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Consumer preferences for privacy and personalization, 2026

As part of Qualtrics XM Institute’s 2025 Global Consumer Study, we surveyed over 20,000 consumers across 14 countries to understand the privacy-personalization paradox. What we found: people crave customized experiences, but trust in data handling stagnates, creating a gap that requires strategic navigation.

In this report, you’ll learn

  • Personalization consumers actually want, and how much privacy they'll trade to get it

  • The security concerns that make consumers hesitate to share their information

  • How to close the gap with specific actions that earn consumer trust and unlock the personalization they're asking for
The world’s top brands trust Qualtrics to deliver breakthrough experiences
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