MKTG Research eHarmony Final

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Marketing Research Report
The Romantics:
Peter Curry, Marissa Fernandez, Daniela D’Adazio, Chris Olinger
May, 20 2015

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Table of Contents
Executive Summary ……………………………………………………………………………2
Summary of Exploratory Analysis ……………………………………………………………..3
Finalized Research Question ……………………………………………………………………5
Data Collection Method #1: In-depth Interview ………………………………………………..6
Summary of Interview Results ………………………………………………………....6
Data Collection Method #2: ……………………………………………………………………11
Summary of Survey Results …………………………………………………………...11
Summary ………………………………………………………………………………………20
Recommendations ……………………………………………………………………………..20
References ……………………………………………………………………………………..22
Appendix 1: Final Survey Instrument …………………………………………………………23
Appendix 2: SPSS Output ……………………………………………………………………..32
Appendix 3: In-depth Interview Guide ………………………………………………………..80

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Executive Summary
Online dating has become one of the most efficient ways to meet potential partners
outside of the workplace. Longer work weeks and an increase in social media usage have led to
the online dating industry growing annually at an exponential rate. Millennials are now moving
into the workforce and will be looking to meet potential significant others in any way that they
can. What benefits can eHarmony obtain from targeting millennials? Developing a way to target
millennials entering the workforce can dramatically increase eHarmony’s market share;
millennials are a segment of the market that is mostly untapped and would provide eHarmony
with a way to become the market leader in the online dating industry.
This report includes surveys distributed through Facebook to individuals between the
ages of 18-24, as well as 10 in-depth interviews in which respondents were asked to give a
deeper insight on their opinions about general online dating and eHarmony specifically. The 54
completed surveys tested the likelihood of respondents to use eHarmony as their preferred
method of dating if eHarmony were to reduce its membership price, targeted advertising, host
specific events, apply faster meeting times, and create a sub-site for casual dating. The majority
of respondents were more likely to use eHarmony if the price was reduced significantly.
From the sample of respondents, college-aged individuals prefer an affordable service
that reduces the number of online interactions needed before meeting their matches. Results
showed that millennials would show greater interest in eHarmony if a separate “casual dating”
sub-site was created tailored to the needs of individuals in a different, earlier stage of life. There
was little evidence to support that targeted advertising at 18-24 year olds would increase the
likelihood of their signing up for eHarmony.

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Summary of Exploratory Analysis
eHarmony is an online dating service committed to helping single people find love in
their life every day. It launched in the United States in 2000 and, according to the company’s
website, is now the “#1 Trusted Relationship Services Provider” in the United States. They are
the first online dating service to use a scientific approach in matching singles who are highly
compatible; with use of their patented “29 Dimensions” model, people are matched based on
highly compatible characteristics that will allow them to have a longer, happier, and more
successful relationship together. The company’s compatibility matching system does all the work
for the love seekers – it matches single people with those with whom they are highly compatible
regardless of age, ethnicity, and religious or political beliefs. They believe in “making more
meaningful connections that lead to more marriages...” (eHarmony.com, 2015). Their current
customer base is comprised of over 20 million users: 30% are ages 18-24, 18% are ages 25-34,
20% are ages 35-44, 18% are ages 45-54, and 14% are over 55 years old (diffen.com, 2015).
eHarmony’s services are available in the United States, Canada, Australia, and the United
Kingdom. They are committed to “investigating and understanding” what it is that makes long-
term relationships successful by engaging in thorough scientific research to keep their model up
to date and satisfy customers in domestic and international markets. Not only does eHarmony
provide highly compatible matching, it also publishes “eHarmony Advice,” a growing
relationship advice site. In addition, while there is a fee associated with eHarmony’s services, the
company allows a certain amount of free contact, including building a personal profile and
viewing one’s matches.
The first online dating service was pioneered in 1995, and the industry has boomed to
being worth over $2 billion in 2014. The industry has averaged 4.8 percent growth annually from

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2009 to 2014 (ibisworld.com, 2015). The biggest web dating companies have a huge lead over
the competition; two control more than 40 percent of the market. InterActiveCorp (IAC) owns at
least 30 sites – including Match.com and OKCupid – followed by eHarmony, which targets a
slightly older demographic. With consumers using the internet more than ever before, demand
for online dating services is on the rise. In particular, demand from niche dating networks and
baby boomers is increasing, and a new wave of smartphone applications will bring the industry
to more people, faster. The number of entrants to the industry has increased over the past five
years. This has led to a high level of competition within the industry.
eHarmony’s largest competitors in the online dating sphere are Match.com, founded in
1995, and OkCupid, founded in 2004 (iac.com, 2015). Other competitors include niche dating
services that target specific demographics of people. Spark Networks owns and operates more
than 30 niche-based online dating services, including JDate, launched in 1997, and
ChristianMingle, launched in 2001 (spark.net, 2015). Newer companies have come onto the
scene in recent years that rely on “behavioral matchmaking.” Behavioral matchmaking asks
fewer questions than the more “traditional” services that use compatibility algorithms, and relies
on a user’s actions to match them up with potential partners (zoosk.com, 2015). Zoosk has been
a pioneer of this particular method, racking up over 20 million members worldwide since its
founding in 2007 (Bercovici, 2015). There is also competition from dating services strictly in the
app sphere, like Tinder, launched in 2012. Tinder appeals to a much younger demographic than
more traditional dating sites.
After researching the market situation and trends, we would like to further research a few
avenues for eHarmony’s success. This would be done, primarily, through targeting 18-24 year
olds. By targeting this demographic, we look to increase eHarmony’s market share to aid them in

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becoming the number one online dating provider. First, they are currently one of the most
expensive dating sites; lowering their price could potentially help eHarmony gain more market
share. Daters who are on a budget could be fleeing to cheaper or free options. Secondly, we feel
that being able to meet potential partners sooner will increase the likelihood of 18-24 year olds
using eHarmony. Also, we think hosting specific events for singles between the ages of 18-24
will allow eHarmony to appeal to the younger demographic. Additionally, targeting their
advertising at the younger demographic will increase membership from that age group. Finally,
eHarmony should also consider appealing to people looking for more casual dating options. By
offering GPS matching functions similar to Tinder and other apps, we believe eHarmony’s
market share could be significantly increased.
Finalized Research Question
The finalized research question is “How can eHarmony increase its market share?”. This
question is important because it affects the overall value of eHarmony. Currently, eHarmony is
considered the second biggest online dating site, after Match.com. eHarmony has accrued over
20 million users since its inception, compared to Match.com’s 30 million. It is our goal to,
through research and analysis, find the optimal way to help eHarmony become the top online
dating site, surpassing Match.com in popularity. By increasing its market share, eHarmony will
become more popular and, consequently, more profitable. Our goal to increase market share will
have a rippling effect of increased revenue generation, brand awareness, and brand equity.

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Data Collection Method #1: In-depth Interview
Summary of Who was Interviewed
Ten individuals between the ages of 18-24 were interviewed – an equal number of males
and females. The ethnicities of the individuals were Caucasian, Hispanic, Swedish, Italian-
American, Indian, and African American. Seven of the 10 individuals were students of the
University of San Diego. We interviewed these respondents to find commonalities in their
responses with regards to their views on online dating, their experiences with different online
dating sites, and their perceptions of eHarmony. Their responses greatly contributed to our ideas
on how to expand eHarmony’s market share.
Summary of Interview Results
The questions asked began with broad topics like familiarity with and prior use of online
dating services, current love-life status and future goals, the brand image of eHarmony as
opposed to other dating sites, and what they liked most and least about various online dating
services they had heard of or used. The individuals were asked about their general views of
online dating and what they perceived as being society’s stance on online dating as a reputable
method of meeting people. Lastly, they were asked what eHarmony could do to become a more
attractive option to them and what it would take for them to consider switching from their current
online dating platform(s) to eHarmony (or to use eHarmony if they were not currently using an
online dating site).
Seven of the ten respondents had experience with dating sites. They had used Match.com,
Tinder, and OKCupid. None of the ten respondents had used eHarmony. Further questioning
about the lack of usage of eHarmony revealed answers that stated that eHarmony’s brand image
was more mature than what the 18-24 year old crowd was comfortable with. The perception of

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eHarmony was that it was used by an older crowd exclusively. Price was also an issue. Multiple
respondents felt that a free option was key to eHarmony’s future success. Others felt that a price
couldn’t be properly placed on a successful relationship. Questions were also asked about the
stigma the group felt was associated with online dating as a whole. Nine out of the ten
interviewees responded that they would not be comfortable telling their friends about signing up
for online dating. The tenth respondent only felt uncomfortable telling friends when the service
in question was eHarmony specifically. However, all of the respondents stated that having
successful relationships with significant others was very important to them.
From the interviews conducted, five hypotheses were formulated to be further tested:
Multiple interviewees were in agreement when they each mentioned that eHarmony could be
made more appealing if they integrated a “college” culture. Suggestions for such integration
included using people’s location to find someone they have similar interests with or hosting fun
events, such as concerts or bar nights, where single people within certain age groups could meet.
While multiple interviewees knew someone who met their spouse through online dating, all
believed that meeting a significant other in person was more preferable and meaningful than
using online research to be paired with someone. These individuals also agreed on wanting to
find their significant other by socializing and going out rather than through an online dating
website, given that they believe it is the best way to do so because of their age. In addition, many
interviewees believed their own reputation would be negatively impacted and would feel
shameful or desperate if they had to “resort” to online dating services to find relationships at
their age. Providing a place where younger singles feel more comfortable with their choice to
date online was appealing to multiple interviewees. From this line of reasoning was contrived the
following hypothesis.

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Hypothesis 1: Hosting specific events for singles between the ages of 18-24 will allow
eHarmony to appeal to the younger demographics.
According to the results of multiple interviews, in order to obtain more market share in
the college-aged market, eHarmony would need to tweak, if not shift, its brand image to become
more appealing to younger people. Multiple respondents said that eHarmony had a more mature
image and would probably be more inclined to use it when they were older. What was currently
offered isn’t what they are looking for.
The images drawn about online dating users were very similar in all cases: people ages
30 and up who have either given up on finding love through the act of going out and socializing,
or people who simply don’t have the time to go out because their careers or children don’t allow
them to do so. It was suggested to make eHarmony’s advertisements more fun and appealing to
younger people as opposed to current ads which seem to appeal to the more mature crowd
described. Because of eHarmony’s focus on creating long-term relationships and marriages, their
ad campaigns have been tailored to the market segment that the company feels is looking for that
type of relationship. That targeting alienated all 10 of the respondents.
Hypothesis 2: Creating an advertising campaign that appeals to a more varied target
market (including younger 18-24 year olds) will cause younger people to be more likely to
consider using eHarmony.
All of the respondents were asked about the pricing of a potential online dating service
that they would consider using. In one instance, a respondent mentioned that they would be
willing to put a $300 value on finding a successful relationship. Others claimed that such a
relationship was “priceless.” Other respondents, however, felt that price was a very serious issue.
Two respondents felt that a free option, or at least a free trial, was very important when selecting

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an online dating website. Two more felt that eHarmony in particular had to reduce their prices, as
they are currently the most expensive service. Multiple interviewees indicated that paying an
exorbitant fee to be matched with compatible people created an added element of pressure
behind every interaction. There was an added element of pressure in the primary interactions
because both parties were paying for the service to meet each other. Mostly, they felt that the
pricing made the whole process feel less natural.
Hypothesis 3: Introducing a less expensive service targeted at younger customers will
increase the likelihood of 18-24 year olds using eHarmony to meet potential partners.
The lack of organic interaction was the second sticking point. Multiple respondents
indicated that they preferred meeting people in more spontaneous environments because of their
age (18-24). There were multiple interviewees that stated that their first interactions were
awkward when they met with people in person for the first time after talking online for an
extended period of time. Respondents felt that the awkwardness was due to the pressure from
pricing, described in the last section, and the idea that the first meetup was less natural because
they didn’t originally meet in person.
The most important thing taken from this section was that the interviewees wanted the
interactions with those they met on an online dating platform to feel more natural. They wanted
the interactions to be more spontaneous, as if they had randomly met someone at work or in
class, and less synthetic. Multiple respondents indicated that less time spent online and more
time spent in person could help with this.
Hypothesis 4: Being able to meet potential partners sooner will increase the likelihood
of 18-24 year olds using eHarmony.

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Multiple interviewees believed that segregating the services provided for those who want
a serious relationship from those who want something more casual could make eHarmony more
appealing to 18-24 year olds.
One pattern that clearly stood out was the fact that it was perceived that many of the
interviewees’ friends would react negatively to being told that they signed up for an eHarmony
account. This is in opposition to telling friends that they’d signed up for Tinder. Reasons given
for this were eHarmony’s serious brand image, as opposed to Tinder’s more casual brand image.
There was disagreement between respondents about what types of relationships they wanted
most; however, all interviewees agreed on the fact that short-term relationships were at least
desirable. They described being judged and considered “pathetic” for signing up for an
eHarmony account. They claimed that they were too young to be resorting to online dating in
order to meet people. Similarly, eHarmony’s strict policy of sorting the matches was a sticking
point for some interviewees. Some felt that it inhibited the more casual nature of dating that they
would be interested in. When asked, multiple respondents indicated that a more casual service,
provided by eHarmony, would be much more appealing than it is currently.
Hypothesis 5: By using a platform similar to Tinder, eHarmony can provide a service for
more casual dating, appealing to more 18-24 year olds.
The five hypotheses stated above will be tested in a survey.

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Data Collection Method #2: Survey
Respondents
Fifty-four respondents between the ages of 18-24 participated in this survey of which
35% were male and 65% were female. Of the 54 respondents, 74% were Caucasian, 4% African
American, 4% Asian/Pacific Islander, 2% Arab, 11% Hispanic, and 6% were other.
Method
Data was collected using an online survey which was distributed through Facebook on
each of our own profiles. In this survey, several questions were asked regarding the general
knowledge behind eHarmony and its services and feelings respondents have towards online
dating. The individuals were also asked more specific questions regarding the likelihood of
respondents to use eHarmony if the company switched over to casual dating options, hosted
specific events, lowered price, and increased advertising.
Summary of Survey Results
Hypothesis 1: Hosting specific events for singles between the ages of 18-24 will allow
eHarmony to appeal to the younger demographics.
In the survey, respondents were asked to rate how likely they would be to attend events
such as bar nights, concerts, or outdoor activities if eHarmony hosted them for singles between
the ages of 18-24 (1 = very unlikely, 7 = very likely). Descriptive statistics were conducted to
analyze the average response each individual had for the three different scenarios. For bar nights,
the mean was 4.06; concerts was 4.23; and outdoor activities was 4.02. This shows that the
average respondent categorized their likeliness to attend such events as neutral, given the value
of 4 was categorized as “undecided”. A one-sample t-test with a comparison value of 4 was used
to individually analyze the likelihood of respondents attending bar nights, concerts, and daytime

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activities. We found with 95% confidence that bar nights (Mean = 4.06, t-value = .229, p-value =
.820), concerts (Mean = 4.23, t-value = .878, p-value = .384) and outdoor activities (Mean =
4.02, t-value = .073, p-value = .942) have no statistical significance on the likelihood of these
individuals attending the events. This shows that hosting such events will not make eHarmony’s
image more appealing to the younger demographics. This was likely due to the fact that an
online dating company would be sponsoring these events, leading to individuals continuing to
carry a negative perception about the events themselves.
In addition, an ANOVA test was conducted to analyze how age impacts the likelihood of
respondents agreeing to use online dating sites to meet a potential significant other. With an
overall p-value of .027, there is a statistically significant difference in likelihood to use online
dating services between age groups. In particular, it was found that with a p-value of .043, there
is a significant difference in the average mean of 19 year olds (Mean = 1.50) to use online dating
than 24 year olds (Mean = 3.25); the 24 year olds were much more open minded and likely to use
online services. We also found that the average of 20 year olds (Mean = 1.59) to use online
dating sites is significantly different to the average of 22 year olds (Mean = 2.57, p-value= .029)
and 24 year olds (Mean = 3.25, p-value= .004). Continued analysis of this test found that there is
also a significant difference between the average likelihood of 21 year olds and 24 year olds (p-
value= .007) to use online dating sites. This shows that age has a positive correlation with the
likelihood of individuals to use online dating sites; the older respondents are, the more open
minded they are about the possibility of meeting a significant other through an online dating site.
A Chi Square test was conducted to see if there was any relationship between the
maximum number of online interactions individuals were willing to have before meeting up with
someone and their age. With a Pearson Chi-Square value of 15.648 and a P-Value of .925, it was

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concluded that there was no relationship between these two variables, meaning that individuals’
preferences on wanting to have a certain amount of online interactions before meeting up with a
match is relatively the same across all age levels.
Additionally, a 2-sample t-test was conducted to analyze if the perception respondents
have of people that use online dating for serious purposes varied by gender. Respondents were
asked to rate their perceptions on a 7-point scale (1 = very negative, 7 = very positive). While
females (Mean = 4.37) have a slightly more positive perception towards online dating than males
(Mean =4), there is no statistically significant difference between the two genders and their
perceptions (P-Value = .391). This shows that gender does not play a significant role in how
online dating is perceived in society today.
Hypothesis 2: Creating an advertising campaign that appeals to a more varied target market
(including younger 18-24 year olds) will cause younger people to be more likely to consider
using eHarmony.
In the survey, respondents were asked how much more likely they would be to use
eHarmony if advertisements were directed at the 18-24 years-old demographic. Respondents
answered on a 5 point scale (1 = much more likely, 5 = much less likely). Both “much more
likely” and “much less likely” received 9.4% of the responses. The midpoint (neutral) received
49.1% of the responses. “Somewhat more likely” received 28.3% of the responses. A one-sample
t-test was used to determine if the mean was statistically the same as the midpoint of 3. With
95% confidence, the mean likelihood to use their services based on targeted advertising was
neutral, with a P-Value of .085 (T-Value = -1.756). With a mean of 2.75, the responses were
skewed toward “much more likely,” however. At a 90% confidence level it is significant.

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Questions were also asked about the effectiveness of four potential forms of advertising
for eHarmony: social media, commercials, print advertising, and mobile apps. Respondents
answered on a 1 to 7 point scale (1 = very ineffective, 7 = very effective). One sample t-tests
were run on each of the questions to determine if the average rating would be significantly
different than the neutral point for any given advertising method. With 95% confidence, neither
social media nor mobile apps were significantly different than the midpoint of “neither effective
nor ineffective.” Social media had a calculated P-Value of .478 (T-Value = .715); mobile apps
had a P-Value of .546 (T-Value = .608). The null hypothesis for print advertising was rejected
because of a P-Value of .008 (T-Value =-2.753). The average rating of print advertising (Mean =
3.44) was below the midpoint of 4, showing that respondents would respond negatively to print
advertising. The null hypothesis for commercials was also rejected, with a P-Value of .000 (T-
Value =3.816). With the average rating for commercials (Mean = 4.73) greater than the neutral
point of 4, eHarmony would be better off focusing on commercials and avoiding print
advertising.
An analysis of how eHarmony’s current advertising was affecting the target demographic
was conducted as well. A screener question was used to eliminate those who had not been
exposed to an eHarmony advertisement. Respondents were then asked on a 5 point scale how
eHarmony’s advertisements affected their perception of eHarmony (1 = very negatively, 5 = very
positively). A one-sample t-test was run to determine if the mean was significantly different than
the midpoint of 3. With a P-Value of .332, it was found with 95% confidence that the average
effect of an eHarmony advertisement was neutral (Mean=3.14).
A two-sample t-test was used to determine if gender had a significant effect on whether
targeted advertising would be effective on 18-24 year olds. With a P-Value of .909, it was found

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with 95% confidence that gender did not make a difference on whether or not targeted
advertising was deemed effective.
An ANOVA was run to determine if age had an effect on whether or not targeted
advertising would be effective. With a P-Value of .235, it was found with 95% confidence that
age did not make a difference on whether or not targeted advertising was deemed effective.
The data showed that there is little hope for eHarmony to appeal to a younger
demographic through targeted advertising. The data showed a slight skew in the negative
direction for the effectiveness of targeted advertising (the mean was 2.75 compared to the
midpoint of 3). The one-sample t-test, however, was unable to reject the null hypothesis at a 95%
confidence level, but was significant at a 90% level. Other than a slight potential for
commercials, it can be concluded that 18-24 year olds would not be more likely to use eHarmony
if advertising was targeted at them.
Hypothesis 3: Introducing a less expensive service targeted at younger customers will increase
the likelihood of 18-24 year olds using eHarmony to meet potential partners.
In the survey, the likelihood of using eHarmony with a 50% price reduction was tested.
The 50% price reduction would take eHarmony’s price down from $39.95 per month to $19.95.
37.7% of respondents indicated that, even if eHarmony’s subscription price was reduced by half,
they would still be unwilling to pay for their service. On a 7-point scale (1 = very unlikely, 7 =
very likely), 15.1% said they would be “somewhat likely” to use eHarmony given the stated
price reduction; 17% were undecided. How much respondents were willing to pay for online
dating in general was also analyzed. 34.6% indicated that they would pay $0 for the ability to
meet people online that were looking for the same type of relationship they were. 59.6% were

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only willing to pay $10 or less for the opportunity; cumulatively, 84.6% were only willing to pay
$20 or less.
A Chi-square test was used to analyze how much respondents would be willing to pay for
an online dating service. With a P-Value .000, the null hypothesis was rejected with 95%
confidence; a difference in the number of people willing to pay different amounts for online
dating was shown. The observed N was 18 for $0 and 13 for both $1-10 and $11-20; the
expected N was 8.7 for all price ranges.
A one-sample t-test was used to analyze respondents’ likelihood to use eHarmony with a
50% price cut. The P-Value found was .000 (T-Value = -6.494), leading to a rejection of the null
hypothesis with 95% confidence. The mean response was 2.58, however, showing that 18-24
year olds would still be less likely to use eHarmony if the price was only cut from $39.95 to
$19.95.
A crosstabs analysis showed that there was no statistical significance in the relationship
between age and willingness to pay more and the relationship between gender and willingness to
pay. The P-Values were .650 and .523 respectively.
The statistical analyses performed support the hypothesis that 18-24 year olds will be
more likely to use eHarmony if it had a less expensive option. The analysis of the stated price
decrease shows that not only are 18-24 year olds sensitive to a decrease in price, it shows that the
respondents would not be satisfied with a price cut of only 50%, from $39.95 to $19.95. This is
confirmed by the frequencies that were observed, where nearly 60% of respondents were only
willing to pay $10 or less for an online dating service. eHarmony should focus on a less
expensive service to attract members of the target demographic.

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Hypothesis 4: Being able to meet potential partners sooner will increase the likelihood of 18-24
year olds using eHarmony.
The likelihood of respondents meeting their online dating matches in person and the
number of online interactions preferred before meeting a match were analyzed. 34% indicated
that they would be “unlikely,” on a 7-point scale, to meet up with someone they met online in
person. A majority of respondents, 58.5%, said that they were either “unlikely” or “very
unlikely” to meet up with someone they met online in person. For the maximum number of
interactions people were willing to have with online matches before meeting in person,
21.6% responded that they wanted 1-4 interactions before meeting up, and 60.8% indicated that
they wanted 9 or fewer interactions before being able to meet.
A one-sample t-test was used to analyze how likely respondents were to meet up with
people they had matched with. The observed P-Value was .000 (T-Value = -4.612), leading to a
rejection of the null hypothesis with a 95% confidence level. The mean response was 2.87 on a
scale of 1 to 7, showing that 18-24 year olds would not be likely to meet up with someone they
met online in person. It is likely that this hesitance is because of online dating as a whole, rather
than anything specific to eHarmony.
A Chi-square test was used to analyze how many online interactions respondents
preferred before meeting their matches. With a P-Value of .006, the null hypothesis was rejected
at a 95% confidence level; there was a difference between the number of people who wanted
different amounts of online interactions before meeting in person. The observed N was 11 for 1-4
interactions, 17 for 5-9 interactions, and 10 for 10-14 interactions; the expected N was 8.5 for all
ranges of interactions.

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A crosstabs test involving a Chi-square analysis was used to look at potential
relationships between age and the number of online interactions preferred before meeting, as
well as gender and the number of interactions. The P-Values were .844 and .483 respectively,
showing no statistically significant relationship between the variables.
The analysis of whether respondents would be likely to meet up with someone they met
online and the number of interactions wanted are somewhat contradictory. Nearly 60% of
respondents indicated that they would be hesitant to meet, in person, someone they met online; at
the same time 60.8% of respondents preferred to have fewer than 10 online interactions before
meeting those they had been matched with. The data, therefore, is inconclusive in regards to
whether eHarmony should create a service where users can meet their matches more quickly.
Hypothesis 5: Implementing a separate sub-site tailored to “casual dating” will increase market
share among college-aged people.
Both one-sample and two-sample t-tests were conducted on two questions specific to
creating a separate sub-site tailored to casual dating. Based on a seven-point scale (1 = very
unlikely, 7 = very likely), the first asked about the likelihood of respondents to use a casual
dating sub-site created by eHarmony. The one-sample t-test showed a P-Value of .000 (T-Value
= -5.45) concluding that with 95% confidence the mean is statistically different than the
midpoint of 4. The mean of 2.72 is less than the neutral point, meaning that respondents felt they
would not be likely to use an eHarmony sub-site created for casual dating. In order to learn
whether the likelihood of use of a casual dating sub-site differed between genders, a two-sample
t-test was conducted. The results showed that the mean for males was almost one point more
than females (males = 3.23, females = 2.43). With P-Values of .090, the means for genders were

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statistically different at a 90% confidence level; males were slightly more likely to use the sub-
site, although both males and females were less likely than neutral to use the sub-site.
The second question asked if the creation of such a sub-site would affect the respondent’s
perception of eHarmony’s brand. This question was on a five-point scale (1 = negatively, 5 =
positively). A one-sample t-test was conducted in order to see whether the mean response was
statistically different from the midpoint of 3. The mean was 2.89. The P-Value of .391 (T-value
= -.864) indicated that the mean was statistically the same as the midpoint and respondents
would have neither a negative nor a positive change in brand perception with the implementation
of a casual dating sub-site. A two-sample t-test including gender was analyzed. Males had a
mean of 2.95; females had a mean of 2.86. The P-Values both were .75, showing that mean was
statistically the same for both genders. Therefore, the perception of eHarmony’s brand would
remain unchanged for both males and females, even with the creation of a casual dating sub-site.
According to the analyses, eHarmony could benefit from creating a casual dating sub-
site. Although the majority of respondents showed that they would continue to be unlikely to
consider using eHarmony even if a sub-site was created, 21% showed that such a sub-site would
increase their likelihood to use eHarmony. Therefore, these analyses show a potential increase in
demand within the target age demographic. The fact that the majority of respondents continued
to be unlikely to use the site could be attributed to several factors. Among these factors is that the
respondents’ knowledge of eHarmony potentially owning the site in question could create a bias
in the responses. If such a sub-site were to be created, eHarmony’s ownership of it would not be
widely known, since it would be under a different brand name. Another factor is that a prevalent
hesitance to use online dating in general would definitely leave many respondents unchanged in
their opinion. It is also interesting to note that males showed to be slightly more likely to use the

20
site than females. According to these statistical analyses, eHarmony could potentially increase
market share in the target age demographic by creating a casual dating sub-site.
Summary
How can eHarmony increase its market share in order to become the most used online
dating site worldwide? Targeting millennials that are moving into the workforce would provide
eHarmony with a new target market that is mostly untapped in the online dating industry. From
the sample of respondents, college-aged individuals prefer a less expensive service that reduces
the number of online interactions needed before meeting their matches. Results also showed that
millennials would show greater interest in eHarmony if they created a separate “casual dating”
sub-site tailored to the needs of individuals in a different, earlier stage of life. There was little
evidence to support that targeted advertising at 18-24 year olds would increase the likelihood of
their signing up for eHarmony. Millennials did indicate, however, that commercials were the
most effective form of advertising for eHarmony. There was also little evidence to support that
hosting events for millennials would increase their likelihood of using eHarmony.
Recommendations
After analyzing the survey results, it was found that targeted advertising will prove
ineffective at attracting millennials to eHarmony. Similarly, hosting events for millennials to
meet up will not attract 18-24 year olds to using eHarmony. Conversely, price proved to
overwhelmingly be a deciding factor for the target age demographic. Therefore, a price reduction
of 75% from eHarmony’s current monthly rate demonstrated a high likelihood of success in
attracting millennials to eHarmony. Negative perceptions among millennials about long-term-
focused dating pervaded the survey; therefore, a completely separate sub-site, not superficially
affiliated with eHarmony and tailored to casual dating proved to be an effective way to attracting

21
millennials moving into the workplace. Finally, the number of requested online interactions was
far below the number that eHarmony promotes with their matching system; creating a way for
customers to meet their matches sooner will prove effective in attracting millennials to
eHarmony, as it would eliminate awkwardness that permeates most first meet-ups between
matches. All of these recommendations are supported by statistical analysis and thus should be
implemented because they would lead to an increase in eHarmony’s market share.

22
References:
About (n.d.). In eHarmony. Retrieved March 23, 2015, from
http://www.eharmony.com/about/eharmony/
Bercovici, J. (2014, April 16). Zoosk Files For IPO; Here's What You Need To Know. In
Forbes. Retrieved March 23, 2015, from
http://www.forbes.com/sites/jeffbercovici/2014/04/16/zoosk-files-for-ipo-heres-what-
you-need-to-know/
Company Overview (n.d.). In Spark Networks. Retrieved March 23, 2015, from
http://www.spark.net/about-us/company-overview/
Industry (n.d.). In IBIS World. Retrieved March 23, 2015, from
http://www.ibisworld.com/industry/default.aspx?indid=1723
Match (n.d.). In IAC. Retrieved March 23, 2015, from http://iac.com/brand/match
Match.com vs. eHarmony: By Age (n.d.). In Diffen. Retrieved March 23, 2015, from
http://www.diffen.com/difference/Match.com_vs_eHarmony#By_Age
Zoosk. Retrieved March 23, 2015, from https://www.zoosk.com/

23
Appendix 1: Final Survey Instrument
eHarmony_Final – Peter, Daniella, Marissa, Chris
0 This is a survey about online dating preferences. All information collected is completely
confidential. This is a voluntary survey, and can be exited at any time. Thank you for your
participation.
1 Are you between the ages of 18-24?
 Yes
 No
2 Where do you stand on the knowledge behind eHarmony's services?
 Never heard of it
 Heard of it but don't know how it works
 I know what it is and how it works
 I know people who use/have used it
 I have personally used it
3 How likely would you be to use eHarmony's online dating services?
 Very Unlikely
 Unlikely
 Undecided
 Likely
 Very Likely
4 What age groups would you assume are the most common users of eHarmony?
 18-24
 25-31
 32-38
 39-45
 46-52
 53+

24
5 In your opinion, which of the following words have to do with the term "casual dating"?
(Choose all that apply)
 Short-term
 Hook-up
 Romance
 Sex
 Commitment
 Non-exclusive
 Relationship
 Temporary
 Love
 Experimenting
6 What is your perception of people that use online dating for purposes of casual dating? (Tinder
included)
 Very negative
 Somewhat negative
 Slightly negative
 Neutral
 Slightly positive
 Somewhat positive
 Very positive
7 What is your perception of people that use online dating for purposes of serious dating (i.e.
finding a long-term partner)?
 Very negative
 Somewhat negative
 Slightly negative
 Neutral
 Slightly positive
 Somewhat positive
 Very positive

25
8 How important are each of the following factors to you when considering using an online
dating site?
Not at
all
Importa
nt
Very
Unimport
ant
Somewhat
Unimport
ant
Neither
Important
nor
Unimport
ant
Somewh
at
Importa
nt
Very
Importa
nt
Extreme
ly
Importa
nt
Accurate
in
compatibil
ity
matching
      
Long-term
relationshi
p focused
      
Affordable
(and/or
free)
      
Trustworth
y (e.g.
lesser
likelihood
of fake
profiles)
      
Site or
App
functionali
ty
      
Large
member
pool
      

26
9 Which of the following online dating sites have you used? Check all that apply.
 Match.com
 eHarmony
 Christian Mingle
 Tinder
 OKCupid
 Zoosk
 Other
 I have not used an online dating site
10 If you have not used any, which would you consider using?
 Match.com
 eHarmony
 Christian Mingle
 Tinder
 OKCupid
 Zoosk
 Other
11 What made you choose the above site(s) over other sites?
12 If eHarmony were to create a sub-site or separate feature tailored specifically to casual dating
as opposed to serious dating, how likely would you be to consider using eHarmony?
 Very Unlikely
 Unlikely
 Somewhat Unlikely
 Undecided
 Somewhat Likely
 Likely
 Very Likely

27
13 What site features or emphases would you like to see on a site specifically tailored to casual
dating in addition to basic dating site features? (Select all that apply)
 Photo swiping (you view photos of members and decide whether you want to talk to them by
swiping left or right)
 Geographic filtering (you view only members that are in your vicinity)
 Compatibility matching (you view only members that match your interests and views)
 Mobile App and easy-to-use chat feature
14 If eHarmony were to create this casual dating sub-site or feature, how would that affect your
perception of the eHarmony brand?
 Negatively
 Somewhat negatively
 No effect
 Somewhat positively
 Positively
15 How likely are you to use online dating to meet a potential significant other? (Tinder
included)
 Very Unlikely
 Unlikely
 Undecided
 Somewhat Likely
 Likely
 Very Likely
16 How likely are you to meet up with someone, in person, that you met online?
 Very Unlikely
 Unlikely
 Undecided
 Somewhat Likely
 Likely
 Very Likely

28
17 Where do you like meeting new people for dating? Your answer should total 100. You can
leave fields blank if they are not appealing. Higher values mean that you are more interested in
those places. You can assign equal points to the options.
______ Class
______ Parties
______ Bars
______ Planned events (formals, mixers, etc.)
18 What is the maximum number of online interactions you are willing to have with someone
before meeting up with them?
 0
 1-4
 5-9
 10-14
 15-19
 20-24
19 eHarmony charges $39.95 per month for a six month subscription. If the price was reduced by
50%, to $19.95 per month, how likely would you be to use it?
 Very Unlikely
 Unlikely
 Undecided
 Somewhat Likely
 Likely
 Very Likely
20 What is the maximum you would be willing to pay for the ability to meet people online
looking for the same relationships you are?
 0
 $1-10
 $11-20
 $21-30
 $31-40
 $41-50
 $51 +

29
21 Please indicate how likely you would be to attend the following events if eHarmony hosted
these for singles between the ages of 18-24.
Very
Unlikely
Unlikely
Somewhat
Unlikely
Undecided
Somewhat
Likely
Likely
Very
Likely
Bar
Nights
      
Concerts       
Outdoor
daytime
activities
      
22 Please assign point values to the following scenarios on how preferable each situation is to
you for your dating life. The higher the number, the more you prefer it. You can assign the same
numbers to different scenarios and the sum of all values must add up to 100.
______ Meeting a significant other in person and finding similarities/differences on your own
time
______ Allowing online dating sites to match you with someone you are highly compatible with
______ Being set up with someone through a friend or acquaintance
23 If eHarmony started focusing their advertising to the 18-24 year old age range, how much
more likely would you be to use their services than you currently are?
 Much More Likely
 Somewhat More Likely
 Neutral
 Somewhat Less Likely
 Much Less Likely

30
24 How effective is it for eHarmony to advertise on each of the following?
Very
Ineffectiv
e
Ineffectiv
e
Somewha
t
Ineffectiv
e
Neither
Effective
nor
Ineffectiv
e
Somewh
at
Effective
Effectiv
e
Very
Effectiv
e
Social
Media
      
Commercia
ls
      
Print
Advertising
      
Mobile
Apps
      
25 Have you ever seen a commercial or advertisement for eHarmony?
 Yes
 No
26 How do eHarmony's commercials/advertisements affect your perception of eHarmony?
 Very negatively
 Somewhat negatively
 Neutral
 Somewhat positively
 Very positively
27 What is your gender?
 Male
 Female

31
28 What is your age?
 18
 19
 20
 21
 22
 23
 24
26 What is your ethnicity?
 Caucasian
 African-American
 Asian/ Pacific Islander
 Arab
 Hispanic
 Other

32
Appendix 2: SPSS Output
Frequencies
Statistics
Please indicate
how likely you
would be to
attend the
following events
if eHarmony
hosted these f...-
Bar Nights
Please indicate
how likely you
would be to
attend the
following events
if eHarmony
hosted these f...-
Concerts
Please indicate
how likely you
would be to
attend the
following events
if eHarmony
hosted these f...-
Outdoor daytime
activities
N Valid 53 53 53
Missing 1 1 1
Frequency Table
Please indicate how likely you would be to attend the following events if eHarmony hosted
these f...-Bar Nights
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Unlikely 7 13.0 13.2 13.2
Unlikely 6 11.1 11.3 24.5
SomewhatUnlikely 5 9.3 9.4 34.0
Undecided 8 14.8 15.1 49.1
SomewhatLikely 17 31.5 32.1 81.1
Likely 6 11.1 11.3 92.5
Very Likely 4 7.4 7.5 100.0

33
Total 53 98.1 100.0
Missing System 1 1.9
Total 54 100.0
these f...-Concerts
Cumulative
Percent
Unlikely 4 7.4 7.5 20.8
Undecided 5 9.3 9.4 45.3
Likely 10 18.5 18.9 90.6
Very Likely 5 9.3 9.4 100.0
Total 53 98.1 100.0
Total 54 100.0
these f...-Outdoor daytime activities
Cumulative
Percent

34
Unlikely 5 9.3 9.4 24.5
Undecided 6 11.1 11.3 50.9
Likely 9 16.7 17.0 92.5
Very Likely 4 7.4 7.5 100.0
Total 53 98.1 100.0
Total 54 100.0
Descriptives
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Please indicate how likely
you would be to attend the
following events if eHarmony
hosted these f...-Bar Nights
53 1 7 4.06 1.802
hosted these f...-Concerts
53 1 7 4.23 1.877
hosted these f...-Outdoor
daytime activities
53 1 7 4.02 1.886
Valid N (listwise) 53
T-Test

35
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
53 4.06 1.802 .248
53 4.23 1.877 .258
daytime activities
53 4.02 1.886 .259
One-Sample Test
Test Value = 4
t df Sig. (2-tailed) Mean Difference
95% Confidence
Interval of the
Difference
Lower
.229 52 .820 .057 -.44

36
.878 52 .384 .226 -.29
daytime activities
.073 52 .942 .019 -.50
One-Sample Test
Test Value = 4
95% Confidence Interval of the Difference
Upper
Please indicate how likelyyou would be to attend the following events if
eHarmonyhosted these f...-Bar Nights
.55
eHarmonyhosted these f...-Concerts
.74
eHarmonyhosted these f...-Outdoor daytime activities
.54
Frequencies
Statistics
What is your ethnicity?
N Valid 53
Missing 1

37
What is your ethnicity?
Cumulative
Percent
Valid Caucasian 39 72.2 73.6 73.6
African-American 2 3.7 3.8 77.4
Asian/ Pacific Islander 2 3.7 3.8 81.1
Arab 1 1.9 1.9 83.0
Hispanic 6 11.1 11.3 94.3
Other 3 5.6 5.7 100.0
Total 53 98.1 100.0
Total 54 100.0
Oneway
Descriptives
How likely would you be to use eHarmony's online dating services?
N Mean Std. Deviation Std. Error
95% Confidence Interval for Mean
MinimumLower Bound Upper Bound
19 2 1.50 .707 .500 -4.85 7.85 1
20 17 1.59 .795 .193 1.18 2.00 1
21 19 1.74 .653 .150 1.42 2.05 1
22 7 2.57 1.272 .481 1.39 3.75 1
23 5 2.20 1.095 .490 .84 3.56 1
24 4 3.25 2.062 1.031 -.03 6.53 1
Total 54 1.94 1.054 .143 1.66 2.23 1

38
Descriptives
Maximum
19 2
20 4
21 3
22 5
23 4
24 5
Total 5
ANOVA
Sum of Squares df Mean Square F Sig.
Between Groups 13.267 5 2.653 2.795 .027
Within Groups 45.566 48 .949
Total 58.833 53
Post Hoc Tests
Multiple Comparisons
DependentVariable: How likely would you be to use eHarmony's online dating services?
LSD

39
(I) What is your age? (J) What is your age?
Mean Difference
(I-J) Std. Error Sig.
95%
Confidence
Interval
Lower Bound
19 20 -.088 .728 .904 -1.55
21 -.237 .724 .745 -1.69
22 -1.071 .781 .177 -2.64
23 -.700 .815 .395 -2.34
24 -1.750*
.844 .043 -3.45
20 19 .088 .728 .904 -1.38
21 -.149 .325 .650 -.80
22 -.983*
.438 .029 -1.86
23 -.612 .496 .223 -1.61
24 -1.662*
.541 .004 -2.75
21 19 .237 .724 .745 -1.22
20 .149 .325 .650 -.51
22 -.835 .431 .059 -1.70
23 -.463 .490 .349 -1.45
24 -1.513*
.536 .007 -2.59
22 19 1.071 .781 .177 -.50
20 .983*
.438 .029 .10
21 .835 .431 .059 -.03
23 .371 .571 .518 -.78
24 -.679 .611 .272 -1.91
23 19 .700 .815 .395 -.94
20 .612 .496 .223 -.38

40
21 .463 .490 .349 -.52
22 -.371 .571 .518 -1.52
24 -1.050 .654 .115 -2.36
24 19 1.750*
.844 .043 .05
20 1.662*
.541 .004 .57
21 1.513*
.536 .007 .44
22 .679 .611 .272 -.55
23 1.050 .654 .115 -.26
Multiple Comparisons
DependentVariable: How likely would you be to use eHarmony's online dating services?
LSD
(I) What is your age? (J) What is your age?
95% Confidence Interval
Upper Bound
19 20 1.38
21 1.22
22 .50
23 .94
24 -.05
20 19 1.55
21 .51
22 -.10
23 .38
24 -.57
21 19 1.69

41
20 .80
22 .03
23 .52
24 -.44
22 19 2.64
20 1.86
21 1.70
23 1.52
24 .55
23 19 2.34
20 1.61
21 1.45
22 .78
24 .26
24 19 3.45
20 2.75
21 2.59
22 1.91
23 2.36
*. The mean difference is significantatthe 0.05 level.
T-Test
Group Statistics
What is your gender? N Mean Std. Deviation Std. Error Mean

42
What is your perception of
people that use online dating
for purposes ofserious
dating (i.e. fin...
Male 19 4.00 1.732 .397
Female
35 4.37 1.374 .232
Independent Samples Test
Levene's Test for Equality of
Variances
t-test for
Equality
of Means
F Sig. t
dating (i.e. fin...
Equal variances assumed .718 .401 -.865
Equal variances not
assumed
-.807
t-test for Equality of Means
df Sig. (2-tailed) Mean Difference
for purposes ofserious dating
(i.e. fin...
Equal variances assumed 52 .391 -.371
Equal variances not assumed
30.511 .426 -.371
t-test for Equality of Means
Std. Error
Difference
95% Confidence Interval of the
Difference

43
Lower Upper
dating (i.e. fin...
Equal variances assumed .430 -1.233 .491
Equal variances not
assumed
.460 -1.311 .568
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
What is the maximum
number ofonline interactions
you are willing to have with
someone before mee...*
What is your age?
51 94.4% 3 5.6% 54 100.0%
What is the maximum number of online interactions you are willing to have with someone before mee... *
What is your age? Crosstabulation
Count
What is your age?
19 20 21 22 23 24
What is the maximum
someone before mee...
0 0 1 0 0 1 1
1-4 1 3 5 1 1 0
5-9 1 6 5 2 2 1

44
10-14 0 4 3 2 0 1
15-19 0 1 2 0 1 0
20-24 0 2 3 1 0 0
Total 2 17 18 6 5 3
What is the maximum number of online interactions you are willing to have with someone before mee... *
What is your age? Crosstabulation
Count
Total
What is the maximum number ofonline interactions you are willing
to have with someone before mee...
0 3
1-4 11
5-9 17
10-14 10
15-19 4
20-24 6
Total 51
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 15.648a
25 .925
Likelihood Ratio 17.804 25 .851
Linear-by-Linear Association .376 1 .540
N of Valid Cases 51

45
a. 34 cells (94.4%) have expected count less than 5. The minimum
expected count is .12.
T-Test
[DataSet1] C:UserspatronDesktopeHarmonyData(1).sav
If eHarmonystarted focusing their advertising to the
18-24 year old age range, how much more lik...
52 2.75 1.027 .142
One-Sample Test
Test Value = 3
-1.756 51 .085 -.250
One-Sample Test
Test Value = 3
Lower Upper

46
If eHarmonystarted focusing their advertising to the 18-24 year old
age range, how much more lik...
-.54 .04
Frequencies
Statistics
If eHarmonystarted focusing their
advertising to the 18-24 year old
age range, how much more lik...
N Valid 52
Missing 2
If eHarmony started focusing their advertising to the 18-24 year old age range, how much
more lik...
Cumulative
Percent
Valid Much More Likely 5 9.3 9.6 9.6
SomewhatMore Likely 15 27.8 28.8 38.5
Neutral 25 46.3 48.1 86.5
SomewhatLess Likely 2 3.7 3.8 90.4
Much Less Likely 5 9.3 9.6 100.0
Total 52 96.3 100.0

47
Total 54 100.0
Frequencies
Statistics
How effective is
it for eHarmony
to advertise on
each of the
following?-
Social Media
How effective is
it for eHarmony
to advertise on
each of the
following?-
Commercials
How effective is
it for eHarmony
to advertise on
each of the
following?-Print
Advertising
How effective is
it for eHarmony
to advertise on
each of the
following?-
Mobile Apps
N Valid 52 51 52 51
Missing 2 3 2 3
Frequency Table
How effective is it for eHarmony to advertise on each of the following?-Social Media
Cumulative
Percent
Valid Very Ineffective 5 9.3 9.6 9.6
Ineffective 5 9.3 9.6 19.2
SomewhatIneffective 6 11.1 11.5 30.8
Neither Effective nor Ineffective 13 24.1 25.0 55.8
SomewhatEffective 12 22.2 23.1 78.8
Effective 5 9.3 9.6 88.5

48
Very Effective 6 11.1 11.5 100.0
Total 52 96.3 100.0
Total 54 100.0
How effective is it for eHarmony to advertise on each of the following?-Commercials
Cumulative
Percent
Effective 14 25.9 27.5 98.0
Total 51 94.4 100.0
Total 54 100.0
How effective is it for eHarmony to advertise on each of the following?-Print Advertising
Cumulative
Percent

49
Ineffective 11 20.4 21.2 30.8
Effective 1 1.9 1.9 98.1
Total 52 96.3 100.0
Total 54 100.0
How effective is it for eHarmony to advertise on each of the following?-Mobile Apps
Cumulative
Percent
Effective 8 14.8 15.7 98.0
Total 51 94.4 100.0
Total 54 100.0
Frequencies

50
Statistics
How effective is
it for eHarmony
to advertise on
each of the
following?-
Social Media
How effective is
it for eHarmony
to advertise on
each of the
following?-
Commercials
How effective is
it for eHarmony
to advertise on
each of the
following?-Print
Advertising
How effective is
it for eHarmony
to advertise on
each of the
following?-
Mobile Apps
N Valid 52 51 52 51
Missing 2 3 2 3
Mean 4.17 4.73 3.44 4.14
Frequency Table
How effective is it for eHarmony to advertise on each of the following?-Social Media
Cumulative
Percent
Effective 5 9.3 9.6 88.5
Total 52 96.3 100.0

51
Total 54 100.0
How effective is it for eHarmony to advertise on each of the following?-Commercials
Cumulative
Percent
Effective 14 25.9 27.5 98.0
Total 51 94.4 100.0
Total 54 100.0
How effective is it for eHarmony to advertise on each of the following?-Print Advertising
Cumulative
Percent
Ineffective 11 20.4 21.2 30.8

52
Effective 1 1.9 1.9 98.1
Total 52 96.3 100.0
Total 54 100.0
How effective is it for eHarmony to advertise on each of the following?-Mobile Apps
Cumulative
Percent
Effective 8 14.8 15.7 98.0
Total 51 94.4 100.0
Total 54 100.0
T-Test

53
How effective is it for eHarmonyto advertise on each
of the following?-Social Media
52 4.17 1.746 .242
of the following?-Commercials
51 4.73 1.358 .190
of the following?-PrintAdvertising
52 3.44 1.461 .203
of the following?-Mobile Apps
51 4.14 1.613 .226
One-Sample Test
Test Value = 4
of the following?-Social Media
.715 51 .478 .173
of the following?-Commercials
3.816 50 .000 .725
of the following?-PrintAdvertising
-2.753 51 .008 -.558
of the following?-Mobile Apps
.608 50 .546 .137
One-Sample Test
Test Value = 4
Lower Upper

54
How effective is it for eHarmonyto advertise on each of the
following?-Social Media
-.31 .66
following?-Commercials
.34 1.11
following?-PrintAdvertising
-.96 -.15
following?-Mobile Apps
-.32 .59
T-Test
Group Statistics
What is your gender? N Mean
Male 18 2.72
Female 34 2.76
Group Statistics
What is your gender? Std. Deviation Std. Error Mean
Male 1.018 .240
Female 1.046 .179

55
Levene's Test
for Equality of
Variances
F
Equal variances assumed .013
Levene's Test for
Equality of
Variances
Sig.
If eHarmonystarted focusing their advertising to the 18-
24 year old age range,how much more lik...
t-test for Equality of
Means
t df
Equal variances assumed -.141 50
Equal variances not assumed -.142 35.598
t-test for Equality
of Means

56
Sig. (2-tailed)
If eHarmonystarted focusing their advertising to the 18-24
year old age range, how much more lik...
Equal variances not assumed .888
t-test for Equality
of Means
Mean Difference
Equal variances assumed -.042
Equal variances not assumed -.042
t-test for Equality
of Means
Std. Error
Difference
t-test for Equality
of Means
95% Confidence
Interval of the
Difference
Lower

57
Equal variances assumed -.649
Equal variances not assumed -.650
t-test for Equality
of Means
95% Confidence
Interval of the
Difference
Upper
Oneway
ANOVA
If eHarmonystarted focusing their advertising to the 18-24 year old age range,how much more
lik...
Between Groups 7.184 5 1.437 1.419 .235
Within Groups 46.566 46 1.012
Total 53.750 51
Oneway

58
ANOVA
If eHarmonystarted focusing their advertising to the 18-24 year old age range,how much more
lik...
Between Groups 7.184 5 1.437 1.419 .235
Within Groups 46.566 46 1.012
Total 53.750 51
T-Test
[DataSet1] C:UsersownerDownloadseHarmonyData(1).sav
How do eHarmony's
commercials/advertisements
affect your perception of
eHarmony?
50 3.14 .990 .140
One-Sample Test
Test Value = 3

59
95% Confidence
Interval of the
Difference
Lower
How do eHarmony's
commercials/advertisements
affect your perception of
eHarmony?
1.000 49 .322 .140 -.14
One-Sample Test
Test Value = 3
Upper
How do eHarmony's commercials/advertisements affectyour
perception of eHarmony?
.42
Frequency Table
How likely are you to meet up with someone, in person, that you met online?
Cumulative
Percent
Unlikely 18 33.3 34.0 58.5
Undecided 7 13.0 13.2 79.2
Likely 2 3.7 3.8 94.3
Very Likely 3 5.6 5.7 100.0
Total 53 98.1 100.0

60
Total 54 100.0
What is the maximum number of online interactions you are willing to have with
Cumulative
Percent
Valid 0 3 5.6 5.9 5.9
1-4 11 20.4 21.6 27.5
5-9 17 31.5 33.3 60.8
10-14 10 18.5 19.6 80.4
15-19 4 7.4 7.8 88.2
20-24 6 11.1 11.8 100.0
Total 51 94.4 100.0
Total 54 100.0
eHarmony charges $39.95 per month for a six month subscription. If the price was reduced
by 50%,...
Cumulative
Percent
Unlikely 10 18.5 18.9 56.6
Undecided 9 16.7 17.0 83.0

61
Likely 1 1.9 1.9 100.0
Total 53 98.1 100.0
Total 54 100.0
What is the maximum you would be willing to pay for the ability to meet people
online looking for...
Cumulative
Percent
Valid 0 18 33.3 34.6 34.6
$1-10 13 24.1 25.0 59.6
$11-20 13 24.1 25.0 84.6
$21-30 5 9.3 9.6 94.2
$41-50 1 1.9 1.9 96.2
$51 + 2 3.7 3.8 100.0
Total 52 96.3 100.0
Total 54 100.0
T-Test

62
eHarmonycharges $39.95
per month for a six month
subscription.If the price was
reduced by 50%,...
53 2.58 1.586 .218
One-Sample Test
Test Value = 4
95% Confidence
Interval of the
Difference
Lower
eHarmonycharges $39.95
per month for a six month
subscription.If the price was
reduced by 50%,...
-6.494 52 .000 -1.415 -1.85
One-Sample Test
Test Value = 4
Upper
eHarmonycharges $39.95 per month for a six month subscription.If
the price was reduced by 50%,...
-.98

63
T-Test
How likely are you to meet
up with someone,in person,
that you metonline?
53 2.87 1.787 .245
One-Sample Test
Test Value = 4
95% Confidence
Interval of the
Difference
Lower
How likely are you to meet
up with someone,in person,
that you metonline?
-4.612 52 .000 -1.132 -1.62
One-Sample Test
Test Value = 4
Upper
How likely are you to meetup with someone,in person,thatyou met
online?
-.64
NPar Tests

64
N Mean Std. Deviation Minimum Maximum
What is the maximum
51 3.37 1.385 1 6
Chi-Square Test
Frequencies
What is the maximum number of online
interactions you are willing to have with someone
before mee...
Observed N Expected N Residual
0 3 8.5 -5.5
1-4 11 8.5 2.5
5-9 17 8.5 8.5
10-14 10 8.5 1.5
15-19 4 8.5 -4.5
20-24 6 8.5 -2.5
Total 51
Test Statistics

65
What is the
maximum
number ofonline
interactions you
are willing to
have with
someone before
mee...
Chi-Square 16.176a
df 5
Asymp. Sig. .006
a. 0 cells (.0%) have expected
frequencies less than 5.The
minimum expected cell frequency
is 8.5.
NPar Tests
a. Based on availability of workspace memory.
N Mean Std. Deviation Minimum Maximum
What is the maximum you
would be willing to pay for
the ability to meetpeople
online looking for...
52 2.37 1.469 1 7
Chi-Square Test

66
Frequencies
What is the maximum you would be willing to pay
for the ability to meet people online looking for...
Observed N Expected N Residual
0 18 8.7 9.3
$1-10 13 8.7 4.3
$11-20 13 8.7 4.3
$21-30 5 8.7 -3.7
$41-50 1 8.7 -7.7
$51 + 2 8.7 -6.7
Total 52
Test Statistics
What is the
maximum you
would be willing
to pay for the
ability to meet
people online
looking for...
Chi-Square 27.846a
df 5
Asymp. Sig. .000

67
a. 0 cells (.0%) have expected
frequencies less than 5.The
minimum expected cell frequency
is 8.7.
Crosstabs
Cases
Valid Missing Total
What is your age? * What is
the maximum you would be
willing to pay for the ability to
meetpeople online looking
for...
52 96.3% 2 3.7% 54 100.0%
What is your age? * What is the maximum you would be willing to pay for the ability to meet
people online looking for... Crosstabulation
Count
What is the maximum you would be willing to pay for the ability to
meet people online looking for...
0 $1-10 $11-20 $21-30
What is your age? 19 0 2 0 0
20 6 4 6 0
21 6 3 6 3
22 1 4 0 0

68
23 3 0 0 2
24 2 0 1 0
Total 18 13 13 5
What is your age? * What is the maximum you would be willing to pay for the ability to meet people online
looking for... Crosstabulation
Count
What is the maximum you would be willing to pay for the ability to
meet people online looking for...
$41-50 $51 +
What is your age? 19 0 0 2
20 1 0 17
21 0 1 19
22 0 1 6
23 0 0 5
24 0 0 3
Total 1 2 52
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
25 .135

69
N of Valid Cases 52
a. 34 cells (94.4%) have expected count less than 5. The minimum
Crosstabs
Cases
Valid Missing Total
What is your gender? * What
is the maximum you would
be willing to pay for the
ability to meetpeople online
looking for...
34 100.0% 0 0.0% 34 100.0%
What is your gender? * What is the maximum you would be willing to pay for the ability to meet people
online looking for... Crosstabulation
Count
What is the maximum you would be willing to pay for the ability to meet
people online looking for...
$1-10 $11-20 $21-30 $41-50
What is your gender? Male 4 4 2 1
Female 9 9 3 0
Total 13 13 5 1

70
What is your gender? * What is the maximum you would be willing to pay for the ability to meet people
online looking for... Crosstabulation
Count
What is the maximum you
would be willing to pay for the
ability to meet people online
looking for...
Total$51 +
What is your gender? Male 0 11
Female 2 23
Total 2 34
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
4 .523
N of Valid Cases 34
a. 8 cells (80.0%) have expected countless than 5. The minimum
Crosstabs

71
Cases
Valid Missing Total
What is your gender? * What
is the maximum number of
online interactions you are
willing to have with someone
before mee...
33 97.1% 1 2.9% 34 100.0%
What is your gender? * What is the maximum number of online interactions you are willing to have with
someone before mee... Crosstabulation
Count
What is the maximum number of online interactions you are willing to
have with someone before mee...
1-4 5-9 10-14 15-19
What is your gender? Male 4 3 1 1
Female 3 9 6 3
Total 7 12 7 4
What is your gender? * What is the maximum number of online interactions you are willing to have with
Count
What is the maximum
Total20-24
What is your gender? Male 1 10

72
Female 2 23
Total 3 33
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
4 .483
N of Valid Cases 33
a. 9 cells (90.0%) have expected countless than 5. The minimum
Crosstabs
Cases
Valid Missing Total
What is your age? * What is
the maximum number of
before mee...
33 97.1% 1 2.9% 34 100.0%

73
What is your age? * What is the maximum number of online interactions you are willing to have
with someone before mee... Crosstabulation
Count
What is the maximum number of online interactions you are willing to
have with someone before mee...
1-4 5-9 10-14 15-19
What is your age? 19 1 1 0 0
20 2 3 4 1
21 4 4 1 2
22 0 2 2 0
23 0 1 0 1
24 0 1 0 0
Total 7 12 7 4
What is your age? * What is the maximum number of online interactions you are willing to have with
Count
What is the maximum number of
before mee...
Total20-24
What is your age? 19 0 2
20 1 11
21 1 12
22 1 5

74
23 0 2
24 0 1
Total 3 33
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
20 .844
N of Valid Cases 33
a. 30 cells (100.0%) have expected count less than 5.The minimum
Descriptives
[DataSet1] /Users/lisa/Downloads/eHarmonyData-2.sav
If eHarmonywere to create
a sub-site or separate
feature tailored specifically
to casual dating...
53 1 6 2.72 1.714

75
Descriptives
this casual dating sub-site or
feature, how would that
affect your per...
54 1 4 2.89 .945
T-Test
to casual dating...
53 2.72 1.714 .235
One-Sample Test
Test Value = 4

76
to casual dating...
-5.450 52 .000 -1.283
One-Sample Test
Test Value = 4
Lower Upper
If eHarmonywere to create a sub-site or
separate feature tailored specificallyto
casual dating...
-1.76 -.81
T-Test
affect your per...
54 2.89 .945 .129
One-Sample Test
Test Value = 3

77
affect your per...
-.864 53 .391 -.111
One-Sample Test
Test Value = 3
Lower Upper
If eHarmonywere to create this casual
dating sub-site or feature,how would that
affect your per...
-.37 .15

78
Appendix 3: In-depth Interview Guides
Marissa Fernandez
Interview 1: Female age 20
1. What are your thoughts or feelings about online dating websites?
I honestly never really pay attention to online dating. From watching TV shows like Catfish it
makes it seem like online dating never works since it tends to be fake people. Yet when I think of
eHarmony I know they have a high success rate and I know someone personally who met a
match and has been married for almost 10 years so it can work. I personally don’t think I would
ever use an online dating site.
2. Have you or a friend ever used an online dating website? Why or why not? Which
ones?
I have never used an online dating site but a family member has and she used eHarmony and she
now has a husband of 10 years because of it. I personally don’t use them I think due to young
age and I would rather just meet someone in person through a friend or maybe an occasion/party.
3. Why do you use or not use online dating websites as your preferred method of
dating?
I think it is better to be hooked up with someone by a friend or have a run in with someone and
just hit it off. Due to my age I think if I were to use a dating website I think most people have
bad intentions at such a young age and I almost feel like you seem desperate for a partner when
using it this young.
4. If you do use online dating services, what do you like about them?
I don’t use them so I can’t really answer that question
5. Have you heard of eHarmony? Have you used it?
I have heard of eHarmony and I have not personally used it but do know someone who used it
and my mom may potentially use it in the future as well.
6. What could eHarmony do to intrigue you into wanting to use its services for dating?
I think personal stories would be a great idea maybe bad and good to see both sides. Maybe some
statistics as well because the main reason I think people don’t use dating websites is safety and
fake identities.
7. Do you think that eHarmony is a realistic way to start a relationship? Why or why
not?

79
I think if it the person’s first relationship I wouldn’t necessarily use it but maybe if someone is
older, has a career and kids, and doesn’t have time to go out to the bars or socialize a lot then it
would be a good idea.
8. What kind of relationship could you see resulting from eHarmony’s services?
Personally since I have seen a relationship form from it I think eHarmony is the best dating site
and seems the safety and most effective. My stepmom has been married 10+ years due to the
website.
9. What do you think people would think of you if you were an eHarmony user?
At my age I think people would probably think I’m desperate for a boyfriend and would think
it’s weird that I don’t just go out and social and live my life right now.
10. When you think of eHarmony or other online dating site users, what type of person
comes to mind?
I think of ages 30+ and people who maybe just don’t have luck with relationships or meeting
people. A lot of people have careers and kids so there really is no time to go out with friends and
meet people. And those with a career don’t necessarily want to find a partner in a bar setting as
they may not meet their maturity standards.
11. If you are not looking for a serious relationship, how do you think eHarmony could
help you find ways to casually date?
I think eHarmony is meant for you to find a serious relationship so the only thing I can think of is
to put in your bio on your account you only want to casually date or maybe have a separate
section for a community of people who want to casually date and can make profiles through that.
12. How would you feel about eHarmony if they provided options for casually dating?
I personally don’t use online dating sites so it doesn’t really effect me but it may be good for
people who want to find people online who want to casually date.
Interview 2: Male age 23
1.What are your thoughts or feelings about online dating websites?
My dad met his current gf on online dating site, so based on that my opinion is pretty good
because of personal experience. Personally though, its nothing I would use cause I'm way too
young. Its hard to attract a younger crowd, I'd draw the line at 27 because up until then you like
to go out and not really go online. Theres some shame in it.
2. Have you or a friend everused an online dating website? Why or why not? Which ones?

80
My dad- he was on a few. I think the one they actually met on was a Swedish one. He was also
on match.com
3. Why do you use or not use online dating websites as your preferred method of dating?
There’s the whole shame thing involved when were at this age, even though its opening up more
and more to younger crowds. Personally, I like to go out and talk to people. I feel like you’re
never gonna have as good of a convo online as you will in person I guess. The good thing about
it is that you might learn stuff about people before you meet them to start a convo before
meeting. Makes it easier.
4. If you do use online dating services, what do you like about them?
I don’t use them
5. Have you heard of eHarmony? Have you used it?
I’ve heard of it- just seen the commercials. I don’t really know what the difference is between all
of them
6. What could eHarmony do to intrigue you into wanting to use its services for dating?
If it was localized- finding someone who lives close to you, kinda like tinder is but not as creepy
7. Do you think that eHarmony is a realistic way to start a relationship? Why or why not?
My dad and stepmom have had great success with it so I really think its possible. Its easier to
find someone on a site like that than it is to find someone on the streets. When you’re online you
can say things you wouldn’t necessarily want to say in public
8. What kind of relationship could you see resulting from eHarmony’s services?
Just about everything- more serious relationships rather than just casual stuff. There are so many
casual dating sites that a site like this could never compete with it
9.What do you think people would think of you if you were an eHarmony user?
Since I’m 23, more of my friends are turning more towards online dating site. Back home I
hangout with older people, when you’re 18 you take care of yourself. Here they’re spoiled until
you graduate college. Back home- normal here- weird
10. When you think of eHarmony or other online dating site users, what type of person
comes to mind?
Nobody in particular. I don’t really see a person cause I’ve met so many people that use it for
good and bad
11. If you are not looking for a serious relationship, how do you think eHarmony could
help you find ways to casually date?

81
Maybe have meetings at bars- where they have a specified night where “tinder” people all meet.
Back home (Sweden) they have an event where around 5000 single people just meet up on one
night in certain parts of town that are blocked off for them. They usually have concerts.
12. How would you feel about eHarmony if they provided options for casually dating?
- It would hurt their reputation. I feel like the people who go on sites like that want something
more serious. If they wanted something more casual they would use tinder or other online dating
sites like them. Also, casually works better in person than it does online because online you
kinda talk to the person before you meet. Whereas if you meet someone at a drunk and things
happen.
-If they added causal dating, they would also add more douchebags to the site which would make
more girls stay away from this page. It would be 70% guys 30% girls.
1.What are your thoughts or feelings about online dating websites?
I have never personally used an online dating website, but I think it’s a very viable tool for
meeting someone with similar interests.
2.Have you or a friend ever used an online dating website? Why or why not? Which ones?
The only relevant dating website / application I see being used is Tinder. Tinder uses your
location to find people within your proximity that you may have common interests with. I have
not known a single person who has had a relationship with someone that has used this online
dating application.
3.Why do you use or not use online dating websites as your preferred method of dating?
I have never used online dating websites because I think it’s important to make a special bond
with someone in person, rather than finding them online. People also tend to tailor what pictures
are shown and what characteristics about them they like, which gives them a very ambiguous and
fictitious self-image.
4.If you do use online dating services, what do you like about them?
It’s very easy to get started and there is always someone else who may share similar interests.
5.Have you heard of eHarmony? Have you used it?
I have heard of eHarmony but have never used it.
6.What could eHarmony do to intrigue you into wanting to use its services for dating?
Maybe if it had more of a college / younger culture integrated with the website.
7.Do you think that eHarmony is a realistic way to start a relationship? Why or why not?

82
Personally, I do not believe it is a realistic way to start a relationship because I always like to
learn everything about a person through self-discovery, rather than online research.
8.What kind of relationship could you see resulting from eHarmony’s services?
One that wouldn’t last a long time.
9.What do you think people would think of you if you were an eHarmony user?
They would think I am bizarre, unconfident, and an all around weird individual
10.When you think of eHarmony or other online dating site users, what type of person
comes to mind?
I think of someone who is retired, or someone who is already a little to old to go out and start
dating.
11.If you are not looking for a serious relationship, how do you think eHarmony could help
you find ways to casually date?
Maybe separate the people who are looking for something serious or just looking for a fling.
12.How would you feel about eHarmony if they provided options for casually dating?
I would not personally be amused but other may take great interest in it.
Peter Curry
Interview 1: Male Age 21
1. Would you please describe your thoughts and views on online dating?
Doesn’t mind it. Knows people in mid-twenties who’ve used and liked it through older brother.
Likes Tinder a lot. Thinks of it as a game. Never given thought to more structured providers.
2. Have you ever used, or would you consider using an online dating service? Why or
why not? Which services? Why those particular ones?
Hasn’t really considered it. Heard about difficult post-school dating life. Likes Tinder because it
was free and still can be. Hasn’t ever used or considered eHarmony.
3. How do you perceive online dating? How do you think others perceive it?
Mostly neutral. Besides Tinder, thinks of it for older people. Sort of last-resort situation to be
used if unable to find partner elsewhere. Thinks others perceive it similarly. Slight stigma
attached because it’s considered “last-resort” tactic.
4. What kind of relationship do you look for? Long-term or more casual? Please
explain.
More casual currently; would like long-term stability. Wants a girlfriend but wants the right girl.
Finds long-term more enjoyable and stress-free but has trouble meeting new girls.
5. Do you think you could look for the same type of relationship using online dating
that you look for offline? Please explain.

83
Not really sure. Has met up with multiple girls on Tinder and had a good connection with only
one. Doesn’t know if it’s the app itself or the girls. Lots of awkward interactions before getting
comfortable. Doesn’t know if he can connect with someone he met online because of lingering
awkwardness.
6. How much would you be willing to pay for an online service provider to help you
find people you’d be compatible with?
Now, nothing. Doesn’t want to pay money to meet people when there are a lot of ways to meet
for free. Possibly willing to pay low amount in the future. Less than $20.
7. What online dating service providers have you heard of? Tinder counts.
Tinder, eHarmony, Match.com, OKCupid, ChristianMingle, JDate, BlackPeopleMeet.com,
Zoosk.
8. Of the service providers you listed, which do you find the most and least appealing?
Please explain.
Hasn’t thought about it. Tinder most appealing currently: free, people his age, can be casual.
Match.com least appealing: most expensive one he knows about, thinks it’s for older people,
pressure to date.
9. What do you know about eHarmony off the top of your head?
Lots of marriages. Compatibility based. Been around forever.
10. Have you ever used eHarmony?
No.
11. What would make you use eHarmony as an online dating platform over other
providers?
Not sure. Maybe if he was looking to get married/have serious relationship at some point in his
30s. They seem like they’re good with older, professional people.
12. eHarmony’s largest customer segment is currently 18-24 year olds; does the amount
of people your age surprise you considering eHarmony is known for long term
relationships/marriages? Please explain.
Yes. Wouldn’t think that that percentage of people own age would be looking to date online.
Didn’t think that many people that age wanted relationships that serious.
13. How much control over who you talk to using an online dating service do you think
you should have?
All of it. Doesn’t want it manually sorted except by geography possibly. More natural if both
parties “find” each other.
14. What recommendations would you personally pose to an online dating service in
order to appeal to more people?
Cost less. Faster meet-ups maybe. Anything that would make it less awkward when meeting for
the first time.
Interview 2: Female Age 24
1. Would you please describe your thoughts and views on online dating?

84
Neutral. Knows people who have used it successfully and some who have used it unsuccessfully.
Has used it herself casually. Kind of necessary post-graduation.
2. Have you ever used, or would you consider using an online dating service? Why or
why not? Which services? Why those particular ones?
Yes. Tough to meet people in the workplace (currently self-employed) or at public places. Bars
aren’t what they are cracked up to be. Clubs are worse. Has used OKCupid and Match.com.
OKCupid was free. Match.com seemed legitimate.
3. How do you perceive online dating? How do you think others perceive it?
Necessary for people after college. Work week being what it is makes it tough to meet new
people. Thinks others perceive it as weird still.
4. What kind of relationship do you look for? Long-term or more casual? Please
explain.
Casual for now, serious in the future. Self-employed means she’s very busy most days, doesn’t
want to have to balance a long-term boyfriend with her work schedule currently. Would like to in
the future when she’s more stable.
5. Do you think you could look for the same type of relationship using online dating
that you look for offline? Please explain.
No. Has encountered lots of different guys on different dating platforms. Feels like none take it
seriously. Has trouble connecting with people over text or online message. Few meet-ups she’s
had have been awkward and disappointing.
6. How much would you be willing to pay for an online service provider to help you
find people you’d be compatible with?
Less than $20 currently. Maybe more in the future but hopes she won’t have to. Understands that
she’s going to spend money to meet people even offline.
7. What online dating service providers have you heard of? Tinder counts.
Tinder, Match.com, OKCupid, eHarmony, BlackPeopleMeet.com, Zoosk, JDate.
8. Of the service providers you listed, which do you find the most and least appealing?
Please explain.
Doesn’t really like any. eHarmony most appealing because people take it seriously. Tinder least
appealing: thinks people treat it as a game and don’t take each other seriously.
9. What do you know about eHarmony off the top of your head?
Knows an older couple who met on it. Marriage stressed. Kind of pricey but good at what they
do.
10. Have you ever used eHarmony?
No.
11. What would make you use eHarmony as an online dating platform over other
providers?
The seriousness of the relationships that come from it. Feels people would take her seriously
instead of treating the situation as a game.

85
12. eHarmony’s largest customer segment is currently 18-24 year olds; does the amount
of people your age surprise you considering eHarmony is known for long term
relationships/marriages? Please explain.
Yes. Didn’t think that many people younger than her would be willing to create profiles and pay
money to meet new people. Wonders how seriously they take the service.
13. How much control over who you talk to using an online dating service do you think
you should have?
Most. Wants the interaction to be “natural” despite being online. Feels having people sorted for
her takes away from that.
14. What recommendations would you personally pose to an online dating service in
order to appeal to more people?
Meet people faster. Feels pressure after having paid for a service and talked to guys for weeks
before meeting up. Faster meeting removes some pressure. Probably have it cost less.
Daniela D’Addazio
Interview 1: Female age 22
1. Have you ever used online dating sites before? If so, which one(s)? If not, would you
ever? Why or why not?
Yes, only OKCupid. I have been mostly single my entire life and wanted to see if I could
meet new people on OKCupid since it’s free. “What do I have to lose?”
2. Have you heard of, have you used, or are you familiar with eHarmony? If so, what
is your opinion of it compared to other similar sites?
Heard of eHarmony but never used it. Seems more serious than OKCupid. Not really
familiar in detail with eHarmony.
3. What other online dating sites are you familiar with or have heard of?
Tinder, Beautifulpeople.com, Match.com, Zoosk
4. How would you like your love life to be different than it currently is?
I’m happy being single and I’m working on my career but I would love to find my soul
mate eventually.
5. In general, are you more interested in casual dating or finding a serious relationship
and how are you currently proactive in seeking that, if at all? (I.e. what methods do
you use in dating? Meeting people at bars, dating coworkers, dating classmates,
friends of friends, blind dates, etc…?)
I usually meet people at school or work or just talking to people when I go to the mall.
I’m not ready to get married but I like more committed relationships. I’m not going to
just fool around.
6. How do you think online dating could benefit your love life and/or makes it easier
for you to connect with people?
On OKCupid, I met a few really cool people that I have become friends with so it does
work to connect with people. I think online dating is just another way to meet people. It’s

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not like it is more likely that you will find your soulmate on a dating site than in real life.
It just adds one more way to meet guys and talk and see if you are interested.
7. How would you say society views online dating? Is there a certain stigma, positive or
negative?
Younger people think its normal, not bad. Older generations think its weird and like
you’re desperate. I don’t think it is negative. I think it shows that you are serious about
finding someone.
8. If you never used online dating, what would it take for you to consider using it?
N/A
9. If you have used online dating before, what would it take for you to consider using
eHarmony?
I think eHarmony seems great. I just don’t think I would want to pay every month or
whatever to have an online dating profile when I could use OKCupid or Tinder for free
and still meet people.
10. How would you feel if eHarmony added a feature more geared toward casual dating
rather than finding a long-term partner? How would this affect your perception of
the brand/site?
I like that eHarmony is “serious”. I don’t think it should make itself sleazier but it is true
that a lot of younger people, especially guys, are only looking for hook up and all that.
Maybe like a separate feature where all the people looking for that are filtered into a
separate pool of people and not affecting the more serious people that are looking for
marriage and long term stuff.
1. Have you ever used online dating sites before? If so, which one(s)? If not, would you
ever? Why or why not?
Right now I’m on Tinder. I’ve used other dating sites when I was a teenager just as a joke
to see if girls would be interested.
2. Have you heard of, have you used, or are you familiar with eHarmony? If so, what
is your opinion of it compared to other similar sites?
Yes I’ve heard of it. I think it is more for people that are desperate and want a serious
relationship.
3. What other online dating sites are you familiar with or have heard of?
Match.com, Christian Mingle, OKCupid, the one for Farmers Only, the one for black
people
4. How would you like your love life to be different than it currently is?
I’m fine dating different people. I would get a girlfriend if I found somebody that I really
liked and if I thought they were worth it, but I’m not in a rush. I want to have fun for a
couple years.

MKTG Research eHarmony Final

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