Zero-Party Data in Marketing: How Brands Use Voluntarily Shared User Data

As privacy regulations tighten and consumers demand greater control over their data, zero-party data is emerging as a strategic asset for marketers. This type of data, voluntarily shared by customers, differs from first-, second-, and third-party data in that it is intentionally and proactively provided. Rather than tracking user behaviour, zero-party data reflects what users want brands to know, creating new levels of transparency and trust.

Why Zero-Party Data is Gaining Momentum

The adoption of zero-party data is being driven by increased consumer awareness and the gradual deprecation of third-party cookies. Users are becoming more protective of their privacy, prompting companies to seek alternative ways to personalise the customer experience without crossing ethical boundaries. Zero-party data offers a way to gather rich, accurate insights directly from the user.

This data includes preferences, intentions, personal context, and how the individual wants to be recognised by a brand. For example, through quizzes, surveys, account settings, or loyalty programmes, users willingly reveal their favourite product types, shopping frequency, or upcoming needs. This transparency results in more meaningful interactions, as the customer is in control.

From a strategic standpoint, zero-party data allows marketers to reduce guesswork and segmentation based on assumptions. With explicitly provided data, campaigns can be tailored with surgical precision, improving conversion rates while enhancing user satisfaction and loyalty.

Benefits for Brands and Consumers

For brands, the appeal of zero-party data lies in its accuracy and compliance. Since users offer the information themselves, the risk of privacy violations diminishes. It also enables marketers to create deeper emotional connections by delivering tailored experiences based on mutual understanding, rather than passive observation.

For consumers, this exchange fosters a sense of empowerment. When users feel in control, they are more willing to engage and maintain relationships with companies that respect their preferences. This mutual respect enhances trust, which is increasingly seen as a key driver of brand success in 2025 and beyond.

Importantly, the value exchange must be clear. Customers share their data expecting relevant rewards, whether in the form of better recommendations, exclusive offers, or improved service. Without this perceived value, the willingness to participate decreases significantly.

Examples of Effective Zero-Party Data Collection

Leading brands are already demonstrating how zero-party data can reshape marketing strategies. Beauty retailer Sephora, for instance, uses quizzes to capture user preferences for skin type, tone, and personal beauty goals. This data fuels hyper-personalised product recommendations, leading to improved customer satisfaction and repeat purchases.

Clothing brands such as Stitch Fix and ASOS integrate style questionnaires into their onboarding processes. Based on zero-party inputs, users receive curated collections that reflect their fashion identity, boosting engagement and reducing return rates.

Subscription services like Spotify and Netflix leverage user input to refine content algorithms. By asking listeners to select favourite genres or shows upon signup, these platforms make early impressions more relevant—setting the stage for long-term engagement.

Zero-Party Data Tools and Platforms

To scale these efforts, businesses are integrating purpose-built tools into their tech stacks. Services such as Typeform, Jebbit, and Segment help brands gather and activate zero-party data across channels. These platforms offer templates for interactive content, feedback forms, and quizzes—all optimised for voluntary participation.

Marketing automation systems like Klaviyo and Salesforce Marketing Cloud now allow seamless integration of zero-party data into personalised email flows and campaign logic. With clear consent and intent data, brands avoid guesswork and build communications that resonate.

Even small businesses are embracing these techniques through CRM tools such as HubSpot, where forms and lead magnets can be configured to collect highly specific user insights in exchange for value (e.g. free resources, loyalty perks).

Challenges and Future of Zero-Party Data

Despite its advantages, zero-party data comes with challenges. Not all consumers are equally willing to share detailed information, especially in the early stages of a customer journey. Creating meaningful engagement requires thoughtful design and consistent value delivery to encourage data sharing over time.

There’s also the issue of data fatigue. With every brand requesting input, users can become overwhelmed or sceptical about how their data will be used. Transparency, clear benefits, and strong UX are essential in overcoming these hurdles.

Looking ahead, zero-party data will likely become central to trust-based marketing ecosystems. As AI continues to evolve, combining zero-party insights with predictive analytics may offer brands a significant competitive edge, ensuring relevance while preserving user agency.

Best Practices for Collecting and Using Zero-Party Data

To maximise results, marketers should clearly communicate the purpose of data collection. Whether through pop-ups, onboarding flows, or loyalty campaigns, transparency about the intended use builds confidence and drives participation.

It’s also critical to offer real, tangible value in return. Incentives like discounts, early access, or exclusive content should be directly tied to data requests. Without a strong exchange, users are unlikely to engage meaningfully.

Finally, brands must respect and honour user preferences long-term. Data should not only be collected ethically but used responsibly to enhance personalisation without crossing into manipulation. The key is building sustained relationships through consent-driven experiences.