Key Takeaways
Quiz marketing involves creating quizzes that engage and inform your target audience.
There are a variety of benefits to quiz marketing: engagement, customer feedback, customer insights, customer data, and brand awareness.
Brands can create multiple types of quizzes to cater to various needs.
See how Heifer International created a trivia quiz that garnered a 98% engagement rate.
The NHL created a personality quiz that reaped huge benefits, including a 58% engagement rate and the collection of 20,000 leads per month.
Samsonite’s Product Match Quiz saw 50% of quiz takers going on to shop recommended products.
Evenflo created a diagnostic quiz to help parents find the right options for strollers and car seats — and saw conversion rates rise 48% higher than business-as-usual (BAU) rates.
The cosmetics company e.l.f. (Eyes. Lips. Face.) created a quiz to survey customers about their No Budge Shadow Stick, allowing them to collect more than 11 data attributes per customer.
Experiences by Jebbit lets you create interactive content, including quizzes, easily and without the need for coding.
Looking for that magic solution that will help you take your marketing game to the next level? Today’s brands are beginning to realize that it’s all about engagement. And where engagement is concerned, it’s no longer enough to create the most buzzy or exciting advertisements. Customers are seeking enjoyable, meaningful interactions that provide genuine benefits.
You can capture their attention with quiz marketing. For customers, quizzes offer a ton of value: entertainment, personalized recommendations, product information, a chance to express their opinions, and more.
We’re here to help you get started. Follow along to learn all about quiz marketing, the types of quizzes you can create, and how to create them.
What is quiz marketing?
It’s such a simple concept that it’s genius! Quiz marketing happens when brands create quizzes designed to engage and inform their target audiences. A marketing quiz doesn’t necessarily need to be about making a sale — although in some cases, it can be. You can also use quizzes to gather data, collect leads, learn more about customer preferences, or help customers find the right products.
How quiz marketing fits into interactive marketing
Quiz marketing is a powerful tactic because it aligns perfectly with the overarching strategy of Interactive Marketing.
Interactive marketing is the practice of creating two-way exchanges with customers, moving beyond static content to foster direct participation. Quizzes are a core component of this strategy because they inherently demand a response, immediately transforming a passive experience into an active interaction.
This interactivity generates value through:
Participation: By requiring the user to answer questions, quizzes achieve significantly higher engagement rates than traditional content. This active mental effort deepens the customer's connection to the brand.
Personalization: The input gathered from the quiz allows the brand to offer an immediate, tailored result—such as a product recommendation or a diagnostic solution. This personalized reward is highly valuable to the user, as it rewards their time with meaningful and relevant content.
In essence, quizzes shift the marketing relationship from a monologue to a dialogue, making them a vital tool for modern interactive strategies.
What are the benefits of quiz marketing?
If you haven’t added quizzes to your marketing mix yet, you should. Why? Because it’s an easy way to reap huge benefits. Here’s what you can get from online quizzes:
Customer engagement: Most types of content marketing involve reading or watching something, which means that while they can boost engagement, there isn’t an interactive element that really helps customers immerse themselves in the content. Quizzes are interactive, which makes them one of the most engaging forms of content you can produce.
Customer feedback: Some quizzes are designed to help you gauge customer preferences, pain points, and other details related to your user experience. These quizzes can help you collect valuable feedback that you can use to enhance both the customer journey and the customer experience.
Customer insights: What do your customers want most? Quiz them, and they’ll tell you! Quizzes are a great way to gather valuable insights into everything from demographic data to interests, hobbies, product preferences, and more.
Customer data: As noted, quizzes can be a valuable way to collect data — and it goes well beyond demographics. You can use them to collect zero-party data (contact information, preferences, and so on), and first-party data (like browsing information from website visitors and location details).
Brand awareness: Quizzes are shareable — and when quiz takers have fun with your quizzes, they’ll want to share them with friends and colleagues on social media. Social shares are a valuable way to get the word out about your brand.
You’ll get a lot from quiz marketing, and you’ll have the chance to give potential customers what they want too. Certain types of quizzes — most notably, product recommendation quizzes — can help customers navigate your lineup of offerings to discover what will best fit their needs. In some cases, you can even increase your average order value (AOV) while increasing customer loyalty at the same time. For example, let’s say that a hypothetical skincare brand creates a quiz that recommends the right product based on a user’s skin type. This quiz can also recommend companion products that the user can combine with the initial product to get even better results. Everyone wins — your AOV goes up, and the customer is thrilled with a skincare routine that works beautifully for their unique needs.
This is a crucial addition. Highlighting the data collection aspect—specifically the value of zero-party data—is a key differentiator for the brand and significantly boosts the article's relevance in the current privacy landscape.
Here is the expanded section, positioned to emphasize ethical data collection and its strategic value:
The Value of Zero-Party and First-Party Data Collection
While engagement and conversions are immediate benefits of quiz marketing, the profound strategic value lies in the ethical collection of high-quality zero-party and first-party data. This capability is a core differentiator, especially in a world moving toward privacy-first marketing.
Collecting Zero-Party Data Ethically
Zero-party data refers to information that a customer intentionally and proactively shares with a brand, typically in exchange for a benefit. Quizzes are the perfect mechanism for this exchange. By answering questions about their preferences, needs, intent, and motivations (e.g., "What is your main skin concern?" or "Which travel style do you prefer?"), Customers knowingly volunteer this data to receive a personalized result.
This method is inherently privacy-first because:
Transparency is Built-In: The customer knows exactly what information they are sharing and why.
Consent is Explicit: Completing the quiz constitutes explicit consent for the brand to use the preference data.
This process transforms anonymous users into known individuals with rich, actionable profiles, giving marketers proprietary insights unavailable through any other method.
The Power of First-Party Data Enrichment
Beyond declared preferences, quizzes are also excellent at capturing first-party data, such as site behavior and browsing history linked to the quiz experience. When a quiz is deployed on your owned properties (like your website or app), the zero-party data collected is immediately tied to the user’s existing first-party profile.
This combination of data is powerful because it offers the deepest level of customer understanding:
Zero-party data reveals the customer's intent and preferences (what they explicitly state they want).
First-party data tells you about the customer's actions and history (what they actually do).
By tying these data types together, quiz marketing not only enriches your existing customer profiles but also provides the foundational intelligence required to create truly personalized customer journeys and segment audiences with unparalleled accuracy.
Types of quiz marketing and examples
Wondering what type of quiz you should create? Don’t stop at just one! There are various quiz types that your target audience will enjoy. Read below for recommendations and examples.
1. Trivia Quizzes
A trivia quiz is a great way to boost engagement among your customers — and because these quizzes are designed to be a fun activity, they’re also highly shareable, which makes them a good tool to help you build brand awareness. Trivia quizzes are the online version of trivia night at your favorite pub. They’re meant to test your target audience’s knowledge in a specific area (usually an area that your brand happens to focus on).
One example of this is a trivia quiz that Heifer International created using Experiences by Jebbit. This quiz is one of several assets that Heifer developed with Experiences — and it’s a fun little experience that tests users' knowledge about bees. It was launched as part of a marketing campaign that also included personality quizzes.
The results? Heifer’s venture into quiz marketing gave them a 98% engagement rate, an 85% completion rate, and a 41% lead capture rate. Overall, this campaign was a huge success, helping Heifer collect donations to support their mission.
2. Personality Quiz
Personality quizzes are the workhorse of the online quiz world. Almost everyone loves answering fun questions to discover what their personality type is — so much so that Buzzfeed built an entire business model around personality quizzes. With this in mind, you can use personality quizzes to engage customers, build loyalty, recommend products, collect data, and gain customer insights — all in one quiz.
That’s what the National Hockey League (NHL) did with their personality quiz. It’s a fun experience that shows users what NHL mascot they are on the inside. Not only did it give the NHL a 58% engagement rate with 60% of people completing it, but it also collected 20,000 leads per month — and 50% of people who completed the quiz went on to shop recommended products. That’s a lot, and all from one simple experience that matches fans with their inner mascot.
3. Product Recommendation Quiz
Product recommendations aren’t just fun; they’re also a fantastic way to drive sales while providing a seamless personalized shopping experience for your customers. When people take the quiz, it should ask a few simple questions about their needs and preferences, then wrap up by offering tailored recommendations according to the data you’ve collected.
You can see how it works through Samsonite’s Product Match Quiz. This quiz delivers a simple, smooth user experience through a handful of questions designed to suss out details on the user’s travel preferences. Based on that information, it can offer recommendations for the best product to suit an individual’s needs.
The case study reveals the success of this particular quiz. Not only did 50% of quiz takers go on to purchase the recommended products, but it also proved quite effective in boosting user engagement. Fifty-eight percent of website visitors who clicked on the quiz engaged with it, and 60% completed it.
4. Diagnostic Quiz
Diagnostics quizzes are all about troubleshooting a problem. Traditionally, this type of quiz design has served as a stand-in for tech support, using questions and answers to diagnose a technical problem and walk the customer through to a resolution. However, you can also treat a diagnostics quiz as a leveled-up version of the product recommendation quiz.
That’s how Evenflo’s quiz works. It begins by recognizing the fact that new parents are often faced with an overwhelming number of choices and decisions to make — and then it helps them solve that problem by walking them through a series of questions designed to help them find the right options for strollers and car seats.
Not only does this prove incredibly helpful for parents, but it’s been great for the marketers involved too. Since launching this quiz, Evenflo has experienced a 19% decrease in their website bounce rate, plus 48% more conversions compared to their BAU rates. On top of that, they’ve collected an average 4.8 key attributes per user.
5. Customer Preference Quiz
Want to find out more about the things your customers want most? A customer preference quiz is what you need. This type of quiz polls customers about their specific preferences in regards to the products that you’re offering. It can help you discover how to fill gaps in your product lineup, or you can send these quizzes out as a post-purchase follow-up to learn about how you can tweak the product or the customer experience to suit consumer needs better.
The cosmetics company e.l.f. (Eyes. Lips. Face.) did this with a quiz that asked customers about their No Budge Shadow Stick. This experience asks customers what they liked best about the product and what features they look for when purchasing this kind of makeup.
In terms of gathering data, the quiz was a big hit. Eighty-four percent of quiz takers completed the experience (which only took an average of 122 seconds per customer), and that allowed e.l.f. to collect more than 11 data attributes per customer.
How to Create and Promote Quizzes
We’ve shown you some great examples of interactive quizzes. Now it’s time to add your own quizzes to your marketing plan. It’s a simple process — and we’ll walk you through it step by step.
1. Get set up with a quiz maker
You could create quizzes from scratch — but that’s a lot like putting square wheels on your car. It’ll be a lot harder to get things rolling.
The better option is to choose a platform where you can make whatever you want using either quiz templates or your own design. Experiences by Jebbit is just such a tool. This no-code quiz builder will make it easy for you to create interactive content in a variety of formats — not just quizzes, but also surveys, lookbooks, polls, and other types of assets.
2. Determine your goals
Before you start designing, determine the purpose for your quiz. There are lots of things that quizzes can help you do, such as:
Increase engagement
Build brand awareness
Gather customer data
Capture leads
Boost conversion rates
Learn about customer preferences
Learn about customer pain points
Create personalized product recommendations
Your best bet is to examine your digital marketing strategy to see what needs optimization. For example, if you need more data, then design a quiz with data collection as your primary goal. But if you need to build buzz, then focus on creating a quiz that is fun, engaging, and super shareable.
3. Identify your target audience
As with all types of marketing tools and assets, you’ll need to take your target market into account — especially if you’re creating things like personality, style match, or trivia quizzes. To truly engage your target audience, discover what they enjoy, and then create a quiz that matches their interests.
For example, if your brand sells snacks, it’s likely that some of your audience segments enjoy sports. You could engage these segments with a quiz that asks about their game-day snack preferences, then wraps up by offering a personalized recommendation for one of your products.
4. Choose a quiz type
Choosing your goals and analyzing your target audience are among the first steps because these two things will help you determine what type of quiz you need to create.
Think about it this way: If your goal is to round out your email list with new leads, then you’ll need to create a quiz that features a lead generation form at the end. But how will you entice quiz takers to give you their email address?
Look to your audience’s preferences to find out. For instance, if your data reveals that you have a lot of shoppers seeking knowledge, try a product recommendation quiz that exchanges quiz results for an email address.
5. Create quiz questions
Creating the right questions will be the hardest part of the process — and that’s because the questions need to not only engage your customers but also support your goals for the quiz. Take your time in creating a set of questions, and remember that less is more. You don’t want to bombard customers with dozens upon dozens of questions. A small handful of carefully selected questions that focus around a narrow topic will get you the best results in terms of engagement and completion rates.
Once you’ve created your questions, feel free to test them out. Take the quiz yourself, and send it out to colleagues to get their responses. This will give you an idea of how well the quiz will perform once it goes live. Keep in mind that even after the quiz goes live, you can always make adjustments to questions or the overall design to improve its performance.
6. Promote your quiz
Now that you have a finished quiz, it’s time to launch it and promote it! But where should you promote it? This will largely depend on the type of quiz that you’ve created and the goals that you have for it. For example, if you’re creating a quiz that asks customers how satisfied they are with a purchase, it’s best to send it out in a follow-up email or SMS message.
Here are some other ways to promote quizzes:
Share them on social media.
Link to quizzes on your homepage, on product pages, or elsewhere within your online store.
Create a section for quizzes within your mobile app, if you have one.
Link paid ads on search result pages or social media to landing pages that feature the quiz.
7.
Deploying a quiz requires continuous performance analysis to maximize its return. Marketers should rigorously track the Engagement Rate (to confirm topic relevance), the Completion Rate (to ensure low friction), and the Conversion Lift (to quantify business impact). To continually improve these results, testing is essential: use A/B tests to compare different quiz formats (e.g., personality vs. product match) and to optimize the messaging and calls-to-action on the results pages, ensuring the experience drives maximum conversions.
How BlueConic powers interactive marketing using quizzes
BlueConic (and its interactive content platform, Experiences) moves quizzes beyond simple lead collection by integrating them directly into its core Customer Growth Engine (CGE).
Here is how quizzes fit into the CGE strategy:
Data Fuel: Quizzes ethically capture explicit zero-party data (customer intent and preferences). This rich information is instantly and automatically updated in the user's unified profile within the CDP.
Activation Engine: Once the profile is enriched, the CGE's AI uses this quiz data to power predictive scoring and segmentation. This enables marketers to send real-time, personalized communications across every channel (email, ads, and web).
In short, BlueConic utilizes quizzes as a powerful, easy-to-deploy tool for enhanced data collection, ultimately leading to improved growth outcomes. Clients see significant, measurable results:
Marmot saw a 47% lift in conversions and 34% lift in AOV using a product finder quiz.
PepsiCo achieved a 24% increase in their first-party data asset with interactive experiences.
BlueConic Can Help You Get Started With Quiz Marketing
Quiz marketing is a great way to build engagement among your customers while giving you opportunities to collect data, gain customer insights, and drive sales. The benefits can be huge, and often, you can achieve multiple goals simultaneously — such as engaging your current customers while also collecting data and capturing the attention of potential customers.
It’s surprisingly easy to create a great quiz too. Follow the steps above, and make sure to use Jebbit’s Experience Builder to help you create a beautiful design that seamlessly integrates with your website, mobile app, and other properties.
If you’d like to learn more about how quizzes and interactive experiences can work wonders for your brand, schedule a strategy call.
What is quiz marketing in interactive marketing?
Quiz marketing is the strategic use of online quizzes designed to engage and inform a target audience.Within interactive marketing, quizzes serve as a crucial tool for creating a two-way dialogue with the customer, transforming passive content consumption into an active, personalized interaction.
Quiz marketing FAQs
How do quizzes help in marketing?
Quizzes offer multiple benefits for marketing and business growth:
Boost Engagement: They are highly interactive, leading to high engagement and completion rates.
Collect Zero-Party Data: They ethically capture explicit customer preferences, intent, and motivations directly from the source.
Gain Customer Insights: They provide valuable feedback on customer pain points and product needs.
Drive Conversions: They facilitate personalized product recommendations, leading to increased sales and higher Average Order Value (AOV).
Increase Brand Awareness: Their fun and personalized nature makes them highly shareable on social media.
What are the best types of quizzes for marketing?
The best type of quiz depends on your goal, but the most effective formats include:
Product Recommendation Quizzes: Ideal for driving sales by guiding customers to the perfect product match based on their needs.
Personality Quizzes: Excellent for high engagement and lead capture by matching users to a fun persona or category.
Diagnostic Quizzes: Highly valuable for troubleshooting problems or guiding customers through complex choices (e.g., finding the right car seat).
Trivia Quizzes: Primarily used to boost brand awareness and general engagement through a fun, shareable activity.
How can I measure the success of quiz marketing?
Success is measured by tracking key performance indicators (KPIs) and their business impact:
Engagement Rate: The percentage of people who start the quiz after viewing it.
Completion Rate: The percentage of users who start and successfully finish the quiz.
Conversion Lift: The measurable increase in desired actions (e.g., purchases, email sign-ups) achieved by quiz takers compared to non-takers.
Data Attributes Collected: The average number of unique zero-party data points gathered per user profile.
What tools can I use to create interactive quizzes?
Tools designed specifically for interactive content creation, like Experiences by Jebbit (part of BlueConic), are ideal.These platforms offer no-code quiz builders and templates that allow marketers to easily create, launch, and integrate personalized quizzes with their website, mobile app, and other marketing systems.
