What Underlined does

MarketResponse, operating the 'Underlined' sub-brand for its CX-Analytics platform, is a Dutch private data and insights bureau founded in 2011 and headquartered in Utrecht with a regional office in New York. The firm sells a hybrid of B2B professional services and SaaS subscriptions to enterprise customers in the Netherlands and selectively in North America, targeting marketing, CX/EX, brand, and research leaders. Its core products include Underlined (CX-Analytics platform), BSR Leefstijlen and BSR Socio-demografische (lifestyle and socio-demographic segmentation built on the largest consumer database in the Netherlands), BSR Bluestars (an AI-assistant for cookie-free real-time personalisation), CMNTY (community research platform), BrandneXt (brand positioning and strategy), and KlantRelatieScore (KRS), a customer relationship metric acquired from a third party. The firm also runs the annual 'Het Klantvriendelijkste Bedrijf van Nederland' award program.

Underlying technology combines proprietary Dutch consumer data, a BSR lifestyle/socio-demographic segmentation methodology, and an AI personalisation layer in BSR Bluestars. The portfolio is delivered as quote-based enterprise engagements alongside SaaS subscriptions on the Underlined CX-Analytics and CMNTY platforms. Distribution is primarily direct enterprise field sales in the Netherlands, supplemented by a formal Partner Program for mid-market reach, with self-serve SaaS access for the platform products. Named enterprise customers include Welkoop, Ymere, Van Wijnen, and Carhartt EMEA, and the firm references ISO 27001-aligned information security practices. No public revenue, headcount, or funding disclosures are available.

Name

Underlined

Legal name

MarketResponse

Website

https://underlined.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

MarketResponse, operating the Underlined CX-Analytics platform, is a Dutch data and insights bureau that combines the largest Dutch consumer database, lifestyle segmentation, and AI personalisation (BSR Bluestars) to deliver CX, brand, and market research solutions to enterprise marketing and customer experience teams in the Netherlands and North America.

Ownership category

akta.pro rank

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Market Research & Insights Services: B2B professional services including customer experience research, brand research, market segmentation studies, and employee experience research
2. SaaS Platform Subscriptions: CX-Analytics platform (Underlined), BSR Bluestars AI-assistant, and Research platform (CMNTY) provided as ongoing subscription-based services

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Underlined is a CX-Analytics platform that enables organizations to capture customer signals at every stage of the customer journey. It operates as part of MarketResponse, a Dutch data and insights bureau that combines research, data, and AI technology with human expertise to help brands and organizations strengthen customer relationships. The integrated suite spans customer experience analytics, lifestyle and socio-demographic segmentation, AI-driven personalization, community research, and brand positioning services.

Product overview

Underlined is MarketResponse's CX-Analytics platform that operates as part of a broader integrated suite of customer experience, market research, and brand intelligence solutions. The product portfolio includes Underlined (CX analytics core platform), BSR (target group segmentation comprising BSR Leefstijlen, BSR Socio-demografische, and BSR Bluestars), CMNTY (research platform), BrandneXt (brand positioning), and KlantRelatieScore (customer relationship measurement). These products work together: Underlined captures customer journey signals while BSR provides audience segmentation that enables personalization through BSR Bluestars, complemented by CMNTY's community research capabilities and BrandneXt's strategic positioning services.

Differentiator

Problem solved

Functional benefit

Brands

• Underlined: CX-Analytics platform for customer experience management and optimization.
• BSR Bluestars
• CMNTY
• BrandneXt

Products and services

• Underlined CX-Analytics platform that enables organizations to capture customer signals at every stage of the customer journey, combining analytics with customer and employee experience management for marketing, CX, and research professionals.
• BSR Bluestars AI-Assistant that recognizes website visitors in real-time and automatically personalizes websites, emails, and campaigns based on lifestyle profiles, operating without cookies for marketing and CX teams.
• BSR Leefstijlen (Lifestyle Segmentation) Lifestyle-based target group segmentation built on the largest consumer database in the Netherlands, enabling effective content and campaign personalization for marketing teams.
• BSR Socio-demografische (Socio-demographic Segmentation) Socio-demographic target group segmentation service for understanding audience characteristics and demographics for marketing and research professionals.
• CMNTY Research platform for community engagement and market research, enabling ongoing customer and market insights through audience communities for research and marketing teams.
• BrandneXt Brand positioning and brand strategy service for developing clear positioning and strategy for marketing and brand leaders.
• Direct Feedback Continuous customer feedback solution allowing organizations to capture real-time customer signals throughout the customer journey for CX professionals.
• Klanttevredenheidsonderzoek (KTO) Customer satisfaction and employee experience research surveys for measuring and improving customer experience (CX) and employee experience (EX).
• KlantRelatieScore (KRS) Customer Relationship Score metric measuring the strength of customer relationships over time, providing organizations with an actionable indicator of customer relationship health.

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• Partner ProgramminorChannel Partner/ Reseller/ DistributorMarketResponse operates a partner program inviting organizations to become partners. The program includes a Partner Overview page and a 'Become a partner' registration option. Partners gain access to MarketResponse's insights, platforms, and methodologies for joint customer engagement.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Dynata: Direct peer in first-party consumer data, panels, and insights. Dynata's audience data and research platform compete with BSR lifestyle/socio-demographic panels and CMNTY research capabilities.
• InMoment: Direct competitor in CX and VoC platforms serving enterprise clients. InMoment's experience improvement and analytics capabilities overlap closely with Underlined, KTO, and Direct Feedback solutions.
• Toluna: Direct peer in online market research and consumer insights, offering panels, community research, and survey tooling comparable to MarketResponse's CMNTY research platform and BSR segmentation.
• QuestionPro: Direct peer in online survey, CX, and market research platforms. QuestionPro's VoC and community research capabilities overlap with CMNTY, KTO, and Direct Feedback products.
• Medallia: Direct competitor in enterprise customer experience and VoC analytics. Medallia's platform captures customer signals across journeys — directly comparable to MarketResponse's Underlined CX-Analytics offering for large B2B accounts.
• Qualtrics: Direct competitor in CX analytics and customer experience management platforms. Qualtrics offers enterprise-scale VoC and experience management software that overlaps with MarketResponse's Underlined CX-Analytics platform and BSR segmentation capabilities.

Broad incumbents

• Ipsos: Global market research and public opinion polling firm with consumer segmentation, brand research, and CX services directly comparable to MarketResponse's professional research and BSR offerings.
• GfK (now part of NIQ): Consumer insights and market research provider with consumer panels and segmentation methodologies that overlap with BSR Leefstijlen and CMNTY research capabilities.
• Kantar: Global market research and consumer insights incumbent with panel data and brand/segmentation services comparable to BSR Leefstijlen, CMNTY, and BrandneXt. Operates at much larger scale and geographic breadth.
• Nielsen: Major consumer data and audience measurement firm. Its large proprietary consumer databases and segmentation products are a broad incumbent analogue to MarketResponse's BSR lifestyle/socio-demographic segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/underlinedsc
• Facebookfacebook.com/underlined.eu
• LinkedInlinkedin.com/company/underlined

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Underlined