Zero-Party Data: A Shift in Marketing Personalization

Zero-Party Data: A Shift in Marketing Personalization

Data has emerged as the lynchpin of practical initiatives in the constantly changing world of digital marketing. To provide more personalized experiences, marketers have traditionally depended on numerous sorts of data to understand consumer behavior, preferences, and needs. However, with growing worries about data privacy and the emergence of stricter legislation, the privacy landscape has experienced considerable changes recently. 

According to a study, 90% of companies are ready to switch to zero-party data. This new idea has evolved in reaction to these changes and has the potential to alter how marketers approach personalization altogether.

Understanding Zero-Party Data

Explicit and intentional data that customers voluntarily and intentionally share with marketers is referred to as zero-party data. Customers provide it directly through surveys, preference centers, feedback forms, and interactive content, as opposed to first-party data, which is implicitly acquired through customers’ actions on a brand’s website or app.

This information is highly significant since it sheds light on consumer preferences, interests, and intents and helps brands understand what people want and expect. It provides marketers with a better knowledge of the motivations and desires of their clients by going beyond simple demographics and transactional history.

Zero-Party Data – How is it Different from First and Third Party?

Zero-party data is not new, but people were not aware of the term until 2018 by Forrester Research. The question, however, is, how is it different from first and third-party data?

First-party data is any information a business obtains directly from its clients or website users. Because information comes now from the customer, giving companies insights into their behavior, preferences, and interactions with the brand, this data type is the most valuable and trustworthy for businesses.

Third-party data refers to data collected by an entity or organization other than the brand or company that intends to use the data. It is typically obtained from external sources, such as data providers, data aggregators, or data brokers, and is often taken from various websites, mobile apps, or other sources.

Zero-Party Data – Why is it Important?

One of the main reasons why it is considered relevant and important is because the consumer directly gives it. 

As per a report by Statista, 53% of internet users are now concerned about their data privacy. When consumers know they are filling out a survey and answering questions, it indirectly shows their trust in the brand. This explicit consent is crucial in an era where data privacy and trust are paramount for consumers. 

Since consumers actively provide this data, it is more accurate and reliable than data collected passively, such as third-party data. This accuracy helps marketers make better-informed decisions, leading to more effective and relevant personalized experiences.

Additionally, with zero-party data, businesses can deliver personalized experiences. By directly asking customers what they want and need, brands can customize their offerings to match individual preferences. This level of personalization fosters customer loyalty and boosts engagement.

How Can Businesses Take Advantage of Zero-Party Data?

Surveys and polls are among the best ways to collect zero-party data from customers. Companies can specifically use targeted surveys with exciting questions to collect this data. Once you have received the poll and survey results, you can use a personalized approach to alter their experience with your brand.

Source: techcrunch

For example: if you are in a finance business and want to offer a personalized experience to your consumers, you can go for a survey question on your website. Every time a consumer logs on to your website, a question will pop up, such as “What is your reason for coming here?”.

You can keep multi-choice options, such as – for a loan, refinance, upgrade, etc. 

Depending on how your consumer responds to the question, you can map personalized content for them. If they choose a loan, the following screen should appear with options related to the same.

Any business, industry, or domain can go for this approach. Such methods and measures will eventually strengthen a brand’s customer bond. Moreover, even customers will appreciate personalized rather than general guidelines.

How can Companies obtain Zero-Party Data?

Businesses can get zero-party data by actively engaging with their customers and encouraging them to freely share their preferences and information. The following are some efficient techniques for gathering the information:

Source: Factoreal

Interactive Surveys and Questionnaires

Companies can create interesting questionnaires and surveys that ask clients about their preferences and wants. Making the procedure fun and user-friendly further improves it by enticing participation.

Feedback Forms

Customers might be requested to give feedback on their experiences, preferences, and suggestions by brands. To gather valuable information, companies can employ consumer evaluations or feedback forms.

Contests and Quizzes

As a business, you can introduce new quizzes and contests that can ask customers to answer questions or provide information about their participation preferences. You can also offer giveaways to your consumers in return for more participation and excitement.


Polling on different social media platforms is yet another way to collect zero-party data. When consumers see their favorite brand’s poll, they willingly participate. Such votes can have questions related to brand preferences and desires.

Different Types of Quizzes Companies Can Use

We have just checked the different ways of collecting zero-party data, and one of them is quizzes. It is amongst the most exciting ways to interact with the consumer. Here are some of the quizzes a company can take for collecting zero-party data:

  • Product match quizzes
  • Personality Quizzes
  • Interactive lookbook
  • Trivia quizzes
  • Brand quizzes


Zero-party data is emerging as a potent and morally sound method for providing customers with individualized experiences as consumer privacy concerns continue to change the marketing environment. It represents a shift towards a more customer-centric approach to data collection and personalization. Companies can create honest and sincere connections with their audience by allowing customers to freely communicate their preferences and interests. 

Customer consent and clear preferences take centre stage in marketing personalization due to the move to zero-party data. Adopting this new strategy distinguishes brands from rivals and fosters a customer-centric approach that paves the path for deeper relationships.

Survey Point Team
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