Delve: Romancing the User: Three Business Lessons from Digital Daters

Published: 13 January 2020

New research from Prof Jui Ramaprasad explores how gender, comfort, and impulsivity are key for that perfect chemistry.

As the $143-million matchmaking industry moves onto people’s smartphones, companies have gamified the entire system. In the process, digital dating organizations have made it easier to meet new people, encouraged users out of their comfort zones, and often helped people confront their own notions of gender norms. Discover why digital dating sites have such chemistry with their user base and what lessons businesses can apply more broadly.

This article is brought to you by Delve, the official thought leadership publication of McGill University's Desautels Faculty of Management.

Delve - Thought leadership from McGill University’s Desautels Faculty of Management

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Founded in 2019, Delve is the official thought leadership publication of McGill University’s Desautels Faculty of Management. Under the direction of Professor Saku Mantere, inaugural Editor-in-Chief, Delve features the latest in management thinking that stretches perspectives, sparks new ideas, and brings clarity to decision-makers at all levels and across sectors.

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