MarketResponse launches first AI-driven chatbot that converses with personas

During the data & insights event MIE’24 in Utrecht, MarketResponse unveiled the first AI-driven BSR chatbot capable of engaging in conversations with validated, specific personas. This provides MarketResponse clients with a tangible, practical application that adds immediate value.

The BSR model developed by MarketResponse has been commonplace for decades among businesses, institutions, and governments as a segmentation model enabling them to reach and understand their target audiences. The BSR database contains current consumer data from all households in the Netherlands. The model not only highlights socio-demographic characteristics but also provides insights into lifestyles and motivations. Based on this, MarketResponse develops personas divided into four different core segments.

Chatbot saves time and effort

According to CCO Jos Frijters, the added value of the chatbot is that it enables direct interaction with the red, blue, yellow, and green BSR personas. “Until now, we provided our clients with a practical toolkit for communicating with these personas. It works well, but still requires quite a bit of time and effort. With our new chatbot, clients can, for example, ask personas how they prefer to be addressed and whether they want information about a special offer or a specific social issue.”

High-end expertise and innovation

The initial version of the chatbot primarily functions as a search engine within the BSR toolkit, but Frijters envisions a bright future for the new digital conversational partner. “We will further train personas so that we can use them in testing and developing concepts for various target groups. Currently, we are already bringing client-specific BSR personas to life in a chatbot with some clients. This way, we add high-end expertise and innovation, in co-creation with the client.”