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Bluestars Docs

How BSR works

BSR (Brand Strategy Research, by Market Response) segments people by motivation — the underlying drivers behind their choices. Bluestars resolves each visitor to a BSR segment and makes it available to your site for personalization.

How a visitor is segmented

Section titled “How a visitor is segmented”
  1. The widget looks up the visitor’s approximate location from their IP address.
  2. That resolves to a Dutch postcode area.
  3. The postcode maps to the dominant BSR segment for that area.

Resolution happens on every page load and the result is cached per browser tab, so it’s fast and stable within a session.

Segment packs

Section titled “Segment packs”

Your tenant is configured with one pack. The pack determines which set of segments (and slugs) your visitors can receive.

PackSegmentsSlugs
bsr44 colors (default)rood, geel, blauw, groen
bsr88 colorsrood, lime, geel, oranje, …
bsr7lei7 leisure stylesavontuurzoekers, … (…zoekers)

The raw pack slug is what drives the segment class, the content swaps, and the assistant’s tone.

Fallback and “unknown”

Section titled “Fallback and “unknown””

When we can’t resolve a postcode (no location, non-NL visitor, privacy tooling), the visitor gets your pack’s fallback segment — plus an extra bsr-segment-unknown class on <body>.

This lets you tell a confident match from a best guess:

/* Best-guess visitors: keep copy neutral rather than assuming a motivation. */
body.bsr-segment-unknown .segment-specific-claim {
  display: none;
}

A meaningful share of traffic is typically “unknown” — that’s normal, not a bug. Design your personalization so the fallback still looks intentional.

What you can do with the segment

Section titled “What you can do with the segment”