Zero-party data
It can come from surveys, preference centers, onboarding questions, quizzes, or direct conversations. Because the user states it explicitly, zero-party data can improve relevance without inferring sensitive characteristics from behavior. Organizations should explain how the information will be used, collect only what is useful, keep it current, and honor preference changes.
What is Zero-party data?
Zero-party data is information a person intentionally and proactively provides to an organization, such as preferences, goals, plans, or feedback.
Why it matters
It can come from surveys, preference centers, onboarding questions, quizzes, or direct conversations. Because the user states it explicitly, zero-party data can improve relevance without inferring sensitive characteristics from behavior. Organizations should explain how the information will be used, collect only what is useful, keep it current, and honor preference changes.
Example
A user selects the topics they want to receive and their preferred communication frequency in a preference center.