What is zero-party data?
Zero-party data is information that a customer intentionally and proactively shares with a brand, such as preferences, survey answers, or quiz results. Because people give it willingly, it reflects what they say they want.
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How it differs from first-party data
First-party data is collected from observing behavior, such as pages viewed or items bought. Zero-party data is stated by the customer, such as telling you their goals or favorite product type.
The term is used widely in marketing, though some teams treat it as a part of first-party data.
How to collect it
Common methods include preference centers, onboarding questions, quizzes, polls, and surveys. People share more when they see a clear benefit, like better recommendations or fewer irrelevant emails.
How to use it well
Use what people tell you to personalize content and offers, and make sure they can see that their answers made a difference. Store it with the same care as other customer data, and honor any later changes to their preferences.
Common questions
Who coined the term zero-party data?
The term was introduced by the research firm Forrester. It has since become common in marketing and privacy discussions.
Is zero-party data more accurate?
It can be, since it comes straight from the person. But people can change their minds or answer loosely, so keep it up to date.
Does zero-party data need consent?
People share it on purpose, but you still need to explain how you'll use it and follow the privacy laws that apply to you.
What's an example of zero-party data?
A shopper answering a style quiz, or a subscriber choosing which email topics they want to receive.
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