Zero-party data cuts through the noise, putting the power in your customers’ hands—and yours. You’ve got mountains of data, but what’s actually helping you make decisions?

Imagine data that gives you exactly what you need—clear insights straight from your customers. That’s the power of intuitive technology, enabling complex information to be distilled into simple, actionable steps. No jargon. No fluff. Just insights that work for you, so you can spend less time sorting and more time doing.

You don’t need more data. You need better decisions. With the right tools, those insights become a superpower, fueling smarter actions, stronger customer relationships, and real results. Let’s dig into the zero-party data opportunity so you can identify those moments that really move the needle.

What is zero-party data?

Zero-party data is like a gift from your customers. It’s the information they choose to give you directly, with no guesswork or data scraping involved. 

This type of data is completely intentional, meaning the customer shares it on their own terms, whether it’s to personalize their experience or help you recommend products they’ll actually want. It’s not about tracking clicks or monitoring behavior; it’s about customers saying, “Here’s what I like. Here’s what I need.”

This could be anything from their favorite product categories to how they prefer to be contacted. Unlike first-party data, which is gathered by observing what people do, zero-party data comes straight from the source: the customer themselves. 

As data privacy becomes a hotter topic and regulations tighten, zero-party data is becoming more important than ever. It’s built on transparency and consent, which means it helps businesses stay compliant while also deepening the trust between brand and customer.

What are some examples of zero-party data?

Zero-party data can take many forms, but it all boils down to one thing: customers willingly sharing information to enhance their experience. 

One common zero-party data example is personalization preferences. Think of a customer filling out a profile to get tailored recommendations. These preferences can include everything from favorite product categories to how they like to be contacted. 

Form fills are another example. Whether signing up for a newsletter or creating an account, customers often provide basic details like their name, email address, and interests. 

Surveys and polls are also a great way to gather zero-party data, as they let customers voice their opinions or needs. For instance, a quick post-purchase survey might ask about their shopping experience or preferences for future interactions.

Interactive quizzes, such as those that help customers find the right product, are perfect for collecting valuable insights in a fun, engaging way. 

These other examples of zero-party data might inspire your strategy:

• Product wish lists: When customers save items to their wish list, they’re directly sharing their preferences.
• Event RSVPs: Registering for events gives you insights into what topics or times matter most to them.
• Preference centers: Letting users update email preferences or preferred content types offers valuable, direct customer feedback.
• Post-purchase feedback: Customer reviews and feedback after a purchase reveal how they interact with your brand and how you can streamline the conversion process.
• Contest entries: Customers provide key personal details in exchange for entering a contest or giveaway.

All of these examples have one thing in common: the customer is in the driver’s seat, freely offering information in exchange for a better, more personalized experience.

Zero-party data vs first-party data: how do they differ?

First-party and zero-party data are both valuable because they come directly from your customers, but they’re collected in very different ways.

Zero-party data is intentionally provided by the customer. They voluntarily share their preferences, interests, or intentions through things like surveys, quizzes, or form fills. It’s direct and requires no guesswork. The customer knows exactly what they’re sharing and why.

First-party data, on the other hand, is collected through observation. It comes from interactions like browsing behavior, purchase history, and customer service interactions. This type of data is gathered passively, often through tools like cookies or CRM systems, without the customer actively providing it. While it’s incredibly useful, it requires analysis to make sense of the patterns and behaviors it reveals.

The key differences between first- and zero-party data

One key difference? Accuracy. Since zero-party data is given voluntarily, it’s often more precise. The customer is telling you exactly what they want or need, so there’s less room for interpretation. With first-party data, you’re drawing conclusions based on actions like clicks or purchases, which can sometimes make the customer’s true preferences less clear.

Another distinction is privacy. Zero-party data is built on trust and transparency, as customers know they’re handing over information. First-party data, while still within privacy regulations, can raise concerns because it’s often collected without explicit awareness.

In short, zero-party data gives you insights straight from the source, while first-party data lets you observe behaviors that can hint at customer preferences. Both are powerful tools, but zero-party data offers a more personal, trust-based view of your customer.

How to collect zero-party data

Collecting zero-party data comes down to one simple idea: ask, and your customers will tell. When done right, your customers willingly share personal insights because they get something in return, be it a better shopping experience, personalized recommendations, or even a discount. 

Here are some of the best ways to collect zero-party data:

Quizzes and polls

Quizzes are a popular, interactive way to gather insights. For example, a skincare brand might ask, “What’s your skin type?” or “What’s your biggest skin concern?” At the end, customers get product suggestions tailored to their answers, and in exchange, the company receives key data. 

Polls work similarly, by asking simple, focused questions that enable businesses to gauge customer preferences, like favorite scents or style preferences, which can inform marketing decisions.

Pop-ups with a purpose

When used strategically, pop-ups can offer real value instead of just being a distraction. A well-timed pop-up might ask what types of products interest the customer and offer a discount in return for sharing. These pop-ups help build personalized experiences while gathering valuable data directly from the source.

Post-purchase surveys

After a sale, a quick survey can be a goldmine for zero-party data. Ask customers what they loved about their experience, what could be better, or what products they want to see next. 

Offering a small reward like a discount or entry into a prize draw can make these surveys more enticing, and the data gathered is useful for improving future interactions.

Product onboarding

For digital products or apps, onboarding is a key moment to ask customers what they hope to achieve. A fitness app, for instance, might ask users for their fitness goals to personalize workout plans. This approach not only enhances the user experience but also gives the company valuable insights into customer preferences and intentions.

Social media polls

Social media is perfect for quick-hit polls. For instance, asking followers on Instagram, “Which product do you want to see next?” offers immediate feedback while building engagement. It’s a fast and easy way to collect zero-party data, especially with an engaged social audience.

Contests and giveaways

People love free products, and contests are a great way to encourage customers to share details in exchange for a chance to win. A simple contest asking for email sign-ups and personal preferences can collect valuable zero-party data while building your audience segments.

Sure, collecting zero-party data is about asking the right questions, but that’s just the beginning. It’s about creating a value exchange that makes customers want to share. When it’s done right, it leads to deeper personalization, stronger relationships, and ultimately, better business outcomes.

How to pick the right zero-party data platform for your business

Choosing the right zero-party data platform is essential to understanding your customers on a deeper level. You need a platform that doesn’t just collect data, but one that helps you truly connect with the people behind the numbers. 

Look for tools that blend qualitative and quantitative insights, ensuring you get the full picture of your customer’s emotions, preferences, and experiences.

eBay offers a great example. Competing against the behemoth of Amazon, they knew raw data wasn’t enough. They needed a platform that would help them see the people behind their buyers, bidders, and sellers. 

Combining hard data with face-to-face discussions empowered eBay with a true view of their customers’ frustrations and passions. The result? A stronger connection and a better understanding of where they excel and where to improve.

Next steps to take

Forsta’s HX Platform delivers that kind of insight. It’s built to gather data from multiple angles—surveys, digital diaries, online focus groups, and more. By harnessing the right data to improve customer experiences, you can get the most out of your data strategy. 

Finding the right zero-party data platform also calls for consideration of flexibility and scalability. Your needs will evolve as your business grows, and the platform you choose should be able to adapt. A platform that integrates seamlessly with your existing systems and allows you to personalize customer interactions at every touchpoint will give you a competitive edge. 

Download our eBook, From click to collect: Turbocharging revenue with digital experiences, to fuel your journey and discover how Forsta can help you turn insights into action.