Personality tests are perhaps the most well-liked and popular type of quiz, particularly on social networking sites.

These tests or quizzes come in all different shapes, sizes, and outcomes. Perhaps the personality test that first leaps to mind is the highly popular Myers-Briggs assessment – the test that gives results that look the below.


Those letters stand for personality characteristics like introverted, intuitive, thinking, and judging (INTJ – top right).

So popular is this quiz that it is taken by more than 2.5 million people a year, and used by 89 of the Fortune 100 companies.

But! Personality tests are not limited to this specific model. In fact, they can be adapted to take on a huge variety of styles and outcomes without really losing their enticing and mass appeal.

The obvious case in point: Buzzfeed.


While all these subjects are on the rather frivolous, looking-for-a-distraction side, that doesn’t mean they have to be.

This post will walk through how to build personality tests for your own marketing campaigns. Regardless of the market industry or vertical, following these guidelines will you help you harness the personality test’s popularity and engaging quality.

What Makes Up a Personality Test?

In simple terms, users answer questions and the quiz classifies them into one of several categories based on interests, personalities, or product preferences.

The personality quiz can be thought of as a diagnostic test with the goal of helping the taker solve a problem or answer a question. When considered this way, you can see how flexible the format is – from fun “character” personification right on through to identifying a product or service fit.

B2B Marketers can use personality tests to:

Collect leads. Customers are motivated to provide their information in order to find out their result.

Connect customers to your brand. Personality test results connect your customers to your brand in a direct, yet appealing way. Customers will readily post personality test results that align their needs with your brand, service or products.

Increase viral traffic. Customers post links to their results and encourage friends to participate. Personality tests have an average share rate of 4.04%, the highest of any quiz type.

Where to start?

The ideation of a personality test is not always easy, especially if you’re not used to the format.

For a thorough step-by-step process of how to create a basic assessment, check out a past post we did called Anatomy of a SnapApp, Part 1: How We Designed Our Thanksgiving Assessment.

The process can be viewed in eight steps:

Step 1: Brainstorm/ audience research

Step 2: Start with the outcome

Step 3: Formulate questions

Step 4: Weight each answer

Step 5: Double check the descriptions

Step 6: Design

Step 7: Launch

Step 8: Promote!

To help guide you through these steps, consider this personal checklist both at the beginning, middle, and end of the content creation:

My Personality Quiz Checklist

  • I have defined the question which my personality quiz will answer and created a list of the possible answers, outcomes or results.
  • I have a final list of personality categories based on all possible answer results. (If you have several outcomes or answer possibilities, focus on the categories most relevant to the desired take-away of your quiz.)
  • I have written an equal number of quiz questions for each personality category and determined the corresponding answers.
  • I’ve crafted a title for my personality test that is in the form of a relatable question. (Think about how your target audience would ask the question to their friends or peers.)
  • To optimize personality tests to produce higher conversion rates and social shares, we recommend keeping these practices in mind as much as possible.
  • Limit questions to between 6 and 8 so that your audience stays interested.
  • Limit personality types to 3-5 options. Keep in mind, the more personality type categories you include, the longer your quiz will need to be.
  • Include sharing buttons – Facebook, Twitter, LinkedIn, etc. to get more people involved.
  • Include a sign-up form to collect user information (and make it optional to encourage greater participation).
  • A picture is worth a thousand words: use images or video to convey your message where possible.
  • Questions can be detailed and somewhat lengthy, but answer options should be as short and concise as possible.