GLOSSARY

Zero-party data

Q: Is zero-party data covered by GDPR?

Yes. Quiz answers linked to an email address are personal data, so the usual rules apply: a lawful basis, a clear purpose, and consent where you use it for marketing.

Last updated Oct 16, 2026

Quick answer

Zero-party data is information a person intentionally and proactively shares with a brand — their goals, preferences, challenges or intentions — as opposed to data inferred from their behaviour. Quiz answers are a classic source: people tell you about themselves in exchange for a personalized result.

Zero-party vs first-party data

	Zero-party data	First-party data
How you get it	The person tells you directly	You observe it on your own channels
Example	“My biggest obstacle is time”	Pages visited, purchases
Reliability of intent	Stated by the person	Inferred from behaviour

Collecting it with a quiz

Every answer becomes a field you can segment and follow up on. Ask only what changes the result or your follow-up, say why you are asking, and collect marketing consent separately from the answers — RooQuiz asks respondents for marketing consent at the lead step by default.

Frequently asked questions

Is zero-party data covered by GDPR?

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