How well do you know your customers? How well do you know what they need, what they prefer, and what they want? Take your time to think about it even if the answer seems obvious. The simple truth is that we all differ from each other, and our characters and personalities are not static: they change and evolve over time, thus changing our preferences, needs, and desires.
In light of this, for businesses and marketers, it is especially crucial to know their customers. No business wants to talk to their customers with a message that is irrelevant, but all businesses want to know how to engage individuals according to their personal preferences and predict their behavior according to their personal traits. One gamification tool that can help you cope with this task is personality tests. Personality tests enable businesses to engage their users with the message, ad, or content that is more likely to resonate with them.
What is a personality test? To put it simply, it is a quiz where users answer questions about themselves, and the test then classifies them into one of several offered categories based on their interests, pain-points, or personal traits. These tests come in different shapes and sizes. Perhaps, you’ve also taken one. One famous example is the 16 personality test by Isabel Myers and Katharine Briggs. Or the four temperaments test, according to which you are either sanguine, choleric, melancholic, or phlegmatic. Or maybe you were just curious what character you would be in The Games of Thrones? Whatever the test you had to deal with, one thing is clear: personality tests are by far the most liked and popular types of quizzes, especially on social networks.
One great thing about personality tests is that they can be considered as a diagnostic test that helps the participant solve a specific problem or find an answer to an important question. Another great thing is that personality tests are not limited to one model: they can be adapted to lots of styles and outcomes yet still remain gamified and fun. Hence, this format is highly flexible: from finding out character personification to identifying a proper product or service. Here are the three categories of personality tests that businesses can use to better understand and resonate with their customers:
- The personality test based on one’s personal characteristics. Businesses can use this kind of tests to understand their customers’ routine, habits, or preferences with regard to a specific personality type. After the test is done, the user gets the result with the personality type where they had the most answers. Questions shouldn’t be too trivial; so, it’s a good idea to tie them to business. For instance: “What kind of CEO are you?” or “What is your business mission?”
- The personality test based on a brand. This test is an effective and fun way to promote your brand. The user has to answer a few personal questions about themselves to see the brand’s products or offerings they match the most. For example, “Which type of “brand name” coffee are you?” or “What “brand name” employee are you?”
- The personality test based on a product/service. In this shopping test, a user answers a set of questions about themselves and then gets the outcome – the product that fits their personal traits. For instance: “What kind of laptop do you need?”, or “What gift should you present your husband this Christmas?”
Why use personality tests? Well, the main idea is that if you can match the tone of your marketing with the personality and thinking style of your potential customer, you can increase the effectiveness of your marketing messages. And increasing this effectiveness is possible due to the following benefits of using personality tests:
- Collecting and qualifying leads. Users taking the test will hardly hesitate to provide their information as they are eager to know the outcome. It’s a great opportunity to ask them about their preferences, habits, needs, or challenges. This information will help you qualify your leads more accurately.
- Increasing engagement and traffic. Personality tests play on people’s innate curiosity. People love such quizzes and want others to see their results. That’s why we see so many “Which spirit animal are you?” posts on our Facebook friends’ pages. Personality tests help increase viral traffic as customers post links to their results and encourage their friends to take part too.
- Connecting customers to your brand. The results of the test that perfectly match the customers’ needs with your service or product will help create a reliable connection between the customer and your brand.
- Growing your email list. An easy task for a personality test. Placing an email opt-in form at the end of the test or asking the user to fill in their contact details before they start – the choice is yours.
- Improving conversions. Personality tests enable you to match the right product to the right personality type. Consider the user’s needs, habits, and desires, include them in the needed product, and, hence, maximize conversion.
Here, at Brame, we believe that it is essential to know your customers well. But we also believe that marketing isn’t only about sales. It’s also about putting yourself in your customers’ shoes. Personality tests enable businesses to better relate to their customers and solve their challenges in a gamified and fun way, thus creating a more meaningful and beneficial connection between both sides. If you’re ready to know your customers better, let us know, and you’ll be surprised how advantageous personality tests can be to your business.
