Make it yours

We give you content and services that are relevant to your needs. You can control them at a level that suits you.

You choose

You choose how you get content, and we support you if you change your mind. On top of that, we make it as easy as possible to use Which? across all products and devices.

We aspire to give all our members:

The Which? digital ‘pass’ – sign-in once and have access to everything
Tailored payment and subscription options
Easy resets and opt-outs
Access to their entitlements directly, on their first visit, and each time they visit
The ability to upgrade or downgrade their entitlements
The ability to sync their preferences and save content across devices
Transparency about what level of contact and/or service they can expect from us
Privacy, security and data protection best practice

Your opinions count

We help you get involved; welcoming your opinions and recognising their contribution to discussions.

Give users a platform for their opinions
Help users raise their status by getting involved
Show users that if they keep contributing, they get something in return
Show users that they can make a positive contribution to change. In doing so, they become part of the Which?’s mission - to make consumers as powerful as the organisations they deal with.

Respond to your needs

We help you experience Which? in a way that reflects your preferences and gives you real value. We’re proactive in helping you make new discoveries, so you’re always sure that you’re not missing out.

We make sure all our users can:

What we know about them, for instance, whether they’re a member or non-member
What they’re doing, drawing on other things they’ve looked at, related items, or similar journeys
What they’re telling us, for instance, whether they’re in a couple, or have a family

Anticipate your needs

We anticipate what you’re looking for in a way that’s natural, relevant and helpful. We give you the content you regularly use, and show you new things you wouldn’t ordinarily look for.

We give users:

A homepage that’s rich and personalised
Content that’s focussed on the immediate need, but also suggests things they might otherwise miss
Recommendations based on the things they’re looking at