ONLINE DATING,CAN MARKETING CHANGE

THEIR PROSPECTIVE?

S.E.A.N.S RESEARCH MANAGEMENT

INTRODUCING S.E.A.N.S RESEARCH MANAGEMENT TEAM

Serita LoveErin Sherwood

Aja TateNicole Joseph

Sarah Brinkmann

FORMULA OF LOVE (U+ME)=WE

Matching is based on personality predictors of long-term relationship success.Core traits like emotional temperament,

adaptability, curiosity, and intellect Values and beliefs, such as spirituality and

feelings about children Relationship skills, such as conflict

resolution

MEET TANYALEE AND JOSH

http://www.eharmony.com/success/tv/tanyalee-joshua

HOW IT WORKS…

http://www.eharmony.com/

IS CHIVALRY DEAD?

Our initial concern…

Does online dating take the romance out of getting to know a prospective mate?

RESEARCH FINDINGS &

INTEGRATION

S.E.A.N.S RESEARCH MANAGEMENT

WHO’S WHO IN RESEARCH

Qualitative Research

Two focus groupsWOMEN

6 Participants 3 SINGLE

3 IN A RELATIONSHIP

MEN 5 Participants

3 SINGLE 2 IN A RELATIONSHIP

Quantitative Research

Online survey

100 randomly Selected participants

79% SINGLE, NEVER MARRIED

17% MARRIED 4%

SEPERATED/DIVORCED

MEN ARE FROM MARS, WOMEN ARE FROM VENUS

Women in the focus group stated that they

believe men who pay for dating websites are

more credible

Men in the focus group commented that they

lose respect for women who choose to use

dating websites and question their credibility

Through quantitative research terms like “lazy, pathetic, desperate and

unattractive” were used to describe people who use online dating websites

PICK YOUR POISON

Women in the focus group said that they were most interested in online dating sites such as

eHarmony Match.com & Yahoo Personals

Men in the focus group stated that they were most interested in social networking sites such as MySpace and Facebook, but

did mention eHarmony and Match.com as the online dating

sites they were familiar with

Through quantitative research we found that

Yahoo Personals is viewed as the trashiest,

Yahoo Personals, Lavalife and Match.com were tied

for the least effective eHarmony was rated the

most effective, easiest to navigate, and wholesome

IF NOT ONLINE…WHERE SHALL WE MEET?

Women in the focus group said that they look for men with

similar interests, along with a sense of humor.

They tend to meet potential mates through friends, social

scenes such as school, work and church. They are not tempted to look for a mate at a party or bar

scene

Men in the focus group said they prefer to meet potential

mates in social scenes such as school, work, church, stores and

on the street. They enjoy meeting potential mates at

parties and at the bar.They also look for potential

mates who are attractive and approachable and do not initially

care about common interests

Our quantitative study found that 75% of 100 participants also prefer to meet potential

partners in person rather than using an online site

16% said they use social networking sites to find

potential partners

SHE SAID, “ANY WHERE BUT HERE!”

Women in the focus group were not interested in meeting potential partners

through free social media sites

Women in the focus group were not interested in meeting partners in the bar

scene. The focus group as a whole felt men found at bars are “not credible.” They’re looking for a “good time” not a long term

committed relationship

HE SAID, “NO, ANYWHERE BUT HERE!”

The men in the focus group were not interested in paying for an online dating site

to find love because they felt the women who used them are “desperate for love”

The men felt the women on dating websites are specifically looking for long-term

committed relationships

Felt that the women on those sites are trying to impress, so they may not be what they’re

selling

FINDING LOVE IS PRICELESS… OR IS IT?

100% of the females in the focus group said they have

considered using online dating while 0% had

actually paid to become a member to a site

60% of males in the focus group said they have

considered online dating while 20% joined and paid

to become a member

Quantitative research showed that 91% of our

participants were members of Facebook 67% of our participants

were members of Myspace

9% were members of online dating sites such

as Eharmony, Match.com, Plentyoffish.com, and

Chicago Personals 79% of the participants

said they would never consider using

RECOGNIZED, BUT NOT APPLICABLE

Both focus groups recognized a description of this site.

5 out of 11 people said they would try Eharmony

2 of 11 have used this site

1 of 11 is/has been a paying member

EHarmony is recognized as the most serious/ effective site

Participants agreed the process of registering is tailored to find you the

best mate

The quality of matches are better

WHAT’S YOUR MOTIVATION?

Women in the focus group said that they would consider an online dating website just as

they would any other avenue of meeting a perspective mate

especially with demanding work and school schedules

Men in the focus group said that they would consider using an

online dating website tailored to a certain niche, one example given was “College Christians

Looking for Love”

Qualitative research participants would

consider using an online dating site if the following

features were offered;

51% want free membership

49% want the ability to skim through pictures and contact who they

themselves feel would be a good match.

ADVERTISING:TO “E” OR NOT TO “E”?

Women’s perspective

Love hem Find them to be

believable Show that true love is

possible Intriguing, but

question their credibility

Male’s perspective

Don’t believe them at all

Wonder if the people in them are

paid? Maybe they are

true, and it is possible

Corny, Embarrassing

WOMEN WILLING TO SIGN ON, MEN STILL CONCERNED

Are people being truthful online? How do you know if you’re meeting the “real”

person vs. their representative? Men are concerned about meeting “crazy”

women too Physical appearances online not a true

representation of self

But the biggest concern for the males was…

THE “E” FACTOR

S.E.A.N.S RESEARCH MANAGEMENT

THE “E” FACTOR

“Even if I met my wife through and online dating site,

I would never tell anyone that” em·bar·rass  (m-brs)tr.v. em·bar·rassed, em·bar·rass·ing,

em·bar·rass·es

1. To cause to feel self-conscious or ill at ease; disconcert

“Dating websites are for people who are desperate and ugly”

“I have no problem getting women” e·go  (g, g)n. pl. e·gos

1. The self, especially as distinct from the world and other selves.

2. An exaggerated sense of self-importance; conceit.

3. Appropriate pride in oneself; self-esteem.

SSHHH…OUR LITTLE SECRET

It was found through qualitative research that majority of males would be embarrassed to admit

that they found love online.

Males in the focus group were not very willing to admit what online dating sites they had paid for

Males said they would not mind paying an average of $20 per month to find love

They will not go on the free social media sites to find committed relationships; those sites are

strictly for meeting girls for “FUN”

KISS N’ TELL

Qualitative research proved that women were much more comfortable, than men, about going online to

find love

Majority were not embarrassed with the idea of online dating

Women in the focus group said that if they were to find love online they would be willing to share their

story with others

Women in the focus group said that it is more credible when a man pays. They felt that when men are willing

to pay, they must be genuinely seeking love.

IT DOESN’T MATTER HOW WE MET…I HAVE HER NOW”

eHarmony advertisements do address the concern about embarrassment, however, we question if it resonates with men in the way

they are addressing it.

Advertisements address embarrassment but as a shrug off, and within an overly romantic

match story

WHEN ALL WAS SAID AND DONE

After performing qualitative and quantitative data, our initial concern “Does online dating take the romance out of getting to know a prospective mate?” turned out to be

not a concern at all

Our research showed that eHarmony is recognized, eHarmony withholds a positive image among non-users, Women would be willing to trust the site to match them,

while men find the possible idea interesting

Our research proved the concern of non-users to be a question of credibility of members on the site, and

enduring embarrassment from peers if they were to use the site

RECOMMENDATIONS

S.E.A.N.S RESEARCH MANAGEMENT

MEN… ARE STILL FROM MARS

eHarmony is the number one dating website. Yet, our research showed the number of males willing to use the site are significantly lower than women. By marketing to men and women differently we feel the male audience

will be more receptive to the message eHarmony wishes to deliver

Mens Health Fitness, Sports Illustrated Business News, CHICAGO, etc.

SuperBowl, ESPN

Tune down the overjoyed romantic couples portrayed in advertisements. Show a couple in matching team jerseys, enjoying a sporting event. Advertise the

relationship experience not just the final outcome.

Christy and MikeMatched: Nov. 11, 2008First Super Bowl: Feb. 1,

2009Adam and Kelly – matched Jan 5, 2008

First Vacation: Aug. 30, 2008

THE SOCIAL SCENE CAN BE AN EHARMONY SCENE

The men in the focus group stated they preferred to meet their potential partners in social scenes, while numbers in

our quantitative supported the idea as well

We recommend the use of ambient advertising in grocery stores, train and bus stations, club and bar restrooms – in order to place eHarmony in the minds of those who may not be having luck in love while at these social scenes

Your perfect matched just

walked passed and you missed

them

Let us help you find them

Face it –You’re not

about to find Mrs. Right on

the other side of this

door

Grab another drink and

we’ll find her for you

BABY IT’S COLD OUTSIDE

Being the #1 online dating website, we do not recommend eHARMONY slashing prices.

Though we did have supporting data in both our quantitative and qualitative research showing non-

members are hesitant about joining because they feel it is a “waste of money”

To address this we propose that eHarmony offers seasonal non-member promotions* in hopes to gain

new members.

*We would not recommend running a constant promotion, for we feel doing so would effect the brands image and

decrease their credibility

IF PLEASED…YOU MAY FREEZE

Due to our research involving a limited number of paying members, concerns of

“What happens to the time left on your paid subscription after finding love” did not arise.

BUT

To reassure current members, and as a persuasion for non-members to join, we also recommend that eHarmony creates an option for members to freeze their profile one time for every 6 months of a paid subscription.

SUGGESTIONS FOR FURTHER

RESEARCHS.E.A.N.S RESEARCH MANAGEMENT

OUR WORK HAS JUST BEGUN

Extensive research within the male audience, targeting ages 21-55. Heavier emphases on ages 27-45

One on One interviews with males to avoid the “bandwagon” effect we endured during our male focus

group

Develop trial advertisements in the form of online banners to run on male dominated websites to see if a

response is triggered

Conduct male focus groups to see viewings of eHarmony commercials created to target males specifically in order to see if their responses differ from current commercials

now airing

CHALLENGES & ACCOMPLISHME

NTSS.E.A.N.S RESEARCH MANAGEMENT

CHALLENGES WHILE CONDUCTING

We had limited access to people in the area, therefore, not allowing us to gather a focus group which included

participants who would be the main target audience for eHarmony

Our male focus group we experienced somewhat of a “bandwagon” response style. If one male answered one way to a question, all other males would follow along and respond

in a similar way

Through our quantitative research which we set up for 100 random participants to partake in, 74% of our respondents

happened to be female

With only 26% of our random participants for quantitative research being male, it didn’t give us a very large reading on the way men would feel about the topic we were researching

INTEGRATION

When integrating our research, we came across a very large underlying issue that became our main finding. That being, men, even if they do use the

eHarmony website, they seem to have too much self pride to ever admit to using the site.

If we had no time constraints on this project, we would have liked to go back and conducted another

male focus group to probe more about this embarrassment factor. To find out how eHarmony

could appeal to them in a way that it would be almost “cool” to use the website, such as Facebook

and MySpace are.

ACCOMPLISHMENTS

Finding an underlying issue in the way men feel and think about online dating websites that we were unaware to prior to conducting research.

We learned firsthand why it is so important to conduct both qualitative and quantitative research and integrate their findings. To have both forms of

research back up a finding makes it easier to understand, while making it more credible as well.

We feel that our marketing recommendations if taken into serious consideration my eHarmony,

could boost their number of male users significantly.