Consumers are lukewarm about personalized interactions with organizations. But 88% of marketers feel that delivering relevant and valuable personalized experiences is “somewhat” or “very” important to their marketing success, according to Forrester’s Q3 2025 CMO Pulse Survey. And this business sentiment extends beyond the marketing department to the entire organization. Today, organizations grapple with how to satisfy customer needs and internal business priorities. They require an organizationwide vision centered on the customer and deep customer research, followed by internal execution consisting of strategy, data, technology, and measurement.

We’re conducting research on consumer personalization programs to explore how B2C organizations are building relevant and valuable moments for their customers. Our research will explore:

  • Customer needs. How does your organization incorporate your customers’ preferences and feelings into your personalization initiatives?
  • Strategic plans. How does your organization approach personalization initiatives?
  • Data and technology. What data is essential, and what technologies enable success?
  • Measurement. How does your organization track impact in the short, medium, and long term?
  • Challenges and opportunities. What barriers does your company face, and where do you see personalization initiatives in the next five years?

If you are involved in consumer personalization initiatives at your organization, we’d like to hear from you! Please contact our research team to share your thoughts, and we can learn about your experiences. Your participation can be anonymous if you prefer, and you’ll have the opportunity to review any direct references to your input prior to publication. Thank you for coming on this journey with us!