Customer curiosity is your growth engine

Shoppers want more personal shopping experiences. They’re curious—they want to know which products fit their needs, style, and budget. And when you meet that curiosity with the right kind of interaction, it can spark a customer relationship that lasts far beyond the first transaction.

But the marketing playbook has changed. Tracking is dying, third-party data is drying up, and your CRM can only do so much with vague signals. The days of guessing what someone wants based on a few vague clicks are over.

The solution? Ask better questions.

That’s where the product recommendation quiz (PRQ) comes in. Done right, it’s not just another pop-up, but a streamlined, guided, one-on-one shopping experience. Every answer reveals real preferences, needs, and intent—valuable data your customers choose to share because it benefits them.

And when that data works with Klaviyo, it powers automated workflows that feel like they were written for one person at a time. Because they were.

Zero-party data: Valuable data you own

Zero-party data is information your customer knowingly shares with you—like style preferences, skincare needs, and more. Unlike data you collect based on someone’s behavior (like past purchases or items abandoned in a cart), ZPD is explicit, given with consent, and incredibly accurate. Remember, you’re not inferring, you’re asking, and they’re telling you.

When you connect that ZPD with other data sources—like purchase history from Shopify, email engagement from Klaviyo, and even app activity—you create a unified customer profile. 

It’s a single, connected record for each shopper that tells you exactly who they are, what they like, and how they interact with you.While other brands are “leasing” their data from third-party sources—paying for insights they don’t own—Typeform and Klaviyo put you in full control. You own the data, you keep the relationship, and you stop wasting budget on guesswork.

‍Klaviyo synced Mira’s app, Shopify, and Typeform quiz data to create a unified customer profile—proving that zero-party data isn’t just clean, it’s connective.

Turn answers into action

So you’ve collected zero-party data. Now what?

The magic of ZPD isn’t just in collecting it—it’s in what you do next. Here’s your step-by-step playbook for putting quiz insights into motion—using Klaviyo’s automation to turn answers into engagement, and engagement into revenue.

1. Kick off with a personalized welcome

A few quick questions at sign-up let you tailor your welcome flow to each shopper’s interests—making a stronger first impression and boosting conversions.

For example, if a subscriber selects “new to cooking,” your welcome flow can feature a warm, supportive sender personality that reassures and encourages them. Someone who selects “pro in the kitchen,” on the other hand, might get a more confident, high-energy tone.

2. Recover abandoned carts with relevance

Instead of generic cart nudges, use quiz data to remind shoppers of what they actually care about. A gift finder quiz? Remind them who they were shopping for. A product match quiz? Reinforce the benefits.

3. Build trust with post-quiz follow-ups

Send a short email series that expands on the quiz results. Explain product matches, offer tailored bundles, or share social proof that validates their picks. Plus, you reinforce brand value without being salesy.

Mira starts by segmenting users with Typeform quizzes—across fertility goals like IVF, pregnancy avoidance, and LGBTQ+ journeys—and then delivers tailored follow-ups that see a 20% lift in CTR and a 30% higher order rate.

"With the quiz results flow, we’ve observed a significant uptick.”

Max Ryabchinskiy, Sr. Email Strategist, Yocto

4. Segment smarter—automatically

Every quiz answer becomes a profile property. Use it to segment your list based on preferences, goals, or even tone. This way, your next campaign isn't just timely—it’s relevant.

Klaviyo offers AI tools that further personalize customer engagement, like:

• A/B testing
• Product recommendations
• Predictive analytics
• Buyer channel preferences

These tools work together to maximize conversions and engagement through data-driven insights and automation.

No need to reinvent your entire email strategy. Just swap in dynamic blocks that reflect customer responses.

“Quiz-based segmentation lets us personalize deals at scale—without sacrificing brand integrity.”

Gabe Kovacs, VP of Marketing, Annmarie Skin Care

5. Re-engage the right way

Use quiz data alongside browsing behavior to trigger smarter cart abandonment flows. Instead of “You forgot this,” say “Still looking for a cleanser that works with sensitive skin?” Relevance = results.

6. Turn customers into loyalists

As customers move through your flows, keep rewarding them with moments that feel personal. Invite them to join loyalty programs based on their preferences, or surprise them with tailored offers.