Today’s consumers are more cautious than ever about sharing their personal information as part of a customer experience. Years of data misuse and questionable practices have left a lasting impression. In a world where privacy concerns are at the forefront, the idea of clicking ‘yes’ to first-party cookies without knowing why a brand needs that data or how it will be used can feel like a leap of faith.
This reluctance poses a significant challenge for brands. After all, trust is the foundation for growth. In fact, 88% of UK consumers prefer to buy from a brand they trust. Yet trust cannot be built without meaningful, personalised interactions, which rely on first-party data. So, how can companies collect the data they need without selling out their customers?
Rethink data collection as an experience
Data collection doesn’t have to be a chore for brands—or consumers. Instead of relying on dull forms or disruptive pop-ups, marketers can reimagine the process as an engaging, interactive experience that offers genuine value to the consumer. As Ted Rubin puts it, “Consumers do not owe you their attention, and they certainly do not owe you their permission.”
One effective tactic is the use of quizzes. These dynamic tools can turn data sharing into a moment of connection. Done right, they strike the perfect balance between fun and functional, giving brands insights while delivering consumers something of immediate value.
Quiz your way to consumer trust
Quizzes help brands build trust by facilitating a transparent value exchange. Consumers are more likely to share data when they feel they’ll receive something of value in return, whether it’s a personalised product recommendation, an entertaining quiz result, or guidance that simplifies decision-making.
Consider a travel brand asking customers about their ideal vacation style. Instead of asking for data outright, the quiz subtly uncovers preferences — active adventures, cultural city tours, or beach escapes — and responds with curated travel tips or product suggestions. The exchange feels personal, not transactional, fostering a relationship built on mutual benefit.
The right way to quiz
For quizzes to be effective, however, simplicity and relevance are key. Consumers are busy, so a streamlined, intuitive experience is essential. Imagine a beauty brand asking targeted questions about skin concerns, then delivering customised skincare products that speak to the consumer’s needs. This kind of interaction isn’t just about data collection; it also makes the customer feel understood, enhancing their affinity for the brand.
While quizzes can be incredibly effective for building trust and gathering first-party data, it’s important that brands get the experience right. Complex, irrelevant, or overly intrusive questions can erode trust and alienate potential customers. And all those bad customer experiences can add up to trillions of dollars according to Qualtrix.
To ensure success, brands should partner with experts who understand how to design quizzes that engage consumers and deliver the data marketers need.
Beyond data collection: quizzes as personal shopping assistants
While simpler quizzes can be highly effective in providing tailored product recommendations based on a consumer’s immediate needs, brands can take it a step further with personal shopping assistant quizzes. These quizzes offer a broader, more interactive shopping experience, guiding consumers through a variety of product choices and providing suggestions across a broader range of needs.
For example, a clothing brand could design a quiz asking about a customer’s lifestyle, favorite colors, and the types of occasions they shop for (e.g., casual wear, workwear, or formal events). Based on this information, the quiz wouldn’t just suggest a single product but would offer a complete outfit. This transforms the experience from a product recommendation into a guided journey, tailored to the consumer’s broader preferences.
The personalised approach improves the overall customer experience and builds trust. When consumers see that a brand understands their preferences and offers relevant, thoughtful recommendations, they are more likely to form a deeper, lasting relationship.
Takeaway: building confidence and an experience through connection
Quizzes offer a powerful, interactive way to collect valuable first-party data while earning consumer trust. The key is to prioritise relevance, transparency, and value. When quizzes are thoughtfully designed, they go beyond data collection — they create moments of connection, foster loyalty, and turn casual interactions into lasting relationships.
In an era where trust is currency, quizzes enable brands to grow responsibly, one meaningful interaction at a time.