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That has to do with findings related to biological fitness.

When women wear makeup, they’re more likely to have a more symmetrical face.

I employ several methodological approaches that I was trained in while doing my doctorate at UCLA to understand user behavior ranging from surveys, focus groups, content analysis. I’m analyzing data related to our users’ preferences. The common thread throughout my day-to-day is that I’m trying to understand how best to improve the Tinder user experience. There were 141 variables that were analyzed over the course of those photographs. The product that we have released now is relatively applicable across markets. With Super Like, our users wanted to know, how can I stand out? We tested it for about a month in Australia before releasing it globally. One of them was Rewind: the ability to undo a swipe. Those surveys can be global or targeted toward certain geographic areas or demographic groups. I’m able to track changes over time in people’s perception of the app: Which aspects of the app they like the most. In one of our recent surveys, we found that 80% of Tinder users are seeking a relationship that is not a hookup. There are all of these negative stories in the media about Tinder being a hookup app. I can’t tell you exact numbers, but we get several thousand respondents per survey. They’re looking for something more substantial.”Yes, you need to read about what other people are doing to know if your techniques are good. One thing that people don’t realize—and why there’s a hookup stigma—is that the vast majority of our users meet up within a week. Tinder has certainly revolutionized the dating market in a way that has been incredible. Historically, people have met through family and friends.

All of these methods provide me with a different perspective of how the product should be oriented toward our users. Were they tilting their heads in a certain direction? And the passport feature, which is the ability to change your location and swipe anywhere in the world. It’s disconcerting to hear that when so many of our users are looking for something more substantial. So we obviously have substantial ability to understand variation within and between groups. We’re always reading about the latest studies that are coming out. But now given delays in marriage and childbearing generally…

But dating apps can lead to uncomfortable encounters, especially for women.

To help understand the social impact of online dating—and feed that intelligence back into its popular app—Tinder employs a sociologist named Jessica Carbino. All of those things were part of the analysis and can help you understand how people present themselves. And how might that translate back into the product?

We talked to Carbino about her job, the research she conducts, and what Tinder users can learn from science to find better matches. A company like Tinder needs a sociologist because we’re trying to understand what individuals desire and how they behave. A lot of our users tell us that they don’t understand how to present themselves and that they want to improve their profiles.

A sociological lens to understand a user’s dating history is pretty logical. So I would be able to find that approximately 72% of our users present themselves wearing very muted colors rather than a bold color.

Is that something you guys are paying attention to? “Women are less likely to respond to messages from men who are incredibly attractive. Women associate attractiveness with negative characteristics like arrogance and narcissism.”We know that when individuals are removed from interactions where they’re in the presence of others, they may act differently.Sometimes more boldly given the relative lack of social accountability. The norms regarding online dating interactions are very much still being negotiated.We don’t know what exactly the proper etiquette is yet.Women are also more likely to wear heavier makeup in their online dating profiles.The vast majority of women wear heavy makeup in their profiles and they’re more likely to be swiped right on than women who are wearing no makeup or more natural makeup.

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