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Understand and connect with your target audience with BSR consumer data

Audience segmentation and personas

Renowned brands, institutions, and governments have been using BSR for many years to connect with and better understand their target audiences. These organisations opt for BSR because our database contains the most up-to-date consumer data from every household across the Netherlands. BSR is the ultimate source for validated audience segmentation and comprehensive customer profiles and personas. The result: better engagement, increased loyalty, and higher conversions.

BSR = Brand Strategy Research

BSR stands for Brand Strategy Research. MarketResponse has been conducting research into what moves consumers (or citizens, patients, donors) since 1988. Our segmentation – based on socio-demographic factors such as age, gender, education, wealth, and household composition – contains a depth and breadth of valuable insights. Yet, two people with the exact same socio-demographic factors will still make very different choices due to different lifestyles, values, ambitions, and other driving factors. Thanks to our groundbreaking BSR model (established in 2000), we’re able to categorize Dutch residents into four lifestyle brackets (color-coded). This extra level and depth of insight provides unprecedented insight into customers, consumers, and citizens. Enabling you to connect to the specific wishes and needs of your audience.

What makes BSR unique?

  • Household consumer data from across the Netherlands
  • Unique combination of socio-demographic factors with lifestyle level depth
  • Segmentation down to postcode level
  • Detailed and validated customer profiles and personas
  • A solid foundation for targeted communication, marketing, and consumer behavior
  • Data science, market research, and CX experts

Our BSR solutions


Segmentation based on 12 socio-demographic factors Access the largest consumer database in the Netherlands Forecast the impact of your marketing across each target audience Starting from 2000 Euros
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Segmentation into the four BSR lifestyles Insights into the ambitions, drivers and needs of your audiences Merge insights with socio-demographic factors Access our marketing and comms tool kit Starting from 4000 Euros
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Enrich your customer data with BSR Access the largest consumer database in the Netherlands Validated customer profiles and personas Personalized marketing and communication Starting from 15000 Euros
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Business insights into national and global customers Data insights that empower strategic decision-making B2B marketing, market research, location choice, and HRM policies Starting from 2000 Euros
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Prices depend on the chosen variables and region

Stay ahead of the competition

BSR Base is an invaluable resource that empowers you to not only reach but also better understand consumers. From there, you’re in a position to improve customer engagement which leads to increased conversion rates. We’re also here for governmental institutions who would like to survey residents on social and societal issues. We map out your different target audiences so you’re able to connect with specific customers – tailoring products or services to their needs – developing effective marketing campaigns that truly resonate.

Get to know your target groups better now

Would you like to learn more about the opportunities and advantages of BSR from MarketResponse? Feel free to contact a member of our team.

Privacy and data security

Our BSR solutions are aligned with all relevant codes of conduct and legislation. At MarketResponse, we place great importance on consumer privacy and data security. We strictly adhere to international laws and codes of conduct in the processing and storage of data, such as the General Data Protection Regulation (GDPR). Furthermore, we’re a Fair Data company, which means we endorse the ten basic principles of the Fair Data Privacy Code and are authorized with the Fair Data certification mark. MarketResponse is also ISO 27001:2017 certified. We follow an information security policy in accordance with this security standard. Feel free to contact us for more information.

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