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September 19, 2014
Online Quizzes a Data Haven?
 
The Internet can be used for both good and evil. It can make people incredibly productive, or incredibly lazy. Also, the Internet can harvest large amounts of data from people, without those people even knowing it.

Today we are examining the latter. 

In the Wall Street Journal a few days ago, there was an article that focused on marketers wanting information from online quizzes.

Why in the world would our colleagues be interested in online quizzes? we thought.

Then it hit us — that's a fantastic idea.

Think about how much information people give up when trying to see "what kind of Disney princess are you?" or "how long would you survive a zombie apocalypse?"

Or think about how personal some of the questions get, even when taking a free personality test.

No wonder marketers and advertisers are lining up at the door. It's consumer information that we'd love to have.

Now these quiz makers have a dilemma — do they have an obligation to tell consumers that they may sell information to these marketers? Or should they keep this precious data for themselves? 

Time will tell.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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