What MarketResponse does

MarketResponse is a Utrecht-based data and insights bureau operating since 1988 (corporate continuity through prior brand SAMR), with a regional office in New York and approximately 90 employees. The firm combines market research services with proprietary technology platforms to help Dutch and international B2C organizations improve customer experience, brand positioning and customer loyalty. Its core asset is the BSR (Brand Strategy Research) database, which segments 8.2 million Dutch households using validated lifestyle and sociodemographic models refreshed every six months, complemented by integrated CX/EX platforms including Underlined (CX analytics), CMNTY (community and panel research), Direct Feedback (continuous feedback), and CDP Connect (customer data unification). Additional proprietary methodologies include BrandneXt for brand positioning and the academically co-developed KlantRelatieScore (KRS).

The company's revenue model is hybrid. Research and consulting services (KTO, EX research, brand and reputation studies, policy research) are delivered through consultants and research teams. Recurring subscription revenue comes from BSR data products, the Underlined CX analytics platform, CMNTY research software and the Direct Feedback solution. Distribution combines direct enterprise sales, a structured partner network (including MarketResponse USA, VANAD Engage and the Bluestars founders), and self-service channels such as BSR portal trials and the KVB AI Assistant. Customer concentration is spread across retail (Jumbo, Picnic, Coolblue, Welkoop, DekaMarkt), telecom and energy (T-Mobile, Eneco), banking and insurance (Achmea, ASN Bank), mobility (NS, Van der Valk), government and public health (RIVM), housing corporations (Ymere), and industrial/construction (Van Wijnen), with the Netherlands as the primary market.

MarketResponse has pursued growth through a deliberate roll-up strategy, acquiring Service Check (2022), Underlined (2023), Reputations (2025) and the KRS methodology (2025), and is repositioning the business from traditional research services toward a SaaS-and-data platform with embedded AI, evidenced by 2026 launches including BSR Bluestars, the MarketResponse Portal with AI assistant Willem, and the KVB AI Assistant. Certifications (ISO 27001:2017, Fair Data, GDPR compliance) and a partner-enabled US footprint round out the commercial posture.

Name

MarketResponse

Legal name

MarketResponse

Website

https://marketresponse.nl

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

MarketResponse is a Dutch data and insights bureau that combines proprietary consumer segmentation (BSR, covering 8.2M households) with CX/EX platforms (Underlined, CMNTY, Direct Feedback) and AI-driven personalization tools to serve B2C enterprises and public-sector clients across the Netherlands, Europe and North America.

Ownership category

akta.pro rank

Product category

Market Research & Customer Experience Analytics

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

akta.pro secondary industries

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG), CRM Data Quality, Enrichment & CDP-Adjacent CRM (HDAEAFAJ), Customer Experience (CX) & Digital Experience (BPAHAEAC)

Keywords

• Market research consulting
• Customer experience analytics
• Consumer lifestyle segmentation
• Brand positioning research
• CX analytics platform

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Research & Insights Services: Market research services including quantitative and qualitative studies, customer satisfaction research (KTO), employee experience research, brand and reputation research, and policy research. Delivered through consultants and research teams.
2. Software Platforms (SaaS): Subscription-based access to CX analytics (Underlined), research platforms (CMNTY, Focus), BSR databases, and AI tools. Revenue from platform licenses and usage.
3. Data & Segmentation Products: BSR lifestyle and sociodemographic data products sold as portal access or data files for target group segmentation and marketing applications.
4. Partner Program Integration: Partner network providing technology integration, consulting support, and co-delivery of CX solutions to end customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

MarketResponse is a Dutch data and insights consultancy that combines market research, proprietary consumer segmentation (BSR database covering 8.2 million Dutch households), and AI-powered CX analytics platforms (Underlined, CMNTY) to help B2C organizations and government entities improve customer experience, loyalty, brand positioning, and personalization. The company delivers both project-based research services (qualitative and quantitative studies, customer satisfaction research, brand and reputation research) and subscription-based software platforms for ongoing CX measurement and target group segmentation.

Product overview

MarketResponse is a data and insights consultancy offering a portfolio of research technology products organized around three core platforms: BSR (Brand Strategy Research) for consumer segmentation, Underlined for CX analytics, and CMNTY for research community management. BSR provides lifestyle and socio-demographic segmentation data covering 8.2 million Dutch households, with specialized modules including BSR Leefstijlen, BSR Socio-demo, BSR Bluestars (AI personalization), and BSR Chatbot. Underlined is the CX-Analytics platform connecting and analyzing data from all customer contact points. CMNTY combines qualitative and quantitative research in one environment, with FOCUS as its live session module. Additional offerings include Direct Feedback for continuous customer feedback, CDP Connect for customer data unification, KlantRelatieScore for relationship measurement, BrandneXt for brand positioning, and the annual Klantvriendelijkste Bedrijf research program. All research projects include access to the MarketResponse Portal with AI assistant capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• BSR (Brand Strategy Research): Consumer database and segmentation solution containing data from 8.2 million Dutch households. Includes BSR Leefstijlen (lifestyle segmentation), BSR Socio-demo (socio-demographic segmentation), and BSR Bluestars (AI-powered real-time website personalization).
• Underlined
• CMNTY
• BrandneXt
• Direct Feedback
• BSR Bluestars

Products and services

• BSR (Brand Strategy Research) MarketResponse's flagship consumer segmentation system containing validated data on 8.2 million Dutch households, combining socio-demographic characteristics with lifestyle segmentation to help organizations understand customer motivations and behavior at neighborhood level.
• BSR Leefstijlen Lifestyle segmentation module based on the validated BSR model, dividing Dutch consumers into four distinct lifestyle types with insights into motivations and drivers at neighborhood and street level, refreshed twice yearly.
• BSR Socio-demo Socio-demographic consumer data combining sociodemographic, geodemographic, social, cultural, historical and situational factors with life-stage data for up to 12 characteristics, covering 8.1 million households.
• BSR Bluestars AI-powered real-time website personalization tool that recognizes visitor lifestyle segments and automatically adjusts content, tone-of-voice and calls-to-action based on BSR lifestyle profiles without requiring cookies, compliant with AVG/GDPR.
• BSR Chatbot AI-based chatbot that enables rapid querying of the BSR persona toolbox through targeted questions, capable of making combinations and suggestions, with content creation capabilities in development.
• Underlined CX Analytics Platform CX-Analytics platform that connects, collects and analyzes data from all customer contact points (phone, email, WhatsApp) to deliver actionable insights for improving customer experience, with automated conversation summarization, AI-powered labeling, and customizable dashboards.
• CMNTY Research Platform Research platform combining qualitative and quantitative research in one environment, supporting community building, panel management and short studies in a secure online environment with AI-powered analysis capabilities.
• FOCUS (Online Focus Group Software) Online focus group and interview software with live session capabilities and automatic transcription for qualitative research, part of the CMNTY platform.
• Direct Feedback Continuous customer feedback solution enabling organizations to gather structured loyalty feedback through short questionnaires sent after customer interactions, with real-time dashboards and CRM integration capability.
• CDP Connect (Customer Data Platform) Customer Data Platform that aggregates and unifies customer data from multiple systems to create a 360-degree customer view, enabling optimized communication and personalized customer offers with AI-driven behavioral predictions.
• KlantRelatieScore (KRS) Customer relationship measurement methodology developed with De Volksbank and Radboud University that goes beyond NPS by measuring satisfaction, trust and love, providing actionable KPIs for relationship quality and loyalty.
• BrandneXt Internationally recognized brand positioning model providing psychological and sociological insight into specific market need segments, using a unique combination of system-1 (intuitive) and system-2 (rational) research methodologies for strategic brand development.
• Het Klantvriendelijkste Bedrijf van Nederland (Annual Research Program) Annual independent customer friendliness benchmark research running since 2007, collecting over 50,000 assessments across 10 industries, including an award ceremony, KLANT magazine, and a dedicated KVB AI Assistant trained on nearly 20 years of customer friendliness research.
• Klanttevredenheidsonderzoek (KTO) Customer satisfaction research services measuring how customers experience the total customer journey, including transaction-specific studies and touchpoint assessments, delivered through MarketResponse's research consultants.
• MarketResponse Portal Centralized research environment providing access to survey results, documents and insights with AI assistant Willem, self-service cross-tabulations, interactive open feedback exploration, and document upload capability, typically bundled with research projects.

Quantifiable outcome

• Record customer friendliness score in Netherlands: 7.72 average (2026), highest since research began in 2007
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• MarketResponse USAcoreStrategic or Co-development PartnerAssociate partner in the USA specifically for quantitative and qualitative market research and customer insights. Provides US customers with consultants having deep local and regional market knowledge combined with the expertise and research technology of MarketResponse International Group.
• VANAD EngagecoreTechnology or IntegrationPartner providing personal and digital solutions that improve customer contact. Connects the right people, technology, processes, and data to improve customer interactions and bridge the gap between customer contact insights and data science.
• Bluestars (Leonard Blommendaal & Allard Plaggenborg)coreTechnology or IntegrationAI specialist partner for BSR Bluestars product. Founded by former Shopping Minds CDP creators to bridge deep customer insights and real-time AI-driven activation in online channels.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Blauw Research: Dutch market research firm headquartered in Rotterdam, offering quantitative and qualitative research, customer experience, and brand studies to enterprise clients across the Netherlands — directly comparable to MarketResponse's research services portfolio.
• &samhoud: Dutch strategy and customer experience consultancy combining research with brand and CX strategy execution. Overlaps with MarketResponse on CX research, brand positioning, and customer-centricity advisory work.
• VODW | Vlasblom & Oosterwijk: Dutch CX strategy and research consultancy with deep experience in customer journeys, loyalty, and CRM programs for B2C enterprises — directly comparable to MarketResponse's CX/EX consulting practice.
• Filter (PostNL Data Solutions): Dutch consumer data and audience-targeting specialist offering household-level sociodemographic and lifestyle segmentation derived from postal and transactional data — a direct competitor to MarketResponse's BSR database product.

Broad incumbents

• Ipsos: Global market research and consumer insights major with a sizable Dutch practice covering brand, CX, and segmentation studies. A much larger incumbent competing for the same enterprise market-research budgets.
• Kantar: Global research and consumer insights group with a strong Dutch presence in brand, CX, and audience measurement. Competes with MarketResponse on enterprise research engagements and consumer segmentation.
• Qualtrics: Global enterprise CX and experience-management platform with AI-driven VoC, journey analytics, and benchmarking — competes directly with the Underlined platform and Klantvriendelijkste Bedrijf-style benchmarking programs.
• Medallia: Enterprise VoC and customer experience analytics platform serving global B2C brands. Directly comparable to MarketResponse's Underlined platform for omnichannel CX signal capture and AI-led analysis.
• InMoment: CX intelligence and VoC platform combining experience analytics with structured research programs, overlapping with MarketResponse's blended research-plus-platform offering.

Regional players

• DVJ Insights: European market research and brand strategy firm with Benelux focus, offering CX, brand, and communication research services comparable to MarketResponse's broader research and BrandneXt positioning work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/marketresponsenl
• Xx.com/MarketResponse_

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MarketResponse