Have you ever thought about incorporating personality quizzes into your lead-generation strategy? Personality quizzes are not just engaging; they can also be powerful tools for connecting with your audience.

How many times have you seen a quiz pop up asking something like, “What is your work personality?” Or, “What is your ideal career?”

These types of quizzes teach you more about yourself – and can reveal insights into your interests, strengths, and preferences.

They’ve been around for a while, too – since the early 1900’s. According to Harvard Business Review, “Millions of workers take assessments each year as part of personnel selection, to improve collaboration and teamwork, and to identify satisfying career paths.”

This blog will take a look at the history of personality quizzes and how you can best implement them for your lead generation strategy.

The History of Personality Quizzes

In the digital marketing and business worlds, some of the most common personality assessments include the Myers-Briggs Type Indicator (MBTI), the Big Five Personality Test, and DISC Assessments.

Most, if not all, are based on the idea that there are types of personality traits that we all have, which affect how we see and view the world.

The Myers-Brigg Type Indicator came about in 1917 when Katharine Briggs began researching personality with her daughter. They drew on the work of Carl Jung, grouping people into 16 personality types based on traits like introversion or extroversion. The MBTI is the most popular personality assessment ever created, with over 50 million people having taken it since the 1960s.

The Big Five Personality Test measures a person based on a combination of 5 personality traits – Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism (also known as OCEAN).

DiSC assessments are frequently used in the workplace to learn how colleagues can best communicate with each other and work together. The DiSC breaks down test-takers into a combination of four categories: Dominance (D), Influence (i), Steadiness (S), and Conscientiousness (C). You can also be a combination of more than one (such as a-Si).

Even more recently, Facebook profile researchers have been able to identify certain traits based on people’s digital footprints. Interacting with content (such as an assessment or quiz) can help show personality traits and preferences.

You’re also probably familiar with how ads can track where you move online (hello, cookies!) and the type of content you spend more time on.

Why Do Personality Quizzes Matter in Marketing?

This may all sound interesting – but why do personality quizzes like this matter when it comes to marketing?

Well, when you’re thinking about your marketing, I bet you want to make it personalized.

And targeted.

And engaging.

You want to tailor your marketing to your ideal clients and leads.

Guess what – you can do that through personality quizzes!

Personality quizzes appeal to us psychologically because they make a person ultimately feel seen and heard.

Think about it – you just took a personality quiz. It reinforced that you need to speak up for yourself more at work (but you already knew that.) Great, done! A few minutes later, you’re browsing online and see an ad for personalized coaching services for introverts. And not just introverts, but people who want to advocate for themselves more at work. What a coincidence!

Or is it? It could just be really good marketing. When you learn about someone’s psychological and digital patterns, you can reach people in their preferred style. Gone are the days of generalized marketing communications for everyone. Now, you can market to specific population segments, truly reaching them where they are and how they want to be reached.

When you do that – you are engaging with leads and customers on a whole other level. Who doesn’t love to feel completely understood?

Once your lead completes a personality quiz, you can use that information to better communicate with them. When do they want you to reach out? How often? With what type of content? This ties in with the process of creating customer personas and segments as well. Don’t try to reach everyone with the same message and marketing – personalize for the best results! Similarly, you can utilize the same strategy with your current customers. 

Creating a Personality Quiz with Agolix by Assessment Generator

Are you ready to start creating your own personality quiz? Agolix by Assessment Generator can help!

First, prepare to create your own quiz by defining clear objectives. What information are you hoping to gather and learn from this? Who is the target audience you want to reach?

What do you want to learn about this target audience, and how can you best get their attention and keep it? How would they want to be communicated with?

This is where you can do some research on your own. Agolix provides you with a variety of ways to customize your assessments, surveys, and quizzes. From branding to question types, you have the flexibility to focus on different leads or customers with ease.

For example, if you’re trying to reach more introverted customers, you may not want to use the narrative question format. If you know a customer segment has a short attention span, that may not be a good option either. Instead, focus on True/False, Yes/No, or Multiple-choice questions (at least to begin with!) Keep things simple and straightforward.

While it’s always important to be aware of unconscious bias in your quizzes and assessments, you do want to develop questions aligned with the personality traits or characteristics of your target audience.

Another way you can do so is by tailoring your results to be even more engaging. With Agolix, you can provide dynamic reports that can uniquely communicate quiz results. These reports can also include personalized feedback from you – aligning you as an expert in your field, and someone who is already helping (especially if you’re engaging with a lead in this way!)

If you’ve had someone take a quiz or assessment about their personality type, the scoring can put them into a certain grouping. Then, you can communicate personalized feedback based on that grouping – so it’s personalized, but at scale!

For lead generation, consider using different versions of the same quiz or assessment. With a few simple tweaks to wording or questions, you can make sure a quiz is better targeting a certain customer segment. This is also true when it comes to where you’re putting your quiz for people to find. Is it in your email signature? A pop-up on your website? In an ad – on a website – that your target customer should be on, based on their personality? (Do you see where we’re going with this?)

Once you draw in these leads to take a quiz, capture their information – whether it be just name and email, or something more – and use that to follow up. You can even automate this process and have the emails collected from your quiz sent to wherever you keep track of your email lists.

Agolix also lets you integrate with CRMs to collect data. You can integrate with Zapier to automate your email outreach with subsequent communications, or tag leads to know how to follow up with them specifically.

Best Practices for Personality Quiz Creation

Before you get going – let’s dive into some best practices around personality quiz creation. 

How can you make your quizzes easy to take? Keep them simple! 

A short and engaging quiz is way more likely to be completed than one that seems daunting. Time and attention are precious commodities, so don’t waste them!

Similarly, you want to tailor your quiz results to audience preferences. Based on the type of quiz results someone gets – can you tailor their results to match? If your audience has a short attention span – keep your reports brief and use eye-catching images! If they prefer more in-depth analysis and explanations, really dive into the meat of their results in a customized PDF report.

Either way, there are some best practices across both: you can also provide a shareable, interactive results page for your quiz-takers. Interactive, engaging content is key, no matter someone’s personality style or preferences.

Similarly, user experience and accessibility are incredibly important when it comes to your quiz – and sharing its results. Ensure your content is optimized for mobile and desktop accessibility and can be easily read and saved. Remember – this sharing of results is the last touchpoint you are having with someone until you follow up. Keep your lead nurturing process working for you by taking the time to set it up smoothly now!


As you’ve read, personality quizzes and their corresponding results and feedback are an incredible marketing strategy. For nearly 100 years, they’ve been used to teach people more about themselves – and help marketers more effectively reach and communicate with customers.

By utilizing Agolix to create quizzes, you can simplify and streamline the process. Simply decide who you want to reach, what type of quiz and questions will best suit them, and deliver results that reflect their personality style.

Now – are you ready to get started with dazzling clients and leads with personality quizzes? Click here to create your own today!

Cindy Sideris
Cindy Sideris

Cindy Sideris is a NY-based writer passionate about engagement marketing and an expert on online assessment strategy.