Individualised experiences – precisely accurate?

By Niels de Jong

One size fits all is dead. It’s gone. With our smartphones glued to our hands and algorithms spitting out suggested music, curated blogs and things other people also bought, not only do we receive more information than in the past, but we receive it in a more personalised manner than ever before.

This phenomenon is totally in sync with post-modern individualism; the belief that everything is personal and normative judgement is relative. However, we’re now entering a new chapter as the explosion of data production allows for unprecedented levels of individualisation.

In our contemporary society, this process of individualisation is paradoxically linked to travel and tourism: in our quest to satisfy our unique needs, we enter into collective experiences. And we do increasingly so.

In a series of posts, I’ll be exploring this paradox with regards to cultural experiences - from a behavioural angle. Yes we may well have become data producing bots in a nudged reality, but (largely for the sake of my argument) I still assume we have some sort of influence over our behaviour.

In statistics, we can be and often are more accurate, as we become less precise. I’d argue the same applies to cultural experiences.


So, where do individual needs meet collective behaviour? What can we learn to allow us to build more engaging experiences?

Watch this space and find out.

- author