Is Zero-Party Data a Good Idea for SaaS?

SaaS companies are trying to figure out where is that fine line or the healthy balance between asking people questions and getting their answers. I think if it's done the right way, users will actually appreciate that the experience is being customized for them; they'll volunteer that information. And then, of course, when it comes to just purely the efficiency of the spend, if those answers can be scored and then shared with, let's say, Google Ads,. That's a really interesting future.