Match Makers: Research Explores the Elements of Successful Dating Apps
Rajiv Mukherjee looks at the science behind matching services — for love and business.
Like any good researcher, Rajiv Mukherjee approached looking for love with an analytical mind. He’d explored dating apps — unsuccessfully — and eventually met his now-wife through a chance meeting in New York. Thinking about others still trying to find their match on online platforms, he became fascinated with the “search problem.” “I decided to understand why these platforms make certain design choices. I was interested from an academic perspective,” he says.
An assistant professor in Mays Business School’s Department of Information and Operations Management, Mukherjee realized while online platforms like Tinder and eHarmony offer access to a larger pool of prospective matches, they also pose major risks of catfishing or user disappointment after matches turn out different than their online profiles. “These online platforms give you access to more potential matches, but over time, another big problem crept in, and that is authentication,” Mukherjee says. His study looks into how these platforms decide to invest in authentication technology — the process of verifying user identities and credentials to ensure users are who they claim to be — and counseling services, which utilize sophisticated algorithms and questionnaires to assess compatibility and guide users toward better matches to improve the user experience.
Key findings from Mukherjee’s research, conducted along with co-researchers Amit Basu and Sreekumar Bhaskaran from SMU’s Cox School of Business, indicate the success of counseling and authentication services is dependent on the quality of the user base. Platforms with a broad set of users benefit greatly from strong authentication methods that generate a sense of security and confidence. Those with advanced counseling capabilities, on the other hand, may favor compatibility over authenticity. “If the counseling service is not very good, there’s no point in offering it,” Mukherjee affirms. “Bad advice is worse than no advice at all.”
Love and Business
The impacts of Mukherjee’s study go beyond dating. These insights can assist businesses in implementing successful processes for matching of their own, such as how they match suppliers and manufacturers. The dynamics of bilateral matching marketplaces, in which both sides desire an equally beneficial relationship, mimic the challenges of online dating. Companies have similar difficulties in establishing compatibility and credibility in their partnerships.
Despite technological developments, Mukherjee points out the quandary for these platforms is that their success leads to an adverse outcome: losing customers. “In order for platforms to make money, there is a perverse incentive where people should need to resubscribe,” he says. This profit-driven model may lead to a disregard for user satisfaction, jeopardizing the platform’s long-term viability. However, platforms such as Bumble have effectively differentiated themselves by ensuring user safety first and fostering a more inclusive environment, particularly for women.
Building User Trust and Commitment
The study stresses the significance of finding a balance between user safety, compatibility, and search efficiency. As the digital landscape evolves, Mukherjee’s observations serve as a timely reminder for dating platforms and businesses to concentrate on user experience. By investing in authentication and counseling services, these platforms can build user trust and contentment, assuring their continued relevance in a highly competitive industry.
For those navigating the realm of online dating or business connections, Mukherjee urges careful platform selections based on their particular goals and preferences. “Choose the platform correctly and have your expectations set right,” he says. “Understanding the unique attributes of each platform can greatly improve the chances of finding a good match.”
And, he adds, “Take your experiences in the dating world to the business world later because the matching continues on.”
Featured Researcher
Rajiv Mukherjee
Assistant Professor Department of Information and Operations Management