While a regular quiz implies competition, product quizzes are a subset of Guided Selling solutions such as Product Advisors or Finders. There are two types of quizzes that can be observed, one that is hard-coded and the other that uses AI to generate smart recommendations. The latter version is naturally more flexible and keeps improving as it uses machine learning.

These quizzes are fit well for brands that needs to consider parameteres such as looks, styles, tastes, etc. In other words, personalization and customized features. The other aspect to remember is that product recommendation quizzes are based on the assumption that the customer has very little or even no prior knowledge about the product, and questions are hence formulated based on preferences rather than direct needs.

Consider the kind of questions a personality questionnaire would pose. It wouldn't directly ask you whether you're a shy person, but instead ask you if you like crowds or parties. There are a set of insights that it considers before labeling you with a certain kind of personality. A product quiz similarly recommends products that can match your potential needs, and are most-suitable for you. Product quizzes also utilize product knowledge and consumer insights within them.