Summary
Companies need advanced consumer insights to deliver personalized moments that customers will find relevant and valuable. Some consumers say they welcome personalization, others don’t. But these binaries ignore the nuances in consumers’ opinions about personalization. Forrester’s data shows that receptivity to personalized interactions correlates with certain consumer attributes such as financial security, brand trust, and privacy consciousness. Read this report for a deeper dive into the “where, why, and how” of consumers’ openness to personalized interactions.
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