What is Zero-Party Data?

The term "zero-party data" was coined by Forrester Research to distinguish data that customers actively volunteer from data that is passively observed. While first-party data is collected through behavior tracking (what a customer does), zero-party data is collected through direct communication (what a customer tells you). A customer clicking on a product page generates first-party data. That same customer completing a quiz that asks "What skin type do you have?" generates zero-party data.

Common collection mechanisms for zero-party data include product recommendation quizzes, preference centers in email profiles, post-purchase surveys, review submissions with structured fields (like "What is your body type?" on apparel reviews), interactive polls and surveys on-site, loyalty program preference settings, and wish lists or save-for-later features. Each of these asks the customer to voluntarily share information about themselves.

The quality advantage of zero-party data over inferred data is significant. Behavioral data requires interpretation: if a customer browses three different moisturizers, you might infer they have dry skin, but they could be shopping for a gift. Zero-party data eliminates the guessing. When a customer explicitly tells you their skin type, their budget range, or their style preferences, that signal is far more reliable than any behavioral inference.

The challenge with zero-party data is collection friction. Every quiz, survey, or form you ask a customer to complete represents effort on their part. The exchange must feel worthwhile. Customers share zero-party data willingly when they receive clear value in return: a personalized product recommendation, a customized experience, early access to relevant products, or a better-fitting subscription box. Collecting zero-party data without delivering value in return erodes trust and suppresses future participation.