Consumers want personalized experiences with brands, but many are hesitant to share their data due to privacy concerns. To overcome this, businesses can use progressive profiling, which involves gathering first-party data in a privacy-compliant manner by asking customers for small bits of information throughout their customer journey. This approach allows businesses to create detailed user profiles without violating GDPR regulations and capture granular data that gives better insight into consumer preferences. However, it's essential to be mindful of the thin line between good progressive profiling and overstepping boundaries, as excessive data collection can lead to a negative experience. By using quizzes, conducting one-on-one interviews with customers, and offering series of premium content, businesses can effectively use progressive profiling to deliver personalized experiences while respecting their customers' right to control their data.