Experiential marketing is impossible without first deeply understanding customer psychographics. Defined as your potential customer's interests, beliefs, attitudes, preferences, desires, goals, ambitions, fears, pains, life journeys, and anything else that makes them the person that they are.

You know the phrase, "help people get what they want, and you'll get what you want?" It's absolutely true, but you have to know what people want in order to help them get it.

And I'm not talking about surface-level wants, everyone wants more money, success, etc. but you have to go a layer deeper, hence the psychographics. Psychographics are the things you couldn't tell about a person by just looking at their stats on a sheet of paper. If you knew their demographics you wouldn't know their psychographics.

Why am I talking about this for so long? It's because your marketing experience has got to start with something your audience member or potential customer deeply desires. And your experience is a guide to help them get what they want.

So if you don't know what they want then you're not going to be successful. When I work with clients I only take them on if they already deeply understand what the ideal customer needs.

Here's an example from Gretchen Rubin, she's a 5-time New York Times best selling author who writes on the subject of Happiness. She knows that here audience wants to be happier. But she also knows that it's deeper than that. Her audience is aware that happiness doesn't just appear out of nowhere, you have got to set up your life in a way where happiness can exude.

Therefore, what her audience desires is a way to achieve happiness through means they can control. What she came up with is a Habits for Happiness Quiz.

Some people are to-the-point, others want to pontificate before making choices. It's important that you know which one your customers are because it informs the experience you create for them. I want to highlight two different examples here.

First one is from Nerd Fitness, they have "Find my coach" experience that helps you find the right fitness coach for your needs and goals. It's 17 questions, and very straightforward, asking about specific aspects related to fitness.

Here's another example, equally as good but in a different style from Advice with Erin. It's a career type quiz. This quiz has 29 questions and each question features a life quote where you can choose how you want to answer your affinity with the quote.

Every audience is different, your people don't like to be talked to and don't like to make decisions the same as any other businesses people. When you can tailor the way you craft the experience to the exact type of person you ideally would be working with, it not only signals that you understand your audience deeply, but it also makes a much better experience for the person taking your quiz.

If there's one trend to truly highlight for 2025 it's the level of education each result or path of your experience should offer. Customers want a lot of personalized education in return for their time and engaging with your experience. The best quizzes provide this.

Here's an example from Gretchen Rubin's Habits for Happiness Quiz Experience

You can see the level of detail and specificity in the tailored recommendations, and this isn't even the whole thing. She also has many of these pages set up depending on which habit the experience recommends for the person engaging with the experience.