0P is information a customer intentionally and proactively shares with a brand, such as preferences, purchase intentions, interests, and personal context, usually in exchange for a more relevant experience.
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The term was coined by Forrester to separate data customers choose to give you from data you observe about them. As third-party cookies fade and privacy laws like the GDPR and CCPA tighten consent rules, zero-party data has become one of the most reliable and compliant inputs for personalization.
What Is Zero-Party Data?
Zero-party data is data the customer hands you on purpose. They know what they are sharing and why, and they expect something in return: better recommendations, a tailored offer, or less irrelevant marketing. Its key characteristics:
- Voluntarily provided: The customer actively chooses to share it.
- Explicit consent: The customer knows exactly how it will be used.
- Direct from the source: It comes straight from the customer with no intermediaries.
- Mutually beneficial: The customer gets more relevant products, content, or offers.
Zero-Party vs. First-, Second-, and Third-Party Data
| Type | Source | Examples | Accuracy and Consent |
|---|---|---|---|
| Zero-party (0P) | Shared intentionally by the customer | Quiz answers, preference centers, surveys, wish lists, stated purchase intent | Highest accuracy, explicit consent |
| First-party (1P) | Observed in your own channels | Website analytics, purchase history, email engagement, app usage | High accuracy, implied by the relationship |
| Second-party (2P) | Another company’s first-party data shared with you | Co-marketing partner lists, retail media audiences | Depends on the partner’s consent terms |
| Third-party (3P) | Aggregated by outside data providers | Purchased audience segments, inferred demographics | Lowest accuracy, consent often unclear |
Examples of Zero-Party Data
- Product finder quizzes: A skincare brand asks about skin type and concerns, then recommends a routine.
- Preference centers: Subscribers choose the topics, frequency, and channels they want.
- Onboarding questions: A software platform asks about role, goals, and team size to personalize the setup.
- Surveys and polls: Post-purchase surveys capture why someone bought and what they want next.
- Wish lists and registries: Customers tell you exactly what they intend to buy.
- Conversational experiences: A chatbot asks shoppers about budget and use case before suggesting products.
How to Collect Zero-Party Data
- Offer a clear value exchange: Tell people what they get for answering, such as better recommendations or a discount.
- Ask progressively: Ask a few questions at a time across visits instead of one long form.
- Make it interactive: Quizzes, calculators, and polls get far more responses than static forms.
- Store it centrally: Feed answers into your CRM or CDP so every channel can use them.
- Use it visibly: Personalize quickly so customers see the benefit and keep their answers up to date.
Benefits for Companies
Zero-party data builds trust, sharpens personalization, and reduces reliance on cookies and inferred profiles. Because the customer stated it directly, it removes guesswork from segmentation and messaging, and because consent is explicit, it holds up better under regulatory scrutiny.
Frequently Asked Questions
Who coined the term zero-party data?
The research firm Forrester introduced the term to distinguish data customers proactively share from first-party data a company observes.
What is the difference between zero-party and first-party data?
Zero-party data is stated by the customer on purpose, like quiz answers or preferences. First-party data is observed by the company, like browsing behavior or purchase history.
Is zero-party data GDPR compliant?
It is well suited to GDPR because customers knowingly provide it, but you still need a lawful basis, a clear purpose, and an easy way for people to update or delete their data.
What are examples of zero-party data?
Common examples include product quiz answers, email preference center choices, survey responses, wish lists, and stated purchase intent.
