From mast past many years. Digital marketing agencies have been using third party cookies. These cookies are the tiny tools that follow people around the internet to see what they do and what they like. Therefore, this has helped companies a lot in showing the ads that matched people's interests. However, things are not the same now. 

 

Web browsers are becoming strict about privacy. Additionally, people do not like to be tracked any more. So, the third party cookies won’t live longer. 

 

 

Therefore, marketers, brands, and digital marketing agencies need to find new and better ways to find what their audience wants. 

 

 

So, the best method is to listen to what your customer wants, instead of spying on them. Therefore, to make this possible we have the heroes “first part data & zero party data. These new types of data will help you know your audience better, in an honest, respectful, and accurate way.  

Why Audience Research Needs a Makeover?

 

 

The traditional way of doing audience research used to rely on third party data bases, cookies, and lookalike audiences. This was convenient. However, it was not secured, and lacked depth. 

 

 

Now, privacy laws like GDPR and India’s DPDP Act exist. Brands, marketers, and agencies have to collect insights directly and transparently. So, to make this happen, you must know that audience research is not about tracking. Instead, it is about winning your customer’s trust. 

 

First-Party Data

 

 

First party data is the information which is collected directly for your audience via website, app, email campaigns, CRM, or offline interactions. 

 

 

To understand this better, you can think of it as the behavioural blueprint of your customers. Which includes, what they buy, how they browse, what they engage in. 

 

 

This method is reliable, consent based, and incredibly insightful when used right. 


 

 

For example: This first party data can analyze how your users move through your website, or which emails drive the most engagement. This can be very powerful to understand your audience's behavioural trends. 

 

Zero-Party Data

 

 

Zero party data collects the information that your customers voluntarily and proactively shares with you. It includes their preferences, motivations, or future intentions. This information is captured through various platforms like forms, quizzes, surveys, chatbots, and feedback tools. 

 

 

To understand this easily: If a user tells your fashion brand that they prefer sustainable clothing in neutral tones. This will be the zero party data. Because the information is not observed, it is given. Additionally, this information is precious for marketers to build personalized experiences that feel authentic. 

How First Party & Zero Party Are Reshaping Audience Research?

1. Personalization That Feels Human

 

With the help of first and zero party data. Personalization has become such an easy task. Therefore, it helps you understand your customer values and what they respond to. Therefore, using this data you do not need to guess your audience. You will be able to tailor content, recommendations, and ad creatives based on real insights. Additionally, this will lead to better engagement and stronger customer relations. 

2. Building Trust and Transparency

When a user has been asked or requested to share their details. It builds trust and they feel the brand is being transparent. Furthermore, when users willingly share their preferences, they also expect respect. Because, zero party data empowers marketers to build trust first relations, and show that personalization does not come at the cost of privacy.

 

3. Smarter Campaign Efficiency

 

 

Any campaigns which are powered by these 2 data sources. They will surely perform better. Because, the audiences are real, high intent, and contextual. 

 

 

Additionally, it will also let you avoid wasting ad spend on inaccurate lookalikes or borrowed lists. 

 

 

4. Future-Proof Marketing

 

 

If a brand will rely on first and zero party data. It will help them survive and stay ahead from their competitors in this cookieless era. Additionally, their audience will stay consistent, compliant, and close to the source. 

The Indian Marketing Lens

 

 

In India, digital consumption is booming. And, also consumer awareness around data and privacy. Therefore, marketers are realising that the forward way is not easy and it won’t work through aggressive tracking. Whereas, it is through ethical data ownership. 

 

 

Additionally, for brands, marketers, or agencies it is essential to understand that Indian customers are willing to share their information. Only if it leads to better, more relevant experiences, discounts based on what they love, recommendations that save time, or loyalty programs that actually feel rewarding. 


Therefore, this is where agencies like Bonwic are helping brands build meaningful relationships. Which is powered by data that is clean, transparent, and human . 

How Bonwic Can Help?

 

 

At Bonwic, we believe great marketing begins with understanding the audience. Therefore, we help brands use first and zero part data. So you do not just target or spy your audience. Whereas, you connect with them. Additionally, at Bonwic we blend data intelligence with creative storytelling. Furthermore, we transform raw insights into campaigns that feel personal, purposeful, and powerful. 

 

 

And, here is how we do it:


 

  • We help brands collect and unify their owned data ethically and efficiently.

  • Our team turns behavioral and preference insights into actionable creative strategies.

  • We design campaigns that speak to human intent, not just demographics.

Conclusion

 

 

The rise of first and zero party data marks a new era of audience research. It is built on trust, transparency, and genuine understanding. So, brands can engage their audience who willingly share their details and matters to them. Instead of chasing them across the internet.  

Therefore, to make this possible for the brands, Bonwic, the best digital marketing agency comes with qualified customer data strategy. At Bonwic, we help brands turn data into meaningful insights that boost their growth.