What Marketresponse Nederland B.v. does

MarketResponse Nederland B.V. is a Dutch data and insights agency founded in 1988 and headquartered in Utrecht, with additional offices in Amsterdam and New York. The company delivers research, analytics, and technology for customer, employee, and brand experience, serving enterprise brands, government and public institutions, and social organizations across more than twenty countries. Its core functional focus is enabling clients to understand target audiences, measure and optimize customer experiences, and build brand positioning through a combination of proprietary data assets, software platforms, and professional consulting services.

The product portfolio is organized around three proprietary platforms. BSR (Brand Strategy Research) is a consumer segmentation database built since 1988 covering all 8.1 million Dutch households, combining socio-demographic and psychographic lifestyle data updated every six months at postcode level; it is sold in three tiers (BSR Socio-demo from €2,000, BSR Lifestyles from €4,000, and BSR Custom from €15,000). Underlined is an AI-powered CX-Analytics platform, acquired in March 2023, that collects and analyzes customer interactions across phone, email, and WhatsApp touchpoints using AI labeling, automated conversation summaries, and customizable dashboards. CMNTY is an all-in-one research community platform combining asynchronous qualitative tools, live video focus groups (CMNTY Focus), and surveys, rated 4.6/5 on Capterra. Supporting products include Direct Feedback for continuous satisfaction measurement, ROCX'R Journey Analytics built on Microsoft Azure with CRM/DMP integration, the BrandneXt™ brand positioning model, and the XOET Scan portal for employee-manager cooperation. The stack is anchored on Microsoft Azure, certified to ISO 20252:2019 and ISO 27001:2017, and GDPR- and Fair Data-compliant.

MarketResponse generates revenue across four streams: subscription software for Underlined and CMNTY, one-time data licenses for BSR (typically multi-year contracts), professional consulting and research services, and partner channel revenue. Go-to-market is sales-led, combining direct enterprise field sales with a formalized MarketResponse Partner Network that enables resellers and technology integrators to deploy CX solutions via API. The company employs 90+ specialists across ten nationalities, including market research analysts, behavioral scientists, data scientists, software developers, brand strategists, and CX/EX specialists. Recent strategic activity includes the March 2023 acquisitions of Underlined and Reputations, the 2024 launch of CMNTY Pulse for AI-driven sentiment analysis, and the operational scaling of services to twenty-plus countries.

Name

Marketresponse Nederland B.v.

Legal name

MarketResponse Nederland B.V.

Website

https://marketresponsegroup.com

Company type

Private

Founded year

1988

Operating status

Operating

Short description

MarketResponse is a Dutch data and insights agency delivering consumer segmentation, CX analytics, and research community software to enterprise brands, government institutions, and social organizations across more than twenty countries, anchored by the BSR database covering 8.1 million Dutch households.

Ownership category

akta.pro rank

Product category

Market Research and Customer Experience Analytics

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418), Directory and Mailing List Publishers (51314)

SIC

Services-Advertising (7310)

akta.pro primary industry

Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

akta.pro secondary industries

Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK), Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

Keywords

• Market research services
• Customer experience analytics
• Consumer segmentation data
• Brand positioning research
• Online community research software

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Software Subscriptions (CX-Analytics Platform): Underlined CX-Analytics platform provided as subscription software with hosted managed services, including access to dashboards, AI-powered analytics, and data collection tools. Clients pay subscription fees for platform access.
2. Research Technology Software Licenses: CMNTY Platform and related software products (CMNTY Community, CMNTY Focus, CMNTY Survey) offered as software subscriptions. Rated 4.6/5 on Capterra, with dedicated Customer Success Manager assigned to each client.
3. BSR Consumer Data Products: BSR segmentation products (Socio-demo, Lifestyles, Custom) sold as data licenses with pricing tiers: BSR Socio-demo from €2,000, BSR Lifestyles from €4,000, BSR Custom from €15,000. Prices depend on chosen variables and region.
4. Consulting and Research Services: Professional consulting services including customer experience research, brand positioning, reputation research, behavioral research, employee experience surveys, concept testing, and qualitative/quantitative market research. Delivered by multi-disciplinary teams of analysts, data scientists, and strategists.
5. Partner Program Revenue: Revenue generated through partner network where partners resell or embed MarketResponse technology and insights to their own clients. Partners gain access to dashboards, API integration, and consulting support to deliver CX solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

MarketResponse is a data and insights agency that delivers customer experience research, consumer segmentation, and AI-powered research technology to brands, governments, and NGOs. Its core offerings include the BSR consumer segmentation database (covering all Dutch households), the Underlined CX-Analytics platform, the CMNTY online research community software, the ROCX'R journey analytics platform, and brand positioning research through the BrandneXt™ model. Services are delivered through a combination of subscription software, data licensing, and bespoke research consulting across more than 20 countries.

Product overview

MarketResponse operates as an insights-driven marketing and research agency with a multi-product ecosystem. The portfolio consists of three core proprietary platforms: CMNTY Platform (community and focus group research software), BSR (consumer segmentation database covering all Dutch households with Socio-demo, Lifestyles, and Custom modules), and Underlined (CX-Analytics platform). Supporting services include Direct Feedback for continuous customer satisfaction measurement, ROCX'R Journey Analytics for customer journey analysis, reputation research, and the BrandneXt™ brand positioning model. The company also offers the XOET Scan for employee-manager cooperation assessment. These products share a unified data infrastructure and AI-powered analytics layer, enabling integration between audience segmentation (BSR), customer experience measurement (Underlined/Direct Feedback), and research community engagement (CMNTY Platform).

Differentiator

Problem solved

Functional benefit

Brands

• BSR (Brand Strategy Research): Audience segmentation and personas solution using socio-demographic and lifestyle data from Dutch households
• CMNTY Platform
• Underlined
• Direct Feedback
• BrandneXt
• XOET Scan

Products and services

• CMNTY Platform All-in-one online community software for launching, conducting, analyzing, and presenting both qualitative and quantitative research. Rated 4.6 out of 5 on Capterra. Combines community research, live video focus groups, and survey tools.
• CMNTY Community Software Asynchronous qualitative research platform using discussion boards, diary studies, and co-creation challenges for community-based research.
• CMNTY Focus Live video solution for online focus groups and individual depth interviews (IDIs), with AI-based transcription, timestamps, bookmarking, and downloadable transcripts.
• BSR (Brand Strategy Research) Consumer database and segmentation solutions covering all Dutch households, providing socio-demographic and lifestyle-based audience segmentation built on 35+ years of brand strategy research.
• BSR Socio-demo Socio-demographic segmentation based on up to twelve factors, providing consumer data from 8.1 million households in the Netherlands with marketing impact simulation analysis.
• BSR Lifestyles Psychographic and sociological lifestyle segmentation model translating lifestyles into four distinct personality types, available at postcode level across all Dutch households and updated every six months.
• BSR Custom Custom segmentation solution that enriches client customer data with BSR Lifestyle data and socio-demographic segmentation, delivering validated customer profiles and personas across target groups.
• Underlined CX-Analytics Platform CX-Analytics platform that connects, collects, and analyzes data from all customer touchpoints using AI to provide insights for customer experience optimization, with automated conversation summaries and AI-powered labeling.
• Direct Feedback Continuous customer satisfaction measurement tool that captures real-time feedback after customer interactions through short questionnaires, with user-friendly dashboards and CRM integration capabilities.
• Customized Customer Satisfaction Surveys Transactional and relationship surveys measuring customer evaluation across the entire customer journey, delivered as a professional research service.
• BrandneXt™ Brand Positioning Model Internationally recognized brand positioning model providing fundamental psychological and sociological insight into market need structures, mapping brand positioning for both own brand and competitors.
• Reputation Research Custom validated research focusing on reputation drivers to provide insights, orientation, and action perspective for reputation management.
• ROCX'R Journey Analytics Customer journey analytics platform built on Microsoft Azure that provides 360-degree customer insights, personalized experience optimization, and real-time CX impact measurement, integrating with Microsoft CRM and DMP applications.
• XOET Scan Online questionnaire and reporting portal for measuring cooperation between manager and employee along experienced and desired support on self-regulation and intrinsic motivation, built on sports psychology research.
• CMNTY Pulse Sentiment analysis tool that analyzes customer sentiment from feedback and interactions under the CMNTY research platform.

Quantifiable outcome

• BSR Lifestyles data available at postcode level across all households in the Netherlands, updated every six months
• +5 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature15 records

Partnerships

Four partnerships are on record, tiered core.

• XOETcoreStrategic or Co-development Partner · 1 January 2019XOET (founded by Laura Jonker in 2017) developed the XOET scan method in collaboration with the University of Groningen. MarketResponse built the real-time portal software for the XOET scan method in 2019, translating XOET's methodology into an accessible online tool. Collaboration began in 2019 and the portal has been further developed into a mature, fully customized application.
• MarketResponse USAcoreStrategic or Co-development PartnerMarketResponse USA is the associate partner specifically for the USA, providing quantitative and qualitative market research and customer insights. Offers clients in the USA advantages of consultants with deep local and regional market knowledge, combined with the expertise and research technology of the globally active MarketResponse International Group.
• Premium Technology PartnerscoreTechnology or IntegrationMarketResponse collects, enriches, analyzes, and interprets data using its in-house AI-powered research technology along with that of premium partners. This 'best of breed' collaboration powers the unique MarketResponse CX- and EX- insights ecosystem.
• Nestlé ProfessionalcoreStrategic or Co-development PartnerMarketResponse conducted an extensive customer satisfaction survey among Nestlé Professional's customer base (chefs, food & beverage managers) using WhatsApp for data collection. Organized design thinking workshops with multidisciplinary teams that generated four customer-centric improvement ideas, all endorsed by executive leadership. Demonstrates deep co-development partnership in customer experience innovation.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Qualtrics: Experience management platform offering CX, EX, and market research solutions. Closest comparable to MarketResponse's Underlined CX-Analytics platform and customer/employee experience research practice.
• Toluna: Online consumer research panel and insights technology provider. Comparable to MarketResponse's CMNTY Platform and to the panel-based research methodology underpinning MarketResponse's B2C studies.
• InMoment: CX improvement and Voice of Customer platform with analytics, journey orchestration, and AI insights. Directly comparable to Underlined and ROCX'R for mid-market and enterprise CX engagements.
• Medallia: Enterprise CX analytics platform capturing customer signals across touchpoints and using AI for journey analytics. Direct competitor to Underlined and ROCX'R in the CX analytics category.

Broad incumbents

• Kantar: Global data, insights, and consulting company with brand tracking, consumer panels, and CX research. Comparable to MarketResponse across brand positioning (BrandneXt), consumer segmentation, and CX analytics, but operating globally.
• GfK (now part of NIQ): Consumer insights and market intelligence firm with strong European presence. Comparable to MarketResponse on consumer segmentation and brand strategy research with broader geographic data assets.
• NielsenIQ: Global consumer intelligence and market research firm offering audience measurement, retail analytics, and consumer insights at much larger scale. Directly comparable to MarketResponse on the consumer data and insights side, though with far broader geographic coverage.
• Ipsos: Global market research and consumer insights firm with brand, customer experience, and audience research practices. Directly competes with MarketResponse's research services across industries and regions.

Emerging players

• Dynata: Global first-party data and panel provider used by MarketResponse as a panel partner. Comparable on the panel-based research methodology side and increasingly competing in the insights technology stack.
• Leger (The Research Intelligence Group): Largest Canadian-owned market research firm using CMNTY Focus for online focus groups. Comparable mid-sized research agency profile and shared use of CMNTY platform; an example of an international partner/peer using similar technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Nederland B.v.