We’re living in a time where people care more than ever about how their personal information is used. That’s why businesses and marketers are rethinking their data strategies to focus on honesty and building real trust. You might’ve heard the term zero-party data popping up more and more — but this isn’t just another trendy phrase. It marks a real shift in how companies collect and use customer insights, returning control back in the hands of the consumer.
In this post, we’ll break down what zero-party data really means, how it’s different from first-, second-, and third-party data, and why it should be central to your digital marketing strategy.
What Is Zero-Party Data?
Zero-party data is data that a customer intentionally and proactively shares with a brand. This can include preference data, purchase intentions, personal context, and how the individual wants the brand to recognize them. This data is voluntarily given—think survey responses, preference center inputs, and interactive quizzes.
Unlike other types of data, zero-party data is not inferred, observed, or acquired through intermediaries. It’s direct, transparent, and based on mutual value exchange.
For example, when users respond to a quiz, customize their profile, or set communication preferences, they’re supplying zero-party data. This kind of data is gold for marketers because it comes straight from the source.
Zero-Party Data vs. First-, Second-, and Third-Party Data
Third-Party Data
- Definition: Data collected by entities that don’t have a direct relationship with the user. Often aggregated from multiple sources.
- Examples: Demographic or behavioral data purchased from data brokers.
- Pros: Scale and reach.
- Cons: Lower accuracy; privacy concerns; regulatory scrutiny.
Second-Party Data
- Definition: Another company’s first-party data that is shared with a partner through a mutual agreement.
- Examples: A travel site sharing booking data with a hotel chain.
- Pros: More scale than first-party data; often reliable.
- Cons: Requires strong partnerships and data-sharing agreements.
First-Party Data
- Definition: Information collected directly by your company based on user behavior and interactions with your website, app, or product.
- Examples: Website activity, purchase history, customer service interactions.
- Pros: Accurate and relevant; high trust factor.
- Cons: Limited to existing customer behavior.
Zero-Party Data
- Definition: Information a user voluntarily provides directly to a brand.
- Examples: Quiz answers, surveys, profile customizations, communication preferences, product interests (e.g., wish lists)
- Pros: Highly accurate, privacy-forward, drives personalization.
- Cons: Requires user engagement and value exchange.
Why Does It Matter in 2025
As third-party cookies disappear and privacy regulations like GDPR and CCPA evolve, brands need to prioritize ethical data collection. Zero-party data is shared directly and willingly by users, making it both compliant and incredibly valuable.
It ensures compliance with data privacy laws and gives brands better control over their data assets. Most importantly, it builds trust and enables brands to deliver more relevant, personalized experiences. Consumers are more likely to stay loyal when they feel heard and understood, and zero-party data makes that possible.
Other benefits:
- Builds trust and transparency with customers
- Enables precise personalization
- Reduces dependency on third-party data sources
- Helps align marketing with actual customer intent
If you want to discover more business benefits from zero-party data, check out our previous post: Why Zero-Party Data Can Benefit Your Business.
How to Collect Zero-Party Data Effectively
Rather than passively gathering data, brands should actively engage users. Zero-party data is all about customers sharing information on their own terms — like telling you what they’re looking for, what they care about, or what they need help with.
With Roccai, collecting that kind of data feels natural. Instead of forms or tracking, you simply ask questions through swipe guides or short surveys built into the customer journey. People get value right away — and you get answers straight from the source. No guesswork. No hidden tracking. Just honest input from real people. It’s a simple way to understand your audience better and create more personal, helpful experiences.
Zero-party data isn’t just a passing trend—it’s the future of ethical, effective marketing. As privacy expectations rise and digital regulations evolve, brands that invest in voluntary, user-provided data will gain a competitive edge. Start collecting zero-party data today to personalize experiences, build stronger customer relationships, and future-proof your strategy.
