Data & consent · Common term
Zero-party data
What is zero-party data?
Information someone intentionally shares with a brand, such as preferences, goals, or purchase plans. These are stated signals; they still need context and may change over time.
Zero-party data: an illustrative example
A quiz asks someone about their goals and preferences. They knowingly provide answers in exchange for a personalized recommendation, with a clear explanation of how the answers will be used.
Sources and related reading
- Forrester: best practices for collecting zero-party data — source reference
This is a practical common term. Examples illustrate the concept; they are not verified client results. Working definitions and accountability lenses are not claims of a universal standard or original coinage.
Related data & consent terms
- Access control
Rules and technical measures restricting who can use information or systems.
- AI disclosure
Clear information about material AI involvement in a service or communication.
- Anonymization
Transforming data so people are not reasonably identifiable in its context of use.
- Audit trail
A record of actions that supports review of what happened.