One thing that will improve your marketing faster than anything else is knowing and understanding your customers. There are so many ways to try and figure out who the people are that buy your products, but with a quiz you can just ask. Here are 10 ways to learn more about your customers using quizzes.
I had coffee with a CMO of a large software company this week, and one thing that kept coming up over and over and over again was this idea of understanding what's going on with your customers. Why do they buy your product? Where do they come from? What do they care about? Why are they doing ther job?
In reflection it's crazy to me that we don't think about these things more as marketers. After all, we rely on our customers to want to use our products, to need to pay for them in order for us to run our businesses, and yet we often guess as to what they are thinking or needing rather than asking.
There are a ton of products out there for running surveys and getting customer insights, and quizzes will not replace those, a quiz isn't set up right for that kind of data. However, within a quiz you can ask the types of questions that will let you learn who is out there using and buying your products so you can better serve them.
With that in mind I went out and pulled 10 examples of quiz questions that really do a good job of asking questions to learn about who buys products and what's going on with them. This is just an assortment of questions and you can ask anything you want in a quiz, but hopefully it gives an idea of how this works.
1. How many social media followers do you currently have?
I'll start off with one that goes right into it. Let's say you sell to businesses or individuals and work in the social media arena. Literally the most important question is "How many followers do you have?" because everything is different depending on the answer to that question.
You would not recommend the same things to a person with 0 followers as you would to one with 100,000 or more.
In the context of a quiz, if you were running something like "What Social Network is Best For Your Brand?" it totally makes sense to ask someone about their number of followers. With interact, you can actually tag those people in your email marketing system or CRM so you know how to follow up with them appropriately.
You'll also get a survey-style readout for everyone who answers the question. This is perhaps the more important piece of data in the equation, because with this you know how your audience is set up, what the average is.
What you'd do with this information is see what the average person is at in terms of followers, and then build your products around that. For example, if everyone is in the 0-10,001 category, you could create a course called "How to Get Your First 10,000 Followers" and you'd know that your audience is interested in that because they told you.
2. When you get the time, you like to:
Switching over to a personality-style question, we get this one that asks about what someone wants to do in their spare time.
Now this probably seems like a stretch and you're most likely wondering how we went from a concrete question like the number of social media followers to a question about how people spend their spare time.
The answer is in purchasing reasons. Think about old-school sales, and Mad Men, where it seems like all they ever do is go to lunch and get drunk. There's a method behind that madness (see what I did there?), and the method is that people often purchase things because they like the company or person who is selling the product or service.
There are always a million options for every single thing you buy, we live in a perfect competition world, and what makes the difference is the company behind the product.
That company should be empathetic and understanding, caring about the person who is making the purchase and not just focused on the sale. Now it's impossible to be empathetic if you have no idea who is behind the other side of the purchase, if you don't know anything about the people.
Using quiz questions to get to know the buyer is one way to set yourself apart and show that you care.
3. How would you describe your fashion style?
Taking a hard right turn we're going to talk about fashion. There's a reason for this change, and it's because I want to address specific niches.
While it's cool and all to know general things about your customers, you often need to know very specific things in order to better serve them.
For example, if you are selling clothing, then you'd want to know someone's fashion style so you can best offer up the items that match what they like.
Pro Tip: When I'm looking at a new industry and trying to come up with these types of specific questions I like to interview the people who work in the industry and ask them what types of questions are important to know about a customer.
4. Favorite Color
I know this is the most generic quiz question ever, and we just talked about how you can make specific questions to get more relevant information about your customers.
However, colors are a BIG deal to people, and knowing everyone's favorite color helps you communicate better because you can incorporate colors people like and avoid ones they don't like.
During in-person conversation it is believed that up to 90% of communication is non-verbal, but how does that translate online? Isn't it a bit odd that we take the one part of communication that actually "says" the least (what we actually say) and put it at the forefront of online communication?
I think we've all heard "It's not what you say, it's how you say it" and the "how" of saying things online involves the colors we use on the pages, in the graphics, pretty much throughout everything.
I could go on about color psychology in marketing for days, but there's already been a lot written about it.
It's fascinating stuff, and once you get an awareness of what colors people like and don't like you can begin to see how that factors into your marketing strategy.
For example, once I learned that red and yellow mean "cheap" and "fast" I couldn't help but notice that every single fast food chain has those colors in their branding.
It's pretty crazy how much the colors of things can affect the way we perceive them, and you need to know what colors resonate with your audience so they feel like your brand is built for them.
5. What is your age?
I included this example because it's probably what you think of when you imagine "learning about your customers," and I'm exactly the same way.
Age is a key audience targeting tool on every single marketing plan, and it's amazing how differently the various generations of people communicate, purchase, and think about things.
It's fascinating stuff, and I dug into it a little bit, here's just one example of how age can effect internet usage according to some research from Pew Research.
For example, when it comes to internet usage, it's kind of shocking to see that older generations have adopted social media and smartphones almost as much as millennials.
We hear a ton of talk about the millennial generation and their technology addictions, but older generations who have more spending power actually use the internet just as much as millennials.
If your company is trying to be "hip" and reach young people, and then you find out most of your users are over the age of 40, you're probably messing up big time.
Guessing is expensive, just ask people what age range they are in and you'll get much better information about how tyou should be communicating with your potential customers.
6. What is your ideal vacation activity?
Traveling with people is one of the quickest ways to learn about someone else. Once you touch down in a new place the question immediately becomes - "What do we do here?" and everyone has a different idea of what the answer is.
Some prefer to just hang out and enjoy the environment, others need to be constantly on the go, but whatever the choice it tells you a lot about the personality style of the person.
As I explored the idea of personality type and how it connects back to marketing, I found the infographic pictured below that goes into the different personality types and how they like to be marketed to.
It's no surprise that people are very different and thus want to receive messages in different ways.
7. Which of these rings is most appealing to you?
People are very vocal about what they want, they'll tell you if you ask. More importantly, they don't want you to just send them marketing messages that are completely irrelevant.
There's a quote below that shows the power of personalized marketing, I highlighted the most important part where it says that 90% of people found personalized marketing "very or somewhat appealing"
"It is evident that personalized content is popular among consumers in the U.S. from the findings of an April 2017 survey on attitudes towards marketing content personalization. Respondents saying that they found this form of marketing very or somewhat appealing amounted to 90 percent, with just four percent of respondents finding personalization very or not at all appealing." -Statista
If we zoom out a bit and take a look at what this really means it starts to become clear. First of all, why do we hate being marketed to? It's usually because we're not interested in what the marketing messages have to say and they interrupt us. In the dystopian future show Maniac there is even an option to pay for things by having a person follow you around spouting out advertisements. It's so annoying that people are literally willing to pay to avoid being advertised to.
On the other hand, based on the statistic above that 90% of people don't mind marketing that applies to them, it's clear that if a marketing message is relevant and potentially even helps us solve a problem we have, we actually like that type of marketing.
Asking people for their preferences and what they are interested in lets you then get into that space where 90% of people won't mind your marketing.
8. What motivates you the most?
Why do people do the things they do? What's the motivation?
I can tell you that everyone thinks about this a lot, because the most popular category of quizzes created with interact is the self-actualization arena.
I'm going to go Apple for a second with this quote.
"Who is Apple and what do we stand for? Where do we fit in this world? We believe that people with passion can change the world for the better" - Steve Jobs
Apple found that people who buy Apple products are motivated by making the world a better place (which is now the cliche tagline of every technology company). If you think about their ads (I put my favorite one below), they don't talk about the features of the product or how it compares to other options, but they talk about how they're changing the world.
This is what resonates with their audience, and makes them one of the world's biggest companies ever - they know what their customers care about and they sell to that.
I encourage you to watch the video and get a sense for what's behind Apple's marketing, it's really amazing.
9. What do you like to do in your free time?
Chances are a lot of people buying your product enjoy their outside-of-work activities a lot more than their in-work ones. (in fact I'd be shocked if this wasn't true).
You know how car companies like Jeep are always selling to what you want to do in your spare time? You should know what those spare time things are.
This video is a perfect example, it's talking about enjoying the outdoors, which is the pillar of Jeep's entire branding and marketing.
It works because it resonates with people's activities.
10. Choose the word that connects to you/describes you the best:
I put this one in here because it shows that you care about the person behind the purchase and not just the money.
If I had to close this article up with one message it is that you should have a genuine desire to understand your customers and effective marketing will flow out of that. If you try to jump straight into doing "customer research" without understanding the people you are actually reaching then all the knowledge of the world won't do you any good because it just won't connect.
Go into cusomer research with the mentality of "Who are my customers and how can I help?" and you can't go wrong.