What are we talking about when we talk about personalization?

The word personalization has become somewhat of a mantra in marketing. There’s hardly a conference, meeting, or proposal where it doesn’t come up. However, when we mention it, are we all referring to the same thing? Personalization is often associated with actions like adding the customer’s name to an email or sending a special offer on their birthday. But is that really personalization? The short answer is: it depends. And the long answer invites us to dive into what personalization means today and how we can make it truly work.

The myth of basic personalization

For many brands, personalization has been reduced to what we can call “basic”: emails addressed to the customer by name, recommendations based on previous purchases, or ads segmented by age or location. While these tactics have been effective for a long time, today’s consumers expect something more.

Take the case of Nestlé and its cereal line, for example. Instead of running the usual generic campaign, they’ve gone a step further to truly connect with their consumers. How did they do it? Through personalization. And no, it’s not just about sending you an email with your name in the subject line. They’ve gone much further.

Nestlé uses market research to understand what their customers are really looking for, what motivates them, and how they consume their products. If you tend to opt for healthy products, like whole-grain or sugar-free cereals, they won’t just recommend those same products to you; they’ll also send you recipes or tips on living a healthier lifestyle. In this way, they’re not just selling to you; they’re supporting your lifestyle.

What’s interesting is how they tailor each piece of advertising based on what they know about you. If you love sugar-free cereals, you’ll see social media ads or receive emails with promotions for these products. But if you prefer more traditional cereals with that sweet touch we all like sometimes, they’ll offer you something entirely different. In other words, they’re not speaking to everyone in the same way; they’re communicating in a way that truly makes sense to you.

This type of personalization goes beyond the basics. They’re not just sending promotions; they’re offering value and content that resonates with you, aligns with what you truly care about, and makes you feel like they know you.

The role of market research

This kind of advanced personalization is only possible because Nestlé knows their users in-depth, and this knowledge comes from continuous, detailed analysis. This is where market research comes into play. It’s no longer just about knowing how many users are watching a particular show or at what time they watch it. Market research delves into the motivations, expectations, and emotions behind those decisions.

Qualitative and quantitative studies provide us with a complete view of the customer, and that understanding allows brands to offer meaningful personalization. Because, to be clear, personalization is not about sending more emails or making more recommendations; it’s about sending the right message, at the right time, with the right tone, and through the right channel. And to know all that, we need to fully understand our consumers.

Personalization in fast-moving consumer goods: a revealing example

The consumer goods sector has been a pioneer in adopting personalization strategies, and a great example of this is Coca-Cola. Do you remember the "Share a Coke" campaign? Instead of their iconic logo, Coca-Cola bottles began featuring people’s names. This not only generated a huge buzz but also boosted global sales. Why did it work? Because it connected with consumers in a personal and emotional way. Who wouldn’t want to share a Coke with their name or a loved one’s name on it?

What’s interesting here is that while the personalization seemed simple—printing names on bottles—behind this campaign was a deep understanding of consumer behavior. Coca-Cola knew that their consumers, especially the younger ones, value personal connection over the brand itself.

What these examples show us is that effective personalization is not a matter of technology or algorithms, but of deeply understanding our consumers.

Personalization as a long-term strategy

Personalization is not a one-off action; it’s a long-term strategy that requires constant adaptation. Consumer preferences and needs change, and brands must adapt if they want to remain relevant.

It’s not just about putting a name in an email or sending offers; it’s about truly understanding who your customer is and what they value. This is where market research works its magic: it allows you to know your audience deeply and connect with them in an authentic way. In the end, personalization isn’t just about using technology; it’s about creating experiences that build real relationships.

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