Quiz makers – our five predictions for 2021 (and beyond)

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Quiz makers will become the go-to tool for savvy (and ethical) marketers starting in 2021. Fewer and fewer people trust advertising these days, especially millennials and Generation X. They’re fighting back against the rise of sneaky ad trackers, cookies, and scripts that monitor online behavior without their consent. 

The good news for marketers? Quiz makers are becoming an increasingly popular option. Done right, they’re both transparent (each user opts-in to giving their data) and highly effective, providing rich qualitative and quantitative data gathering.

You can see signs of this mistrust in the rise of ad blockers. Over 30% of all internet users worldwide use ad blockers – and the pace is accelerating.

Combined with alarming statistics such as 84% of millennials dislike traditional marketing, and traditional online marketing is in trouble.

And don’t forget that Big Tech and governments are fighting back as well.

Apple caused an uproar with iOS 14.5, which requires users to voluntarily agree to ad tracking (vs having it on by default). And Google is following suit – phasing out individual tracking in their ubiquitous Chrome browser.

Faced with these tricky times, marketers will need to be more creative, imaginative, and honest in engaging their target consumers. 

Quiz makers will be key to adapting

(Quick side note – we’re the team behind Quiz-Maker-Review, so of course, we’re big fans of reputable quiz makers. But read on – we bet we convince you too.)

Consumers are justified for being wary of firms handling their personal information. The Cambridge Analytica scandal has caused consumers worldwide to reconsider giving their personal data to third-party sources.

And more recently, 2019 saw a massive new Facebook data breach – demonstrating the risks around handing over personal data without your consent.

Quiz makers – adapting to the challenges in 2021 (& beyond)

Why online quizzes?

Marketers have long admired the concept behind quiz makers. Easy-to-create quizzes, listicles, polls, and other quiz types can turn inactive visitors into active participants. 

But quiz marketing efforts are only successful if people opt to participate. That means transparency is critical; each quiz gives businesses the chance to be upfront about how they plan to use any data they acquire. 

Here are some of the changes coming for quiz makers starting in 2021:

Increased content freedom

Quiz marketing isn’t a new concept, but it’s continually changing. Marketers could anticipate going beyond the standard quiz and lead form combination in 2021. 

Instead, quiz makers will develop a much more comprehensive selection of formats to give marketers increased creative flexibility.

Most quiz makers currently include formats like personality tests, quizzes, polls, and other types of quizzes.

Beginning in 2021, retention mechanics will play an important role. Savvy marketers know that successful marketing is built on making (and growing) connections, which takes more than a single visit.

Expect quiz makers to experiment with mixing auto-refreshing a quiz type with video game features such as quiz leaderboards and timers. The idea is to make each encounter into a social competition that keeps users coming back for more.

Automation will make interactive content easier to create – and stay fresh. For example, take a look at Riddle’s quiz generator. Instead of building a one-and-done quiz, marketers can upload a whole database of questions through a spreadsheet.

Riddle’s quiz generator

We love how the quiz generator auto-displays new sets of questions at set intervals – either hourly/daily/weekly, with the refresh time determined by the user. These quizzes serve as “evergreen” material, constantly presenting visitors with new questions – without any additional effort by the quiz creator. 

Auto-show new questions every hour/day/week/month

One simple quiz means continuous participation for months and years to come.

Expect to see more automated quiz, poll, and other content creation tools from leading quiz makers – offering cost-effective and scalable audience engagement.

Increased quiz personalization

No marketing campaign is ever the same. 

Each is different, and marketers face the challenge of creating highly customized content quickly for every campaign. 

Right now, most quiz makers – like Quiz-Maker, Outgrow and TryInteract – have a relatively fixed format.

  1. Ask questions
  2. Reveal answers
  3. Collect leads with an opt-in form
  4. Display the quiz results

Tomorrow’s quizzes, polls, and other formats will move beyond the present “one size fits all” approach. They’ll place a much more considerable emphasis on flexibility, conditional logic, and letting marketers mix and match questions and formats to meet their campaigns’ objectives.

Let’s take the following scenario: you want to construct an eight-question, three-minute quiz to qualify leads. Before, you would have had to pick one format – say, multiple-choice questions, each with certain set correct answers.

In 2021, quiz makers will let marketers mix and match question types inside each quiz. You might have questions #1 and #2 as multiple-choice, then add polls for questions three and four, with Tinder-style swipe questions five to eight. 

Most quiz makers (like Riddle and Typeform) support branching conditional logic, where you show different questions based on each quiz taker’s answers. This level of personalization will keep far more visitors engaged until the very end.

Increasingly effective product recommendations

Quizzes have always excelled for giving specific product recommendations to users – based on the responses of each quiz taker. The most effective quizzes have six to ten questions, giving marketers enough data to refine and recommend the best items. 

However, that’s just the start – quiz builder software will include more powerful and sophisticated recommendation engines, guiding each quiz taker to the perfect product based on their quiz responses.

For example, instead of merely displaying the quiz results, you could direct each user to their own personalized shopping cart. 

The user flow might look like this:

  1. Your site visitor starts their quiz.
  2. Answers 6-10 questions around their product needs.
  3. Gives their name, email, and other info in a lead generation form.
  4. (Their info and quiz responses auto-syncs to your marketing software like HubSpot.)
  5. At the end of the quiz, the user is seamlessly shown that product page on your site – so they can immediately purchase.

Imagine your site specializes in high-end headphones.

Your visitor lands and starts your ‘Which headphones are right for your workplace?’ quiz to help them pick out their ideal headphones. 

The quiz will direct them to the purchase page for the perfect noise-canceling headphones they need for their open-plan office.

Boost conversions by giving custom product recommendations in an engaging format. You’ll get more conversions if you automatically send directing quiz takers to the right ‘buy’ page to immediately checkout.

Increasingly easy creation with quiz makers

After 2021, getting your quiz marketing campaign up and running will be faster than ever.

The rapid evolution of online marketing tools over the last ten years has been breathtaking. Quiz marketing is no exception: creating and managing quizzes and other content has never been easier, and this trend will only accelerate in 2021 and beyond.

Typeform lead generation

Consider YouTube: creating, editing, and publishing video content was prohibitively expensive before YouTube appeared on the scene. Now anyone can upload and create their own videos.

Quiz marketing is no different. Technology has made tasks like customizable calculators (Outgrow) move down the skills pyramid. Instead of requiring custom coding, now any online-savvy marketer can wow their clients using a quiz builder to make their own quiz.

Outgrow’s calculator

The trend of bringing interactive content in-house by marketing teams will continue. In the past, hiring, briefing, and delivering relatively simple unique content for a campaign would have taken six to eight weeks.

This will change in 2021. From personality tests to quizzes, listicles, and polls, marketing teams will increasingly generate and distribute their own interactive content. 

It’s an easy business decision – to budget for small monthly payments for quiz maker tools such as Involve.me or Riddle, rather than commissioning a steady supply of custom (and correspondingly expensive) agency projects. 


Oh sure, agencies will continue to play a role, but we predict you’ll turn to them only for the most high-budget, high-profile campaigns.

Increased (but ethical) data collection

Collecting data from potential clients is becoming a minefield for marketers.

Big rules, enormous regulations, and big fines for violations mean that it will be hard for marketing campaigns to have the same impact as in the past.

Traditional online advertising, such as banner ads, rely on cookies and other techniques to follow user behaviour around the web invisibly. 

Sure, you might see the ‘manage privacy’ option when you visit, but how many people go through the process of opting in or out?

Quiz makers offer a compelling marketing alternative because they turn the whole process on its head.

Forget behind-the-scenes tracking. Quizzes are a 100% ‘opt-in’ model – users chose to give their details (or not) based on the value your quiz and brand offers.

Most high-quality software providers integrate an explicit lead generation step before their findings, where a site visitor can choose to fill out their name, email address, and other pertinent information. 

Riddle’s lead generation form

It is up to your brand to create a compelling rationale for each customer to sign up. But done well, we’ve seen 35-45% opt-in rates from brands as diverse as life coaches to hair products and electronics.

Sample quiz maker use case – career coaches

Let’s say someone begins a questionnaire on a career consultant website. They’ll probably turn to personality quizzes as a quiz type:

  • They might be asked 10-15 questions about their ideal job. 
  • Before their quiz results (in this case their employment recommendations), they’ll be shown a lead generation form.
  • They can sign up for a free 15-minute Skype consultation with a careers advisor.
  • Each advisor can use the quiz responses to tailor the session to each person’s specific needs. 

It’s this transparent value exchange that makes lead generation so effective. 

One note – you’ll see from our list of online quiz makers that the level of GDPR-compliance can vary widely. 

Riddle is our clear favorite for data privacy – with 100% EU-based servers, no trackers, and no US-based cloud software (which ruffles EU data regulators’ feathers).

By comparison, Typeform is one of the worst – they add 67 cookies, trackers, and scripts to your quizzes, many without your users’ even opting in.

So take a look and balance features, price, AND data privacy before you pick your quiz builder tool.

The major takeaways for quiz makers in 2021

Wrapping things up, it’s clear that 2021 marks the beginning of a challenging time for marketers.

It’s filled with new problems – but for smart and agile marketers, 2021 features a range of new opportunities. 

Consumer and governmental scepticism towards advertising tracking are growing – and traditional online approaches simply don’t work in this era of the GDPR, CCPA, and Canada’s Privacy Act.

Instead, marketers are likely to adopt a new, more transparent ‘opt-in’ quiz marketing strategy. They’ll turn to quiz makers and interactive quizzes – whether a quiz, poll, or other widgets – that collect leads and use conditional logic to give personalized product recommendations. 

Their potential customers will be in complete control – each can decide how and when they’ll participate with an opt-in form. And it’s this transparency that will give marketers higher quality, more ethically (and legally) gathered data. 

Quiz makers will be part of the new marketing playbook for 2021… and the years to come.