There are sites catering for most age and income brackets and a plethora of ethnic and religious groups, not to mention a constant stream of new and innovative takes on the dating site format. According to businessman Justin Mc Leod “everyone recognizes that the traditional dating model is broken”, and it is this belief that has prompted many hopeful entrepreneurs to throw their hat into the online dating ring. alone, the prospect of choosing between them can seem as overwhelming as finding “the one” amongst the approximately 41 million Americans who have tried online dating.While dating behemoth Tinder goes from strength to strength with its ruthlessly aesthetic swiping system, many dating site users have grown weary of sifting through endless dubious candidates for any potential diamonds in the rough.Christian Rudder, founder of Ok Cupid is unashamed to admit that running a dating site requires an element of trial and error, and that in the development stage “most ideas are bad”.Questions about the validity of website analysis, text analytics and sentiment analysis coupled with researchers' struggle to make sense of all of this unstructured data has led to the use and misuse of a wide array of tools.Others have covered the conversation already (see Jeffrey Henning's blog post: Social Media Research is Not the Same as Verbatim Coding), but I recall not that long ago debating the merits of online data collection and who was actually online anyway.
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Last week our client, Match.com, put out a press release citing some of our research about how the world of dating has changed over time (read more in the Washington Post) .
In short, where there was once a stigma associated with the practice of online dating, that is no longer the case and it is an equally (if not more) viable way of meeting a mate than traditional methods. traditional methods in market research is one that has been burning up the market research related twitter conversation (#mr), blog posts, and conferences for ages but the increasing need to understand web conversations has brought it back to the forefront.