The 2021 US Privacy Segmentation


Data Depletion Here, marketers are forced to stop hovering consumer data in case of opaque use. Consumer privacy-protective behavior is one of the four forces shaping this new marketing reality, but not every consumer has the same expectations, preferences or concerns about information sharing. To quote Ted Lasso, “Different people … different.” Our new report, “Forrester’s 2021 US Consumer Privacy Segmentation”, disconnects what consumers actually want and why in their privacy.

Five privacy personalities – the reckless rebel, the conditional consumer, the data-savvy digital, the nervous unknown, and the skeptical protectionist – are back to remind us:

  1. Privacy is relevant. It will affect what we share and with whom we are willing to share This is what I tell a new doctor about myself Too much This is different from what I would say to a potential employer at the first meeting, and that’s exactly what happened. Similarly, what I want to share with a retailer will be different from what I share with an insurer.
  2. Privacy non-binary. Privacy is not as simple as “whether you think about it or not.” Each of these individuals brings their own unique combination (or unexpected) of concerns about privacy and knowledge (or ignorance) about data economics. Get to know your customers and where they stand in this spectrum.
  3. Privacy and personalization are not mutually exclusive. Consumers can ask for both privacy And While personalization may sound like a contradiction, it’s not – consumers are looking for personalization in their terms. This is partly driven by the trend of zero-party data collection, which creates an opt-in experience that gives customers control over sharing their data.

Check out the new report here. I’ll be presenting a sneak peek of the 2022 privacy division at Forrester’s CX North America forum in June – I hope to see you there!



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