Zero-Party Data

Definition

Data that a customer intentionally and proactively shares with a business, including preferences, purchase intentions, communication choices, and personal context. Unlike first-party data (which is observed from behaviour), zero-party data is explicitly volunteered through mechanisms such as preference centres, surveys, quizzes, and account settings. It is considered the highest-quality data for personalisation because it directly reflects stated customer intent, and its collection inherently complies with consent-based privacy requirements.