A skin care brand deciding on new product lines based on answers to quiz questions. A business strategist deciding on product positioning based on quiz outcomes their audience is getting. A career coach deciding on content topics based on audience demographics.
These are three very real and concrete use-cases I’ve personally talked to Interact customers about. The true unsung hero of quizzes is their ability to gather customer insights in a very real and authentic way. People taking quizzes are incentivized to be honest with their answers because they want to see an outcome that is genuine to who they are as a person. Quiz takers self-report that they are more honest when answering quiz questions than they are in real life, because quizzes are personal and you are not trying to put on a persona, you are trying to actually see which outcome is applicable to you as a person.
Here’s a great example from Holly Marie Hayne’s quiz, it’s asking about what stage of business you are at as the quiz taker, and it asks in a friendly, approachable way, since that could be a sensitive subject. I spoke with Holly and she said this has been a helpful question to gather data on how people are answering. Then she can position her products towards the stage her audience is at.
Another example is from our own use of our product. We used an onboarding quiz, and one of the questions was “Where do you currently get your best leads from?” and I was shocked that it has switched from Website to Instagram as the leading answer, because we started in 2013 and for the first 7 years it was website by a long shot, but then it flipped. This led to us pushing a whole Instagram quiz lead magnet strategy, which has yielded awesome results and helped us stay relevant as the landscape has shifted.
Another great example comes from Advice With Erin’s quiz. The first three questions gather demographic information, which then assists in informing future content topics based on the types of people in the audience taking the quiz.
My advice for collecting customer insights in your quiz is to keep it minimal, because you can lose conversions if you ask for too much information. People can tell if your questions are just for gathering information, so you want to weave them in naturally with your questions that are directly designed to guide people to the correct quiz outcome.