BuzzSumo points out that one of the reasons quizzes are so compelling is because they tap into our natural desire to know more about ourselves and display the results to others.
Humans are hardwired to search for purpose. That’s what makes pairing a quiz with a game so effective. Quizzes are high impact – they give your audience a purpose, a result. In the case of the interactive website experience, the quiz helped select a fragrance for a lucky someone, making the gift-giving process a little easier. The follow-up game added an element of fun and built engagement, too.