For me it was "buy high quality pillow" because you sleep for one thrid of a day etc. I needed a new pillow anyway so I came to the store and bought the best they had. And it was ... ok. Like it's a fine pillow but my sleeping haven't improved really, it's basically the same. So I was disapointed :(
I agree that pillows are very individualized, but I’m going to add my pillow choice out there since everyone else seems to be!
I’m very hot natured, so I found the GhostBed Pillow that stays cool during the night. Add to it that it’s just the right amount of firmness for me, and I love it.