October 15, 2003

Personalization is not a preference

News.com writes that a new Forester report states personalization is over rated. This comes from many of the portal tool developers who are trying to push the technology. In discussions with users, many like their one personalized site, (my.yahoo.com or my.washintonpost.com) and they prefer to pull content into these single broad portals.

It seems like the folks selling the tools should be focussing on syndication rather personalization of everything. Syndication, such as RSS, can be pulled into what ever personalized interface the user desires. Anecdotally I have found users also like getting e-mail opt-in as a means to find out when information is updated.

The user does not really have control of the personalized information as it is maintained on an external resource and not one that is truly close to the user. Users often prefer to have the information come to them where they can control it and sort into a system that works for themselves. The one personalized site may fall into a user's personal info cloud as they have a central place to find information, but if every site is personalized it is the disruptive factor is still in place, which keeps the user from having the information that they need when they need it.



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