online DATING , can marketing change their prospective?

1. online DATING,can marketing change their prospective? S.E.A.N.S RESEARCH MANAGEMENT

2. Introducing S.E.A.N.S RESEARCH MANAGEMENT Team Serita Love Erin Sherwood Aja Tate Nicole Joseph Sarah Brinkmann

3. 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

4. Meet tanyalee and josh • http://www.eharmony.com/success/tv/tanyalee-joshua

5. How it works… • http://www.eharmony.com/

6. Is chivalry dead? Our initial concern… Does online dating take the romance out of getting to know a prospective mate?

7. Research findings & Integration S.E.A.N.S RESEARCH MANAGEMENT

8. Who’s who in research Qualitative Research Two focus groups WOMEN • 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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.

17. 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

18. 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…

19. The “e” Factor S.E.A.N.S RESEARCH MANAGEMENT

20. 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.

21. 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”

22. 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.

23. 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

24. 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

25. recommendations S.E.A.N.S RESEARCH MANAGEMENT

26. 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.

27. Christy and Mike Matched: Nov. 11, 2008 First Super Bowl: Feb. 1, 2009 Adam and Kelly – matched Jan 5, 2008 First Vacation: Aug. 30, 2008

28. 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

29. 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

30. 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

31. 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.

32. Suggestions for further research S.E.A.N.S RESEARCH MANAGEMENT

33. 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

34. Challenges & Accomplishments S.E.A.N.S RESEARCH MANAGEMENT

35. 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

36. 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.

37. 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.