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Data
Zero-Party Data
Zero-party data is information a customer intentionally and proactively shares with a brand — such as preferences, purchase intentions, and how they want to be recognized — collected through preference centers, surveys, quizzes, and similar opt-in tools. A term popularized by Forrester, it is distinguished from first-party (behavioral) data because it is explicitly volunteered rather than observed or inferred, making it accurate, consent-based, and well suited to privacy-first personalization. It is a core input for CDPs and retention programs as tracking-based signals decline.
Source: go.forrester.com
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