Zero-Party Data
Zero-party data is information customers deliberately volunteer — through surveys, polls, or preference choices — making it more accurate than behavioral data that has to be inferred.
How is it different from first-party?
First-party data is observed from behavior; zero-party is what the customer actually told you. Which color they clicked is first-party; their answer to which color they prefer is zero-party.
How does live collect it?
Polls and quizzes during a broadcast are natural collection instruments. Asking which size people want, or which color they'd like to see next season, drives participation and yields preference data at the same time.
Frequently Asked Questions
Q. Why is zero-party data more accurate?
Because it's stated rather than inferred. It does reflect intent at a moment in time, though, so it can drift.
Q. What should we watch when collecting it?
Customers need to understand why they're telling you. If it isn't clear what improves for them by answering, response rates fall and so does reliability.