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Data, Consent & Privacy
3 min read
Zero-party data is information people choose to share with a brand directly and intentionally — preferences, intentions and feedback given through quizzes, polls or preference centres. Unlike behavioural data inferred by watching, it is volunteered, which makes it both accurate and trusted.
Invite people to share. Quizzes, polls and preference centres ask directly.
Offer value in return. Better recommendations or experiences reward sharing.
Capture the intent. Stated preferences and goals are recorded.
Act on it. Personalisation reflects what people actually said.
Preference centres. People set what they want to hear about.
Quizzes. Guided questions that reveal needs.
Polls and surveys. Direct questions to the audience.
Interactive content. Experiences that invite input.
Accuracy. It comes straight from the person’s own words.
Trust. It is shared knowingly, not harvested.
Privacy-safe. Volunteered data sidesteps tracking concerns.
Value exchange. People share only if they get something back.
Volume. It is deliberate, so it scales slowly.
Freshness. Stated preferences change over time.
Follow-through. Ignoring what people told you breaks trust.
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