Polonioli Andrea
Coveo Solutions Inc, Quebec City, QC, Canada.
Front Big Data. 2022 Aug 30;5:943372. doi: 10.3389/fdata.2022.943372. eCollection 2022.
Zero Party Data (ZPD) is a hot topic in the context of privacy-aware personalization, as the exponential growth of consumer data collected by retailers has made safeguarding data privacy a key priority. Articles arguing for the value of ZPD to improve personalization and engender consumer trust have appeared in the popular press, in business magazines as well as in academic journals. Advocates of ZDP argue that instead of inferring what customers want, retailers can simply ask them. Provided that the value exchange is clear, customers will willingly share data such as purchase intentions and preferences to improve personalization and help retailers create a picture of who they are. While the rise of ZPD is a welcome development, this paper takes issue with the claim that ZPD is necessarily accurate as it comes directly from the customer. This view is at odds with established conclusions from decades of research in the social and cognitive sciences, showing that self reports can be influenced by the instrument and that people have limited insight into the factors underlying their behavior. This paper argues that while ZDP disclosures are an important tool for retailers, it is critical to carefully understand their limitations as well. The paper also provides a catalog of biases for identifying potential problems in survey design to help practitioners collect more accurate data.
零方数据（ZPD）在注重隐私的个性化背景下是一个热门话题，因为零售商收集的消费者数据呈指数级增长，这使得保护数据隐私成为关键优先事项。主张ZPD对改善个性化和赢得消费者信任具有价值的文章已出现在大众媒体、商业杂志以及学术期刊上。ZDP的支持者认为，零售商无需推断客户想要什么，只需直接询问他们。只要价值交换明确，客户会愿意分享购买意图和偏好等数据，以改善个性化体验并帮助零售商了解他们的情况。虽然ZPD的兴起是一个值得欢迎的发展，但本文对ZPD直接来自客户就必然准确这一说法提出质疑。这一观点与社会和认知科学数十年研究得出的既定结论相悖，这些研究表明自我报告可能会受到工具的影响，而且人们对其行为背后的因素了解有限。本文认为，虽然ZDP披露对零售商来说是一个重要工具，但仔细了解其局限性也至关重要。本文还提供了一份偏差目录，用于识别调查设计中的潜在问题，以帮助从业者收集更准确的数据。
