Super-personalise me! When technological advance meets consumer power

James Murphy
Future Foundation

What happens when companies know everything about their customers in an age when consumers are more powerful than brands? James Murphy describes the wide-ranging – and inevitable – potential for personalising brands, services and even prices.

The Buzz just gets buzzier. The cry of commercial personalisation rings like a rap on a switchless loop round the trade media, the business conference circuit, the big blogs, and the sayings and doings of guru-marketers everywhere.

That buzz is all about such stuff as: solution-suggesting personal concierge apps; genomics and personalised healthcare; your very own online price-haggling option; in-car devices which set your insurance premiums in tune with your skill as a driver; individualised-to-your-pigment skincare products; and betting odds offered to only one special customer.