When you want to collect insights or really get to know your audience, you have two main options: a quiz or a survey. Which one should you choose?
Quizzes are better suited than surveys in specific instances, and vice versa.
So, let’s look at the most common ones to help you figure out the right format for your goals.
What are you hoping to achieve with your quiz or survey?
This is one of the easiest ways to understand if you need a quiz or a survey: start with your goal, and work your way backwards.
Market research
Are you looking to collect and analyse information about your target audience, competitors, products or services? Smart choice!
Conducting market research means you’ll get to base your decisions and strategies on data rather than guesswork.
Quiz
A fun and engaging quiz tends to be a better format for market research if:
- You already have some ideas and can therefore rely on traditional quiz-style questions (like multiple choice)
- You can turn your audience research into valuable results for your participants (for example: “Share your holiday preferences with us, and discover your travel profile”)
- You also want to segment your audience based on their answers so that you can nurture them in a more personalised way. ScoreApp makes this a breeze by connecting with your email marketing platform and CRM!
Survey
A traditional survey could work better if you DON’T know much about your audience and are after more in-depth and long-form answers.
For example, you could use ScoreApp’s text boxes to ask open-ended questions like “What would stop you from investing in [type of product]?”
Gifted quiz or survey
Do you need to ask A LOT of questions as part of your market research?
Then, regardless of whether you choose a quiz or survey, you might want to consider a gifted option to keep your audience motivated (for example, by offering them an exclusive discount, product or digital download).
Pre-qualify customers
No more jumping on calls with everyone!
When you ask the right questions to your leads before speaking to them 1:1, you save a TONNE of time, energy and—consequently—money.
Quiz
In most cases, it’s best to pre-qualify your leads with a quiz. This is because this format is more engaging and dynamic. So, it’ll make it easier to attract new people and appeal to top-of-the-funnel leads, too.
For example, you could offer a valuable quiz lead magnet to your audience and use around 10% of your questions to find out whether or not they’d be a good fit.
Pre-qualifying your top- and middle-of-the-funnel leads with a quiz is especially effective if you can then nurture them properly. With ScoreApp, you get to segment them and send different email sequences to each group, including strategic sales-enablement content.
Alternatively, you can create a compelling quiz that’s all about figuring out if someone is ready to invest in your products or services (for example, a “Content Marketing Readiness Test”).
Survey
Traditional surveys are less relevant to pre-qualify customers.
You could, however, create a simple application form for your bottom-of-the-funnel leads, asking them pre-qualifying questions that go beyond a basic contact form (like “Working with me is a minimum investment of £2000/month. Have you got the budget for that?”).
Customer feedback
Once someone has bought from you, find out what they actually liked and disliked about their overall experience. Then, optimise your systems and customer service accordingly.
Survey
Traditional surveys tend to be a more popular choice for customer feedback, especially if you only need to ask a handful of quick questions.
Quiz
A quiz might make more sense if you’re also planning on building a system to nurture and upsell to your customers.
For example, you could use a quick ScoreApp quiz to ask for feedback and then set up automated emails that:
- Recommend complementary products or services based on each participant’s answers
- Include links to relevant resources (like tutorials) to make the most of their purchase
Employee feedback
Find out how your employees really feel about your company so that you can improve their experience and boost your retention rates.
Custom results or profiles tend to be less relevant in this case. So, surveys are usually the best option to get feedback from your employees.
However, this doesn’t mean you must stick to a plain and boring format!
For example, with ScoreApp, you can create on-brand surveys and keep your employees engaged with a mixture of question formats, from Open Text (so that they can give you in-depth feedback) to scales that let them rate different aspects of their experience with your company.
Event planning
Gather insights from your audience before launching your event. That way, you can plan it around what they actually care about.
Quiz
Quizzes are the BEST option for events because they’re particularly versatile.
You can use them to:
- Find out what your audience is interested in while also giving them something valuable in return (for example, “Share your ideas with us, and receive the right free webinar for your goals”).
- Direct your audience to the most useful online or in-person event for them (if you run them regularly) based on their struggles and goals
- Help your attendees navigate a multitrack event
- Keep your audience engaged during the event itself, whether that’s by getting them to interact with you or by testing their knowledge
Survey
When it comes to event planning, surveys are a lot more basic and less exciting.
So, we’d only recommend them if you simply need to ask a couple of questions as part of your market research (like “Which of these events would you be more interested in?”).
Launching a waitlist
Instead of dropping your new product or service out of the blue, are you thinking of building a waitlist to get your audience excited about it?
While that’s already a great start, you can totally take this to the next level with a quiz.
When you attach a short but strategic quiz to your waitlist landing page, you get to:
- Learn all about your audience’s situation
- Validate your initial idea before going all in
So, if they’re not too keen on it, you can optimise it or even change it altogether (instead of wasting months and thousands of pounds developing something they won’t buy).
Then, use your quiz data to craft a compelling waitlist email sequence, inform your launch and SELL OUT.
With ScoreApp, it’s a breeze to set this up, and you can start with some waitlist templates, too.
Audits and assessments
Looking to assess someone’s situation or test their knowledge, whether that’s an employee or your online audience? In this case, it’s a no-brainer: the best option is a quiz.
Specifically, we recommend using a targeted scorecard (for example, “Get your free SEO report” or “The Ultimate Content Marketing Scorecard”).
When you create one with ScoreApp, your participants will get results that are a lot more valuable than a standalone percentage. They’ll be divided into categories, showing them what they’re already doing well and what they still need to work on (with your help!).
Choosing whether to use a quiz or survey
Overall, the choice between quizzes and surveys really depends on your goals (beyond collecting data). In a nutshell?
Choose a quiz if:
- You can also create valuable results for your participants
- You want to engage your audience or showcase your brand’s personality
- You need to test someone’s knowledge, assess their situation or show them what profile matches their personality and character
- You want to segment your participants and nurture them in a more personalised way, turning some of them into paying customers
- You want to create a waitlist and test your idea before launching it
- You need to pre-qualify your leads
Choose a survey if:
- You only need to ask straightforward questions to gather people’s opinions (for example, when it comes to customer feedback)
- You’re collecting employee feedback
Use ScoreApp to create engaging quizzes and surveys of all shapes and sizes
With ScoreApp, you get to build both quizzes and more compelling and dynamic surveys.
And the best part?
You can create the first one for free and only upgrade to a paid plan when you need more than one quiz or survey (for example, if you want to launch a full quiz funnel, a separate quiz for your waitlist and a survey-style quiz to gather feedback).
So, create your first quiz or survey today and for FREE with ScoreApp!
