Understanding Personalisation

Understanding Personalization: New Aspects of Design and Consumption addresses the global phenomenon of personalization that affects many aspects of everyday life. The book identifies the dimensions of personalization and its typologies. Issues of privacy, the ethics of design, and the designer/maker’s control versus the consumer’s freedom are covered, along with sections on digital personalization, advances in new media technologies and software development, the way we communicate, our personal devices, and the way personal data is stored and used. Other sections cover the principles of personalization and changing patterns of consumption and development in marketing that facilitate individualized products and services. The book also assesses the convergence of both producers and consumers towards the co-creation of goods and services and the challenges surrounding personalization, customization, and bespoke marketing in the context of ownership and consumption. Offers multiple perspectives on personalization, a pervasive and complex issue Presents expertise and practical examples to help users understand personalization and its application to a variety of disciplines Breaks new ground in defining and explaining personalization in the context of individualized and micro-marketing

Personalization has become a social policy buzzword in the twenty-first century as many organizations move steadily away from one-size-fits-all models of service. In this provocative book, Peter Beresford is joined by other top academics to challenge the personalization agenda. Although critical of one-size-fits-all approaches, they contend that personalization turns service users into consumers who are shopping in a care market. This does not facilitate better attunement to user needs, they argue, but an increased commodification of care that actually channels large profits toward a decreasing number of providers at the expense of service quality. A timely debate in an era when public programs are deeply embattled, Personalisation is a careful work of critical policy assessment.

“This helpful text represents another brick in the wall for social workers and social work students seeking to make sense of personalisation/person-centred support, personal budgets and the changing role of social work in the future … This book will help all concerned with social work make better sense of what this should look like - if it is to support social justice, inclusion and equality.” Professor Peter Beresford OBE, Brunel University and Chair, Shaping Our Lives "This informative text bases the Personalisation discussion on real life examples and perspectives, providing a balanced account of the opportunities and obstacles faced by all stakeholders engaged in this agenda .... The final chapter on managing change provides the reader with an opportunity to step forward in time and consider how Personalisation might be located within the historical timeline of delivering social care and whether concepts of co-production, empowerment and citizenship can in fact become central to this agenda. A book to get you 'thinking' and 'doing'." Ali Gardner, Senior Lecturer, Manchester Metropolitan University, UK "The authors have written a timely and highly topical book on the impact that Personalisation has and will have upon the world of Social Work. They do so in a very accessible way through highlighting the benefits of the model to all concerned, but crucially they explore some of the many concerns. In particular they address the anxieties expressed by qualified social workers upon their future role. … I shall certainly draw upon the text for my own teaching and learning and will encourage students and practitioners to do the same." Paul Hollingdale, Course Leader, University of Huddersfield, UK Personalisation remains a huge talking point in the world of social care. This timely book addresses the tensions, opportunities and challenges faced by social workers attempting to implement personal funding and support. Written by three academics with extensive first hand experience of supporting people in personalised ways, the book highlights the ethical dilemmas and complexities of frontline practice and is grounded in a pragmatic and creative approach to personalisation. The authors offer an honest representation of positive aspects of personalisation and examine areas that cause concern. The book also: Contains scenarios based on realistic examples of supporting service users and carers Recognises the political, social, cultural and individual factors that interplay in personalisation Provides a balance between an academic understanding of personalisation and application in practice Presents a vision for what the future would look like with fully implemented personalisation in adult social care

This book constitutes the refereed proceedings of the 12th IFIP TC 9 International Conference on Human Choice and Computers, HCC12 2016, held in Salford, UK, in September 2016. The 26 revised full papers presented were carefully reviewed and selected from 34 submissions. The papers deal with the constantly evolving intimate relationship between humans and technology. They focus on three main themes: ethics, communications, and futures.

Darwin’s Medicine is the sequel to Brian D. Smith’s influential and critically acclaimed Future of Pharma (Gower, 2011). Whereas the earlier book predicted the evolution of the pharmaceutical market and the business models of pharmaceutical companies, Darwin’s Medicine goes much deeper into the drivers of industry change and how leading pharmaceutical and medical technology companies are adapting their strategies, structures and capabilities in practice. Through the lens of evolutionary science, Professor Smith explores the speciation of new business models in the Life Sciences Industry. This sophisticated and highly original approach offers insights into: The mechanisms of evolution in this exceptional industry; The six great technological and social shifts that are shaping its landscape; The emergence of 26 distinct, new business models; and The lessons that enable firms to direct and accelerate their own evolution. These insights map out the industry’s complex, changing landscape and provide an invaluable guide to those firms seeking to survive and thrive in this dynamic market. The book is essential reading for anyone working in or studying the pharmaceutical, medical technology and related sectors. It provides a unique and novel way of making sense of the transformation we can see going on around us and a practical, focused approach to managing a firm’s evolutionary trajectory.

Personalisation - the idea that public services should be tailored to the individual, with budgets devolved to the service user or frontline staff - is increasingly seen as the future of the welfare state. This book focuses on how personalisation evolved as a policy narrative and has mobilised such wide-ranging political support. It will be a valuable resource for undergraduate and postgraduate students in public policy and social policy and for researchers and practitioners working in related fields.

Master's Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: First Class Honours, , course: Masters Degree in Digital Marketing - Semantic Search Personalisation, language: English, abstract: This research is an investigation into the Irish public's perception of Google search. The study examines the methods used by Google to present users with the most relevant and satisfactory search results. 95% of the online public in Ireland use Google as a search tool. This study aims to uncover true user sentiment in Ireland. The objectives of this research are to reveal how the Irish public view Google in regards to semantic search personalisation, trust, influence, reliance, reputation, and ethics. The existing literature revealed that Google's search engine has evolved from, one that used Boolean Search logic to match keywords, to a semantic engine that understands user intent and context. The literature also reveals how the younger 'Millennial' generation associate the Internet with one brand, Google. The literature examines search personalisation and how intuitive it has become as it serves us with content that matches our online behaviour. We discover that over-personalisation is narrowing our search bubble which in turn can blind us from other information outside our search reach. During the course of this study, a mixed method research was used to measure and discuss public opinion. This study has identified where literature has fallen short. Where gaps have appeared in the literature, qualitative meaning has been extracted from 3 groups of people from differing levels of technical ability and experience. It was discovered that age demographic affects how we view Google as a search engine. Quantitative findings revealed that 75% of users were aware of personalisation but 70% of these users were not always happy with the results. Although a general consensus was formed that personalisation was helpful in many respects, it was also argued, in some camps, that it breached ethical boundaries. Overall, there was a national split whether users considered personalisation ethical or not. This study leaves open the debate of how we perceive Google as a nation but it also gets closer to the truth of how we feel about the search engine on a personal level. The research also confirms that there is plenty of opportunity to carry out further studies into this area.

The world is charging towards the new network technologies of broadband and 3G, and new application technologies face the challenge of where they can be used. This book takes a pragmatic look at two particular application technologies - location and personalisation - and presents an understanding of the technical and business impact of these technologies. With a combination of overview papers, detailed technical case studies and a deep understanding of actual implementatio of these services within a telecommunications environment, this book will help those wishing to deliver improved services based on these capabilities. Other key topics covered include CRM and content management.