Zero-party data

자발적 제공 데이터

Use preferences a customer states directly to tailor the next experience.

···
html
<div class="zero"><div class="prompt">WHAT INTERESTS YOU?</div><div class="choices"><button data-topic="DESIGN">DESIGN</button><button data-topic="TRAVEL">TRAVEL</button><button data-topic="FITNESS">FITNESS</button></div><div class="suggestion">SUGGESTED <strong id="suggestion">DESIGN GUIDE</strong></div><small>STATED BY CUSTOMER</small></div>
css
.zero{width:min(90%,590px);font:800 clamp(10px,3.2vmin,15px)/1.2 var(--font-sans)}.prompt{border-bottom:2px solid var(--fg);padding-bottom:clamp(8px,2vmin,16px)}.choices{display:grid;grid-template-columns:repeat(3,1fr);gap:clamp(5px,1.5vmin,12px);margin:clamp(14px,4vmin,30px) 0}.choices button{font:inherit;cursor:pointer;min-height:clamp(36px,9vmin,64px);border:2px solid var(--line);background:var(--surface);color:var(--fg);transition:.3s}.choices button.active{background:var(--accent);border-color:var(--accent);color:white}.suggestion{display:flex;justify-content:space-between;gap:8px;border:2px solid var(--fg);padding:clamp(8px,2vmin,15px)}.suggestion strong{color:var(--accent);text-align:right}.zero small{display:block;margin-top:clamp(8px,2vmin,15px);font:inherit;color:var(--muted)}
js
const buttons=[...document.querySelectorAll('[data-topic]')];let n=0;function show(index){buttons.forEach((el,i)=>el.classList.toggle('active',i===index));document.querySelector('#suggestion').textContent=buttons[index].dataset.topic+' GUIDE'}show(n++);const timer=setInterval(()=>{show(n%buttons.length);n++},1900);buttons.forEach((button,i)=>button.addEventListener('click',()=>{clearInterval(timer);show(i)}));

Zero-party data is a preference, goal, or circumstance a customer intentionally provides through a survey or setting. Its source differs from an interest inferred from clicks.

In the demo, selecting an interest immediately changes the suggested content. In practice, keep when and in what context the answer was given before using it later.

Do not treat a stated preference as permanent. Customers need an easy way to change or delete it, and its use should match what they were told.

When to use

Use it when a stated interest can guide an experience more clearly than an inference.

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