People shrink from responding to phone surveys, but they trip over themselves to participate in online questionnaires, like BuzzFeed’s personality quizzes.
While public opinion pollsters have to make more calls to achieve a representative sample on a phone survey, people eagerly take online quizzes on anything and everything from personality types and careers to celebrities, dog breeds and sex. As changes in the marketplace are complicating traditional polling methods, maybe now is the time to consider the potential of online quizzes as an alternative.
Yes, the two have some big differences. Where public opinion polls dig for people’s views, online quizzes often only offer a chance for a few minutes of pleasurable escape. Public opinion polls, of course, are intended to produce findings. Online quizzes, on the other hand, are about fun and engagement, not hard numbers.
So yes, online quizzes may not generate “data” in the truest sense. However, they do reflect popular themes and gratify people’s narcissistic obsessions, especially those of the “me” generation. Why do people love me? What career should I pursue? Which superhero do I resemble? Who am I really?
Online quizzes aren’t just for the kids, though. AARP posts trivia games and online quizzes about entertainment, leisure, money management and dementia symptoms. In its effort to protect against elder financial abuse, AARP created “Catch the con quiz” featuring Frank Abagnale, Jr., whose story of outsmarting victims and the FBI was told in the Steven Spielberg movie Catch Me If You Can.
Ultimately, quizzes are just a cheaper version of contests to stimulate interaction. There usually aren’t any prizes or judges involved – people judge for themselves. But if a brand can glean tidbits of information about people from their quiz answers, it is engagement with a purpose.
In some cases, online quizzes can have an educational value. Participants can discover some unknown facts about subjects that interest them. And they can learn what they don’t know.
BuzzFeed is one of the leading practitioners of online quizzes. The site posts just about any kind of personality quiz imaginable, with fetching headlines that resemble a call to action. Data indicates BuzzFeed’s quizzes have drawn millions more page views than the company’s other content.
The bottom line is that as polling faces participation challenges, online quizzes are enjoying unprecedented popularity, and they can help turn your electronic platform into a game board. While many topics are mostly for just fun, online quizzes can be a gentle introduction to more serious topics.
Online quizzes are more recreation than research, but that doesn’t diminish their value as an outreach tool that gets people talking.