Cherry Seed

What is zero-party data?

zero-party data customer preferences data explicit data collection quiz data marketing

Quick Answer

Zero-party data is information customers intentionally and proactively share with a brand, such as preferences, purchase intentions, and survey responses. Coined by Forrester, it is the most accurate and trustworthy form of customer data because it comes directly from the source.

Full Answer

Zero-party data is information customers proactively and intentionally share with you. It's not observed or inferred

  • it's directly stated. When a customer takes a quiz, completes a survey, or sets preferences, they're giving you zero-party data. Zero-Party vs First-Party Data First-party data (observed):
  • Pages they viewed
  • Products they bought
  • Behaviors you tracked Zero-party data (declared):
  • Preferences they stated
  • Problems they described
  • Goals they shared Both are valuable. First-party shows what they did. Zero-party tells you why, and what they want next. Why Zero-Party Is Most Valuable Accuracy: No inference needed
  • customers stated it directly Consent: Explicitly provided, not passively collected Intent: Shows future desire, not just past behavior Trust: Customers who share preferences are engaged How to Collect Zero-Party Data Quizzes and assessments:
  • "Find your perfect product" quiz
  • Skin type assessment
  • Style finder Preference centers:
  • Communication preferences -...

Sources

Programmatic Access

GET https://seresa.io/wp-json/cherry-tree-by-seresa/v1/seeds/136

Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/cookie-crisis/zero-party-data