Recently deemed the new oil by Forbes, marketers are becoming increasingly aware of the importance of zero-party data. This type of data, defined by Forrester as data that a customer intentionally and proactively shares with a brand, holds significant value due to its inclusion of non-observable information such as emotions, sentiment, and verified intent. While zero-party data is already proving to be valuable, there is a new frontier on the horizon: subzero-party data.
Subzero-party data refers to subconscious or otherwise undetectable data that customers discover and share with a brand. By tapping into customers’ unique neural or unfiltered responses to messages and experiences, brands can leverage this data for a deeper understanding of their customers’ needs and preferences. Methods of uncovering subzero-party data include the use of neuroscience tools like EEG headsets, which map brain signals to human emotions.
Several brands are already exploring the potential of subzero-party data. Kimberly-Clark, for example, incorporates neuroscience into its market research by testing marketing stimuli on individuals participating in subconscious reaction studies. Asics offers the Mind Uplifter tool, which visually demonstrates how sports impact users’ well-being. Furthermore, a leading consumer packaged goods brand is utilizing EEG brain wave data to measure emotional engagement in response to personalized video, interstitial, and banner ads. The insights gained from this study will inform the optimization of the brand’s upcoming campaign.
The applications of subzero-party data extend far beyond marketing and advertising. As techniques advance, employers may use subzero-party data to understand employee engagement and motivation, optimizing work environments and systems. Dell, for instance, conducted an EEG study that revealed faulty technology resulted in 29% more cognitive stress than public performance anxiety.
As marketers continue to explore the possibilities of zero-party data, there is a growing recognition of its primary limitation: humans can only self-report information they are consciously aware of and willing to admit. While zero-party data is a valuable resource, subzero-party data represents the untapped wellspring from which it originates. Technologies like the Meta Quest Pro’s face and eye tracking, along with photo-based sentence completion surveys, show promise in accessing this type of data at scale.
As the conversation around zero-party data deepens, marketers must consider the potential of subzero-party data. Its unfiltered and instinctive human insights can offer customers a profound self-discovery experience while enhancing their interactions with brands. By unlocking the power of the subconscious mind, marketers can forge deeper and more meaningful connections with their target audiences.
In conclusion, the world of data-driven marketing is evolving, and savvy marketers are beginning to recognize the potential of subzero-party data. By delving into customers’ subconscious minds, brands can uncover a wealth of valuable insights that go beyond what is consciously known or apparent. As technology advances and techniques improve, the possibilities for leveraging subzero-party data will only continue to expand, benefiting both brands and consumers alike.
