Data a customer intentionally and proactively shares with a brand.
Zero-party data is information that customers intentionally and explicitly provide to a brand — typically in exchange for a better, personalised experience. Examples include quiz responses, preference surveys, product wishlist submissions, and personal information shared via forms. Zero-party data differs from first-party data in that it is proactively volunteered rather than inferred from behaviour. It is considered the highest quality marketing data.
Zero-party data is the most accurate and consent-positive data type. It eliminates the need to infer preferences from behaviour and builds customer trust through transparent data exchange. As privacy regulations tighten, zero-party data strategies become increasingly valuable.
A skincare brand launches a "Find Your Skin Type" quiz. Users share skin concerns, age, and goals. The brand uses this zero-party data to recommend products, send personalised emails, and improve targeting — with zero privacy risk.
Common tactics: preference centres, product quizzes, interactive surveys, "build your own" product configurators, loyalty programme questionnaires, and customer self-service portals.