Zero-Party Data: What It Is, What It Isn’t, and Why It Matters Now
Digital marketing is undergoing a quiet but massive shift. Tracking is getting harder. Cookies are going away. Third-party data is becoming less reliable and more legally risky. So what’s next?
More and more brands are turning to a new type of data — one that’s cleaner, more honest, and entirely voluntary. It’s called zero-party data. Let’s break down what it really means, how it’s different from what came before, and why it’s becoming a pillar of modern customer strategy.
What Is Zero-Party Data?
Zero-party data is information that a customer intentionally and proactively shares with a brand. That’s the key. It’s not inferred. It’s not tracked in the background. It’s given — on purpose.
Examples include:
- A user selecting their dietary preferences during onboarding
- A quiz where someone chooses their favorite skincare concern
- A customer marking certain product types as “don’t show again”
- A short survey in-app about what kind of offers they want
Unlike traditional data collection methods, zero-party data doesn’t rely on guesswork. It comes straight from the user — with consent, context, and clarity. This makes it not only ethically stronger, but also more accurate.
What Is the Difference Between First-Party and Zero-Party Data?
The terms sound similar, and they are related, but they’re not the same.
| Type of Data | Source | How It’s Collected |
|---|---|---|
| First-party data | Collected passively through user actions | Based on what users do (clicks, purchases) |
| Zero-party data | Shared directly by the user | Based on what users say (answers, preferences) |
For example:
- First-party data shows that a user often browses vegan products.
- Zero-party data is the user telling you they’re vegan.
One is behaviour. The other is intent. And intent is far more powerful when planning campaigns, building product recommendations, or triggering personalized experiences.
What Does It Mean to “Zero Data”?
“Zeroing” data isn't an official technical term — but the phrase is often used informally to describe the process of relying entirely on zero-party data for personalization and targeting.
In other words, moving away from assumptions, predictive modelling, or third-party cookies, and instead:
- Asking customers what they want
- Recording those preferences clearly
- Using them to shape what they see, get, or are offered next
Some brands use zero data as the foundation of consent-first marketing. Others use it to build trust — “We only show you what you’ve said you care about.” It’s not about doing less. It’s about doing what’s relevant.
And for many industries — especially food tech and e-commerce — this can lead to better engagement, higher retention, and fewer wasted impressions.
How to Collect Zero-Party Data
This is where things get practical. To collect zero-party data, you don’t need invasive tools. You need the right timing, format, and tone. Here are proven ways brands collect this kind of information:
1. Onboarding questionnaires
Ask about preferences during sign-up or first app use. Keep it short, useful, and easy to skip. Don’t force the data — invite it.
2. In-app surveys and polls
Quick one-question polls inside the product can reveal a lot. “What kind of deals are you most interested in?” is a better question than “Subscribe to our newsletter.”
3. Quizzes and product finders
Interactive tools like “Find your perfect match” help users and provide data in return. These also tend to have higher engagement.
4. Preference centers
Let users manage their own profile — what they want to hear about, how often, in what format. More transparency = more trust.
Using InAppStory to Collect Zero-Party Data (Without Feeling Pushy)
One of the easiest ways to gather zero-party data is right inside your app, while users are already active and engaged. InAppStory provides exactly this — a visual communication platform that lets brands add interactive widgets directly into the app flow.
Some of the widgets that are especially suited for zero-party data collection:
- Quizzes – “Which meal suits your lifestyle?”
- Yes/No polls – “Do you want to see more offers like this?”
- Sliders – “How important is delivery speed to you?”
- Segment pickers – “Choose what types of products you want to see”
- Preference tagging – Save favorites, block unwanted categories
Because these elements are embedded inside stories, they feel like content — not forms. Users engage more naturally, and the data you get is cleaner.
Final Thought: Why Zero-Party Data Deserves Your Attention
Consumers are tired of being tracked. But they’re still willing to share if it’s on their terms. That’s what makes zero-party data such a powerful shift. It doesn’t fight against privacy - it works with it.
When brands focus on collecting honest input, instead of silent signals, they build better relationships. And in a world full of noise, relevance is the only thing that breaks through. If you’re still guessing what your customers want, it’s time to ask them.
