Data Overview Report

The State Of Consumer Personalization, 2022

Consumers And Companies Have Different Views Of Personalization

November 10th, 2022
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Emily Collins , Rusty Warner , Joe Stanhope , Stephanie Liu , Brandon Purcell , Emily Pfeiffer , Brendan Witcher , Chiara De Gasperin , James DeNeill , Christine Turley

The state of consumer personalization is inconsistent: Consumers don’t mind personalization later in the customer lifecycle, but companies tend to overdo personalization prepurchase. This disconnect yields obtrusive and invasive sales and marketing moments. This report provides a data overview of consumer feelings about personalization versus how companies are tackling personalization efforts — and how companies must shift their mindset to accommodate better personalization across the customer lifecycle before, during, and after purchase.

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