jewellery, are increasing in popularity. This kind of customization is also relevant in other areas like consumer electronics and retail. By combining 3D printing with complex software a product can easily be customized by an end-user. Role of customers Mass personalization Mass personalization is defined as custom tailoring by a company in accordance with its end users' tastes and preferences. From a collaborative engineering perspective, mass customization can be viewed as collaborative efforts between customers and manufacturers, who have different sets of priorities and need to jointly search for solutions that best match customers' individual specific needs with manufacturers' customization capabilities. The main difference between mass customization and mass personalization is that customization is the ability of a company to allow its customers to create and choose a product to certain specifications, but does have limits. One example of mass personalization: A website knowing a user's location and buying habits will offer suggestions tailored to that user's demographics. Each user is classified by some relevant trait (location, age, and so forth) and then given personalization aimed at that group. This means that the personalization is not individual to that singular user, it only pinpoints a specific trait that matches them up with a larger group of people. Behavioral targeting represents a concept that is similar to mass personalization. Predictive personalization Predictive personalization is defined as the ability to predict customer behavior, needs or wants - and tailor offers and communications very precisely. Social data is one source of providing this predictive analysis, particularly social data that is structured. Predictive personalization is a much more recent means of personalization and can be used well to augment current personalization offerings. Predictive personalization has become plays an especially important role in online grocers, where users, especially recurring clients, have come to expect "smart shopping lists" - algorithm that predict what products they need based on similar customers and past shopping behaviours. See also References External links International Institute on Mass Customization & Personalization which organizes MCP, a biannual conference on customization and personalization User Modeling and User-Adapted Interaction (UMUAI) The Journal of Personalization Research Human–computer interaction User interface techniques Personas Types of marketing Information retrieval techniques