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Are quizzes your key to better marketing data?

People love to declare things “dead” in marketing, but when it comes to cookies, they’re definitely going extinct. With the demise of third-party cookie-based targeting looming, fueled by privacy concerns and major data breaches, brands are now compelled to roll out a fresh batch of data-driven tactics. This may sound like the end of the world for your paid advertising, as third-party cookies allow you to track user behaviour across the web (spoiler: it’s not). Rather, it’s an opportunity to refocus your approach. 

So, what does a cookieless world look like? Well, more and more brands are now prioritising first-party data collection. You know those quizzes you’ve taken to discover the ideal shampoo for your hair type? Or the right shoe size based on your current footwear collection? These are all efforts to collect first-party data.

What is first-party data?

These days, transparency and trust are non-negotiable. People want to feel confident their information is gathered responsibly and used ethically. In a cookieless world, embracing this data-driven targeting tactic is essential. 

First-party data is collected directly from your audience, whether it’s customers, site visitors, or social media followers. What this means is that it’s more personalised. And the best part? You own all the rights, without depending on a sketchy third party to track your customers’ behaviour. 

When you collect first-party data, you can retarget and nurture your audiences based on what you’ve learnt about them. This helps build trust and foster positive relationships that drive meaningful engagement (AKA that Shopify notification that’s music to your ears).

How do you collect first-party data?

One of the easiest ways to collect valuable (and accurate) first-party data is with quizzes. 

Creating compelling quiz experiences

Customers are willing to tell you what they want through quizzes. You just have to ask.

I took a deep dive to discover what brands are nailing first-data party collection through quizzes. One brand blew me away.. It was none other than Good Pair Days, a brand that deserves all the sparkles (IYKYK, peek the Young Folks TikTok). They’ve created the perfect quiz that’s engaging, educational, accessible to a wide range of audiences, and interactive. 

Sometimes when I take quizzes, they’re filled with snooze-inducing questions making me want to close my laptop. On the contrary, Good Pair Days came out swinging with questions like ‘You’ve been given a magic everlasting bowl of fruit, what are you choosing?’’ and ‘How adventurous do you consider yourself?’. It’s almost giving speed dating. And I kind of love it. 

After the quiz, I was presented with my perfect match win list. The products even have a match percentage in the corner. And when I thought it couldn’t get more convenient, it did: they slipped my top matches into my first box for a seamless checkout. Talk about sealing the deal. Tempting? Absolutely. But I resisted—can’t risk my boss catching me shopping for wine on company time. 

The benefits of using quizzes for first-party data collection

Collecting first-party data might seem like a lot of work (kind of like finding your perfect match), but it’s actually super valuable and long-lasting. Once you set it up, it keeps giving, helping with digital ads and content. After all, you get what you put in. Here are some benefits:

Improves conversion rates

With 91% of consumers favouring brands that remember and send relevant offers, the proof is in the pudding. Say, for example, you’re an e-commerce organic skincare brand. Your quiz reveals a large portion of your customers have dry skin. You can then target them in your Meta ads offering a hydration starter pack with all your best-selling products for dry skin. You’re more likely to get a higher conversion rate than if you had targeted all your existing customers.

Builds customer trust and loyalty

When collecting first-party data through quizzes, you gain consent, which builds trust with your customers. This is different from cookie-based data collected online without people’s knowledge. First-party data helps understand customer needs and preferences, leading to personalised experiences and increased loyalty over time.

It’s cost effective

Forget pricey third-party sources and data acquisition methods. Quizzes are a cost-effective way to gather valuable first-party data without breaking the bank.

Makes your brand memorable

Imagine you’re at an event. Someone approaches you with genuine interest, asking about your passions and interests. Then another person greets you and brags about their job and skills. Fast forward, you’ve been invited to another event and they’re both there. Who do you gravitate towards? The one who invested in a meaningful connection, every single time. 

It’s the same with marketing. Just like in personal relationships, understanding your customers’ needs, preferences, and problems helps create lasting connections in marketing. Instead of pushing products, offering tailored solutions makes a brand more memorable.

Helps make iterative improvements

By analysing your quiz data over time, you can continuously refine your marketing strategies, product offerings, and create customer experiences that vibe with their latest trends and preferences. It also guides ordering more of what customers want and less of what they don’t.

Informs your content strategy

What better way to guide content creation than to use quiz responses that reveal customers’ interests, preferences, and pain points? You can tailor your content to address specific topics or themes that resonate with your audience, increasing engagement and relevance.

Supports product development

Insights from quiz responses can inform product features, designs, and functionalities to better align with your customer’s preferences. And it’s not only for new products—you can use quiz data to identify gaps in your existing product offerings too..

Enhances personalisation for your marketing campaigns

Is there a new marketing campaign on the horizon for your brand? You can use your quiz responses to create tailored messaging, promotions, and offers that speak directly to customers’ needs and preferences.

How to create quizzes that capture valuable data

Don’t miss out on reaching the 62% of Aussie shoppers on smartphones—make your quiz mobile friendly

Did you know 62 per cent of people online shop using their smartphones? That’s more than half the population! Resize everything to fit the screen nicely, and ensure any images or videos load fast. Keep it simple, so it’s easy to tap buttons and answer questions without lots of scrolling. Test it on different phones to make sure everyone can enjoy it. If your quiz isn’t mobile-friendly, you might miss out on reaching a big part of your audience!

Enhance engagement through personalisation

One size does not fit all, especially when it comes to quizzes. Personalisation can significantly enhance the user experience and make your quizzes more impactful. 

Let’s say you’re a bank. Instead of asking everyone the same questions, you could ask about their goals for the next 5 years. Then, you can give advice based on their answers. This makes the quiz feel more useful and makes people more likely to take action because they’re getting advice that fits their situation.

How do you weave captivating copy that grabs attention and keeps people hooked?

If we learnt anything from the Good Pair Days quiz (apart from the fact they sell fabulous wines), it’s that quizzes don’t have to be stale and boring. Think strategically about creating compelling copy that engages your audience, but doesn’t stray from the purpose.

Here’s a formula you can follow when creating your questions:

Start with a clear goal: Good marketing begins by knowing what you want to achieve. For instance, a travel company might aim to learn about their audience’s travel interests to better target email campaigns.

Ask attention-grabbing questions: Instead of a mundane question like ‘What’s your favourite travel destination?’, ask a question like ‘Saturday night on holiday—your dream scene. What’s happening?’. This sparks imagination and curiosity.

Connect emotionally: Make sure the question resonates emotionally by inviting users to visualise their ideal situation, tapping into their desire for adventure, relaxation, or exploration.

Ensure relevance: Each option (a, b, c) should reflect the quiz’s purpose and reveal insights into the users’ travel preferences. For instance, option A could be ‘dancing at a lively beach party’, B ‘enjoying a quiet dinner on a rooftop terrace’, and C ‘hosting a family game night at the holiday rental’.

    The result of this formula? Someone who’s hooked and intrigued, dreaming up their perfect getaway.

    How can you enhance the visual appeal of your quizzes?

    I’ve been guilty of thinking quizzes are filled with text and bland stock images, like the ones you take before you book a doctor’s appointment (seriously, hurry up and let me book an appointment). 

    However, brands like Skylar Perfumes have shattered that stereotype by demonstrating that quizzes can be fun on the eyes. With engaging GIFs and vibrant visuals, they’ve made the quiz experience immersive and memorable, capturing users’ attention and keeping them engaged.

    This highlights the importance of thinking outside the box and pushing the boundaries of what quizzes can be, spicing them up with GIFs, imagery, and motion. 

    How can you make your quizzes more appealing with tempting rewards?

    Customers trust you with their valuable information, so it’s important to show your appreciation and make it worth their while! Think of it like you’re hosting a party and want everyone to join the fun. Offering rewards like discount codes, free samples, loyalty points, or other perks is like handing out prizes for a cocktail competition (do people even do that anymore or is it dead just like cookies?) – it keeps the excitement going and encourages people to participate.

    Why does data privacy, following rules, and transparency matter?

    Your personal information is like your room – you wouldn’t want anyone snooping around without your permission (except maybe your adorable Labrador who can do no wrong), would you? Well, the same goes for data privacy. Make sure you get permission from people before using their information. This follows rules like GDPR and CCPA. It’s easier when you collect data directly from customers instead of from other places. Keep this data safe with strong security measures like encryption and access controls.

    To stay compliant, use first-party data when you can. Be clear about how you collect data and give people easy ways to manage their info. Updating your data policies regularly is important too.

    Following these steps makes customers feel safer sharing their info with you (like having a trusty bestie who never spills your secrets). It also reduces the chance of getting fined for breaking rules. Being transparent about data builds trust and attracts more customers who care about privacy.

    If you’re unsure where to start or need assistance implementing a first-party data strategy, reach out to our team for a chat.

    Written by

    Experienced in content creation, social media, brand and campaign strategy, CRO, CRM, data analytics, research and SEO. Ella has previously worked on the NaturePact campaign for People & Parks, an Australian environment and health charity.

    Our Melbourne and Mornington Peninsula studios are open 9am – 5pm Monday to Friday. If you’re a brand in the business of doing good, we’d love to hear from you.

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