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In a recent post on LinkedIn, Charles Grant looked at hyper-personalisation as a strongly-emerging mega trend and discussed some ways it might affect consumers and brands. Hyper-personalisation, the personalisation of consumers’ experience to a micro level, becomes more and more possible due to the astronomical amounts of data available for analysis and insights. The records Über keeps of your previous rides is an example of data available for aggregation and analysis. The history Domino’s saves of the pizzas you previously ordered, is another example. So is the drinks the hotel you stayed in before puts in your mini bar, based on your consumption during previous visits. Imagine if Über, Domino’s and the hotel share their data with each other…

For market research professionals, the advent of hyper-personalisation holds interesting implications. We can no longer advise our customers to do satisfaction surveys once a year or to segment their customer base into six or eight macro categories. It is evident from consumers’ demand for tailor-made service that classical segmentation is becoming obsolete. With the data at the disposal of organisations, there is no longer any excuse for generalising a person’s characteristics to make him fit into a broader segment.

Big data and real-time analytics allow us to now develop the ability to get people’s feedback in real-time and in the context of what they’re doing at that moment. Companies who will win out are the ones who are capable of deeper customer intimacy; they’re the ones who can respond to their customer in real-time and immediately address the problems that are frustrating consumers.

How we get the data from consumers is losing significance. In the age of aggregation and delivery, no-one is going to care about whether you do face-to-face or telephone interviews. They will care about controlling all the different data collection points, and having platforms and people able to turn the collected data into something usable and insightful.

While it’s important to continue gathering data for analysis in a business-as-usual fashion, we cannot put off changing the way we look at gathering data and how we apply the insights we get from the data to make every consumer’s experience comfortingly unique and personal.

Genex Insights team

PS: Genex Insights will speak at the MRMW conference in Cape Town from 3 to 5 November 2015, where we will again address the changes and trends in the market research industry.

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