Zero-party data is information that customers intentionally and proactively share with a brand — like preferences, interests, or purchase intentions. A Zero-Party Data Collection Strategy focuses on gathering this data through tools like surveys, preference centers, quizzes, or interactive content.
Unlike third-party or even first-party data, zero-party data is volunteered — which makes it more accurate and privacy-compliant. It’s especially useful for personalization, segmentation, and building trust in a post-cookie world.
Example:
A SaaS company might ask new users during onboarding to select their industry, team size, and biggest pain points. That data can then be used to tailor onboarding emails, suggest relevant features, or surface industry-specific case studies on the dashboard.