The questionnaires, which were meant to be just for fun, quickly amassed a large and loyal audience of college-aged women. Matt Perpetua, former director of quizzes told INSIDER that Facebook's format and network encouraged the spread of quizzes at a fast rate. Perpetua worked to develop the style of content from its joking inception to its more accuracy-minded current form.
Not only did the quizzes fill an inherent need for introspection, but there was also a social component to them, Perpetua said. Quizzes organically started meaningful conversations both online and in person. Now, Facebook page specifically devoted to quizzes has grown to have more than 1.5 million fans and offers up more than a dozen new quizzes each day.
Of course, Perpetua noted didn't invent the personality quiz. They've been around since the earliest days of the internet and, before that, they were fixtures in print magazines. Our cultural fascination with quizzes has endured, he believes, because they allow us to organize ourselves by category and determine our place in the world — even on a granular level.
The need to put ourselves in "buckets" runs deep. Polish psychotherapist Henry Tajfel developed the concept of "social identity theory" to describe the human desire to create an "us vs. them" dichotomy. Tajfel's social identity theory, explains.