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With whom and how do
you communicate with your target audience(s)?

BSR Lifestyle segmentation

What drives consumers or citizens? Which proposition (product or idea) and which message appeals to them? Which tone of voice will move and convince them? And through which channels can you reach them?

Ultimately, the question is how to quantitatively and qualitatively map your current and future target audience(s) in more detail. To develop a more customer and market-oriented, social approach, by optimally aligning your short and long-term policy and communication strategy with the various lifestyles and experiences. The goal can be higher conversion or achieving social, behavioral change.

The BSR model: the standard for lifestyle segmentation

In the Netherlands, the BSR (Brand Strategy Research) model that we developed in 2000 is widely regarded as the standard for psychographic and sociological lifestyle segmentation. Our unique model is frequently used as study material in secondary education. Thanks to our geo-psychographic database (SmartGis) with national coverage, we have an insight into the lifestyle of all Dutch households. People – consumers or citizens – are segmented into different lifestyles, based on our four colors/archetype combinations. The sociological axis in the BSR lifestyle model extends from ‘ego’ to ‘group’. The psychological axis from ‘extrovert’ to ‘introvert’. We distinguish between four main ‘lifestyles’: yellow (harmony), green (safety), blue (control) and red (freedom).

Government, semi-public sector and commercial organizations

Every six months, we update the information in our BSR model, which is used, among others, by ministries, provinces, water authorities and municipalities, as well as commercial clients including property developers, property investors, housing authorities and energy companies.

BSR Introductory training

Need more background information about the BSR lifestyles model and how to apply it in practice? We organize regular BSR Introductory training sessions, during which we take a closer look at the various lifestyles and experiences, based on practical examples. Interested? Register here.

What moves consumers?

Want to know more about BSR Lifestyle segmentation? Read the VierKleurenLand brochure! 

Download (in Dutch only)

What moves cosumers?

The moments of truth

You have to be there at the moments of truth in that customer journey or customer journey. That requires plenty of customer awareness within your organization. Because working on the customer relationship is working on customer awareness. With our customer experience (CX) research, we give you insight into your organization’s customer experience and customer focus. This provides you with a wealth of information for communication, innovation and the design of customer processes. And ultimately for happy and satisfied customers, more turnover and growth of your organization.

What does your customer experience? Where can it be improved?

Anyone who wants to put the customer at the center of the organization must provide insight into the total customer experience. With (a combination of) CX products and targeted advice, support and workshops, we help you map and improve the conscious and unconscious experiences of existing customers.

Direct Kennismaken?

Wiebe de Ridder
Principal consultant

+31 6 24 67 26 80

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