Perhaps you've seen these (for example, https://www.iwillteachyoutoberich.com/ the first CTA is to take the quiz) or Wordstream has a bunch (https://www.wordstream.com/wordstream-grader): quizzes that ask a variety of questions and usually end with a "where should we send the results?" email opt in.
I think that if done thoughtfully, they can provide mutual value for the user who could get some relevant information in exchange for a data-rich user profile. And for some sites like I Will Teach You To Be Rich, there are many products, so it helps guide the visitor to the most relevant content.
However, if done poorly they can come off as a bait-and-switch that could undermine all future efforts of converting a lead into a customer.
What are your thoughts on these quizzes? Have you had any success using them, or seen sites that have done them well?