Zero-Party Data Explained
Unlike first-party data (collected from behavior) or third-party data (purchased from external sources), zero-party data comes directly from the customer through surveys, quizzes, preference centers, and interactive content.
The term was coined by Forrester Research and has become increasingly important as privacy regulations limit tracking and third-party cookies disappear.
When a customer takes a quiz and tells you their skin type, health goals, or style preferences — that's zero-party data. It's explicit, accurate, and incredibly valuable for personalization.
Why Zero-Party Data Matters
- Privacy regulations are limiting other data: GDPR, CCPA, and iOS privacy changes make third-party data less accessible
- Customers trust brands more: When customers control what data is shared, they trust you more with it
- Enables true personalization: Stated preferences are more accurate than inferred behavior
- Higher quality than inferred data: Customers tell you exactly what they want — no guessing
Types of Zero-Party Data
- Quiz answers: Skin type, health goals, style preferences, budget range
- Preference center selections: Email frequency, content types, product interests
- Product feedback: Reviews, ratings, and direct feedback
- Wishlist items: Saved products and collections
- Survey responses: Post-purchase surveys, NPS, satisfaction surveys
Zero-Party vs First-Party vs Third-Party Data
Understanding the differences helps you build a better data strategy:
- Zero-party data: Customer explicitly shares (quiz answers, preferences) — most accurate, requires engagement
- First-party data: You observe behavior (page views, purchases) — useful but requires interpretation
- Third-party data: Purchased from others (demographics, interests) — becoming less available and less accurate
How to Collect Zero-Party Data
The key is to provide value in exchange for information:
- Product recommendation quizzes: "Find your perfect match" quizzes that provide personalized recommendations
- Preference centers: Let customers choose what emails they receive and topics they care about
- Post-purchase surveys: Ask about goals, usage, and satisfaction
- Interactive content: Polls, calculators, and configurators
- Onboarding questionnaires: Welcome flows that learn about new customers
Using Zero-Party Data Effectively
Once collected, zero-party data powers personalization across channels:
- Email segmentation: Send different content to different preference groups
- Product recommendations: Show products that match stated preferences
- Ad targeting: Create lookalike audiences based on customer profiles
- Content personalization: Customize website content based on quiz answers
- Customer service: Give support teams context about customer needs