Assessments & Personality Tests
"I simply cannot overstate the ease with which we can develop and deploy highly engaging content."
- Justin Yopp, Demand Generation Consultant, DDI
Prospects who interact with Development Dimensions International (DDI) are
6x more likely to open follow-on email campaigns and 17x more likely to click-through to additional DDI content.
What are assessments?
Assessments, or personality tests as they are often called, are used to deliver customized results based on how a user answers a series of questions. Common examples include:
- Persona Tests
- Benchmarking Tests
- Product Fit/Readiness Assessments
Why are assessments valuable?
Assessments are particularly powerful with an audience because they have a highly consultative feel and approach to a specific issue for users. Furthermore, assessments are effective because they help people self-identify and compare.
Assessments remove barriers to discovery for an audience by allowing a piece of interactive content to ask questions and give results to users in a low-intensity, low-commitment environment.
What are the mechanics behind assessments?
Assessments create a dialogue between the user and the content. The marketer creates a series of pre-determined outcomes, which represent a specific theme or result.
Unlike trivia/knowledge tests, which have right and wrong answers, assessments have no correct answers; it is only the individual users’ combination of answers that generates an overall score that then is used to map that individual to a given potential outcome – all seamless to your audience.
How do assessments create a dialogue?
Most marketers are already working with established targeted segments and personas, but have relied on users to either self-identify with a particular segment or a salesperson to do discovery with a prospect.
Assessments (and interactive content in general) allow you to create a dialogue by having pre-determined content ready to deliver to the user based on their outcome.