Zero-party data is information customers intentionally and proactively share with brands. Unlike first-party data (observed behaviour), zero-party data is explicitly provided.
Data Types Comparison
View Data Types
Zero-Party: Customer explicitly shares - preferences, intentions, feedback. "I prefer email over SMS"
First-Party: Observed from your touchpoints - purchase history, browsing, engagement
Second-Party: Another company's first-party data shared with you
Third-Party: Aggregated data from external sources (declining value)
Zero-Party Data Examples
- Preference centre choices
- Quiz and survey responses
- Product interest selections
- Communication preferences
- Feedback and reviews
- Wishlist items
Collecting Zero-Party Data
- Onboarding quizzes
- Interactive content
- Preference centres
- Polls and surveys
- Account profiles
- Post-purchase questions
Value of Zero-Party Data
Zero-party data is the most valuable because customers have told you exactly what they want. It enables true personalisation, builds trust, and is privacy-compliant by design.