What is Zero-Party Data?
Data that a customer intentionally and proactively shares with a brand, like preferences, survey responses, and purchase intentions.
Definition
Unlike first-party data (observed behavior) or third-party data (purchased from external sources), zero-party data is what customers tell you directly. Survey responses. Preference center selections. Quiz results. Explicitly stated purchase intent. Forrester coined the term in 2020 to distinguish this voluntarily shared information from data you collect through tracking or buy from vendors.
Why It Matters
With third-party cookies dying and privacy regulations tightening, zero-party data is becoming the most reliable personalization input. It's also the most accurate because the customer provided it voluntarily. The challenge is creating enough value exchange to get people to share it. Nobody fills out a 20-question survey for fun.
Example
A CRM vendor's website quiz asks "How many sales reps does your team have?" and "What's your biggest CRM pain point?" The visitor answers willingly because they expect relevant recommendations in return. That data is more accurate than any third-party enrichment.