Hi, my name is Josh Haynam, I’m the co-founder of Interact quiz maker. We’re a lead generation quiz software started all the way back in 2013. Every quarter I update my own internal model of what’s working for lead generation quizzes, and now I will start posting the protocol publicly.
For validation, Interact has generated over 100 million leads total, and I have personally worked with influencers like Amy Porterfield, Jenna Kutcher, Gretchen Rubin, Marie Forleo, Salary Transparent Street, and more.
Protocol for successful lead generation quizzes in Q4 2025
- The quiz helps the quiz taker get something they desperately want. Your quiz has to assist in giving the quiz taker something they must have. Nice-to-haves won’t cut it in this economy. Your quiz has to help the quiz taker get something they desperately want.
- The quiz has to deliver in a personal way. People don’t just want answers, AI can give them that. They want the answer that’s for them, and them only. You must wordsmith your quiz so it’s believable, which can only really be done through experience in working with the different types of people who will take your quiz. What I mean specifically is that your quiz has to be convincing. Convincing in the context of a quiz is relevant. Relevant is when you are using words to describe the person taking your quiz that only they will resonate with because you are using the words that they use to talk to themselves about whatever thing is bothering them that your quiz helps with. If you can align your words to their self talk, then the quiz will feel personally relevant.
- Quizzes are specific. The best quizzes address one specific issue at a time. In the past, there were quizzes like “What type of entrepreneur are you?” that did well, and those were general quizzes. Today, that same type of quiz would be replaced with something like “What Drives Your Success?” which is the same quiz, because it’s still finding out what type of person you are, and then giving recommendations. But, the framing of it is much more specific, it’s immediately obvious why you would take that second quiz. And it’s because you desperately want to be successful. In the first example, you are learning something about yourself, which is interesting, but nobody has time for that anymore. People want to know right away why they should dedicate time to taking your quiz, and to do that, you have to be specific.