Sociology dating curve
Individuals don’t operate in a bubble and they are quite affected by the institutions in which they’re operating. That’s counterintuitive, given that if you want to stand out, presumably you would wear a more bold color.
Tinder and online dating generally are two of those institutions. So we were able to convey to our users, “Hey, if you want to stand out from the pack, don’t wear that little black dress.
A lot of women report having uncomfortable experiences via dating apps.
If people persist and act in a way that we don’t think is appropriate, we kick them off the app. Given that we’re linked with Facebook, we show mutual friends in common.
We find that women are more likely to wear formal clothing, as are men, when they’re presenting themselves. Men are more likely to wear button down shirts or jackets or suits.
So it’s interesting to think about the type of image that people are trying to portray of themselves.
I employ several methodological approaches that I was trained in while doing my doctorate at UCLA to understand user behavior ranging from surveys, focus groups, content analysis. I’m analyzing data related to our users’ preferences. The common thread throughout my day-to-day is that I’m trying to understand how best to improve the Tinder user experience. There were 141 variables that were analyzed over the course of those photographs. The product that we have released now is relatively applicable across markets. With Super Like, our users wanted to know, how can I stand out? We tested it for about a month in Australia before releasing it globally. One of them was Rewind: the ability to undo a swipe. Those surveys can be global or targeted toward certain geographic areas or demographic groups. I’m able to track changes over time in people’s perception of the app: Which aspects of the app they like the most. In one of our recent surveys, we found that 80% of Tinder users are seeking a relationship that is not a hookup. There are all of these negative stories in the media about Tinder being a hookup app. I can’t tell you exact numbers, but we get several thousand respondents per survey. They’re looking for something more substantial.”Yes, you need to read about what other people are doing to know if your techniques are good. One thing that people don’t realize—and why there’s a hookup stigma—is that the vast majority of our users meet up within a week. Tinder has certainly revolutionized the dating market in a way that has been incredible. Historically, people have met through family and friends.
All of these methods provide me with a different perspective of how the product should be oriented toward our users. Were they tilting their heads in a certain direction? And the passport feature, which is the ability to change your location and swipe anywhere in the world. It’s disconcerting to hear that when so many of our users are looking for something more substantial. So we obviously have substantial ability to understand variation within and between groups. We’re always reading about the latest studies that are coming out. But now given delays in marriage and childbearing generally…
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That’s something that really only Tinder, as a global dating app with tens of millions of users around the world, can really do. You mentioned surveys as one of the types of research that you do. It’s becoming far harder to find someone to ultimately mate with.