In this episode of Beyond the Systems, I interview Josh Haynam, co-founder and CEO of Try Interact, a platform for creating quizzes. We explore how quizzes have evolved from simple personality tests to powerful tools for meaningful customer engagement. Josh shares how the quiz landscape dramatically shifted in 2024, moving away from viral "what shrimp are you?" style quizzes to more intentional, value-driven experiences that help solve specific problems.

Some key moments from the episode:

"Things change slowly and then all at once" - Josh perfectly captures how quiz marketing transformed in 2024. The days of 5-question viral Buzzfeed-style quizzes are over. Today's successful quizzes create personalized journeys through your content and expertise.

Josh breaks down an excellent example of a modern quiz - an English language assessment with 13 thoughtfully crafted questions that demonstrates the creator's expertise while mapping to specific pain points. Each result delivers a customized content journey addressing the quiz-taker's exact needs.

When asked whether quiz creators should focus on being positive/affirming or pointing out what's wrong, Josh reveals that in 2025, people overwhelmingly want quizzes to identify their problems first. As he notes, "If you don't start by acknowledging that something is off, I'm not going to listen to you."

The conversation dives deep into the psychology of asking questions and why many businesses overcomplicate quiz creation instead of simply recreating their most helpful customer conversations.

For business owners considering adding quizzes to their marketing mix, Josh emphasizes that successful quizzes sit at the intersection of three elements: a compelling topic (like personality or spirituality), personal relevance to the individual taking it, and a clear connection to your business offerings.

Together we discuss the rise of branching logic quizzes - while they require more backend work (sometimes mapping out 128 different possible outcomes!), they deliver an almost magical experience where just 4-5 targeted questions can lead to pinpoint accurate results.

As Josh shares, nothing beats personal conversations for conversion rates. Only turn to automation tools like quizzes when you've had enough customer interactions to truly understand the journey.

This episode is perfect for business owners looking to understand how quizzes can create meaningful connections with their audience while delivering real value. Josh's conversation provides both strategic insights and practical tips for creating quizzes that resonate in 2025's more intentional digital landscape.

• Resources from this episode: TryInteract: https://get.tryinteract.com/systemswithsam if you sign up free you can get a free quiz strategy call
• More about Josh Haynam: The co-founder and CEO at Interact, a software for creating list building quizzes. Since co-founding the company in 2013, Josh has worked with the world's leading brands on quizzes ranging across every industry and use-case imaginable.

• Connect with Josh Haynam:
• Website: http://tryinteract.com
• Instagram: instagram.com/tryinteract
• LinkedIn: linkedin.com/in/jhaynam

• Connect with Sam:
• Website: https://www.systemswithsam.com/services
• Instagram: