Customer discovery quizzes, recommendations and lead capture

A good quiz gives someone a reason to stop, recognise themselves and discover something useful. It can also help your business understand what they need before you start a conversation.

I research, write and build customer discovery quizzes with personalised results, relevant recommendations, lead capture and email-list segmentation. Most of the thinking happens before the first question appears on the screen: what will draw someone in, what their answers tell us and where it makes sense to take them next.

“What kind of house do you have?” is doing a job.

For Sam’s Sparkling Services, the quiz explores why someone’s home feels hard to manage. The result can point them towards an appropriate cleaning service and articles relevant to their situation. The business can receive the result alongside their enquiry.

Her implementation uses nine questions and twelve outcomes. Your quiz might need a different shape. The point is to understand the customer and offer a useful next step, rather than make everyone answer an arbitrary number of questions.

Research the reason someone would play.

• Explore the questions people ask about your service or products.
• Consider search intent, motivations, worries and recognisable situations.
• Develop a concept, title and invitation that suit the audience.
• Work out what the business should learn and what the participant should get back.

Write the questions and design the pathways.

• Questions and answers written in your business’s voice.
• Customer classifications and useful outcomes.
• Scoring or branching rules appropriate to the quiz.
• Result copy that explains what the answers suggest.
• Thoughtful handling of overlapping results and next steps.

Serve the right content, service or product.

• Relevant articles for people who want to learn more.
• Service or product recommendations that fit their result.
• A route to enquire, request a quote or buy.
• Carry useful context into the next form, so the customer doesn’t have to start again.

Capture useful leads and segment the list.

• Lead-capture steps suited to the experience.
• Store the outcome and agreed customer information.
• Connect the result to Brevo, Mailchimp or your preferred platform.
• Set up the attributes or tags needed to group customers by their result.
• Keep marketing permission separate from the information needed to answer an enquiry.

This is an indicative starting price. The depth of the research, number of pathways and systems involved shape the quote. Recommended articles and products can come from your existing site; creating a new batch of SEO content or follow-up email journeys is additional work we can discuss.