Personalisation: the trend, the challenges and the reality

We’re working with clients across sectors to consider and address this personalisation trend. We’re asking “how personalised is personalisation?” Is it truly personal or a ‘pick and mix’ solution based on a number of developed profiles? Does it matter? Is it more about the expectation of the consumer who wants to feel as though they’re getting something that better meets their needs and therefore is ‘good enough’ or does it need to be a deeper dive into a more bespoke product?

We believe that tangible scientific insights, for example through diagnostics, can deliver stronger product claims and results, building more trust, transparency and a closer bond between brand
and customer.