I went to the local Kohl's store and was amazed by the range of prices for their pillows. The memory foam seem to be popular, but I haven't talked to anyone about this. I have occasional neck problems and the pillows I use are OK, but the support isn't great- if my neck hurts, I lay it on edge to get the height that works but otherwise, I'm fine. I recently removed a mattress pad and my back has actually been better. Firm mattress, now with a single pad, but due for replacement- might go for one of the memory foam toppers.

I stayed at the Hotel Belmont in Chicago, in '07. They had a pillow menu and I picked something medium firm- I should have just bought it.