To align with what consumers want and need, now and in the future, get simple and get personal. Those are two of a dozen “technology values” unearthed in a new study from the Washington-based research firm Social Technologies. The top 12 values consumers will look for in products, services, and technologies include simplicity, efficiency, and personalization. User creativity is another essential. Consumers increasingly want to create or influence design and content, then share these creations with their peers. Personalization means consumers want products and services that align with their specific needs and preferences, both in a product’s aesthetics and its functional design. Tomorrow’s goods will be created to match individuals’ unique specifications. Other top values include appropriateness, convenience, connectedness and efficiency (i.e., the ability to do more with less). In our increasingly uncertain world, security is another top priority. Consumers will embrace technology-enabled products and services that strengthen their sense of personal security, or protect their families, homes, wealth and privacy. Finally, consumers want products that will maintain and improve their health and wellness — not just traditional health and medical products and services, but the things we use in our everyday lives, whether at home, work or play.