Tinder

Exploring growth opportunities through the student audience

Background: As Tinder looked to increase its focus on students, the match group team looked to carry out research that would feed into the development of a new feature, ‘Tinder U’ (subsequently launched).

Objective: Understand the world of love and relationships for students at college - their motivations, needs, behaviors and most interestingly, the tensions they face. Identify opportunities for Tinder to tap into this space through a new product.

Outcome: A comprehensive portrayal of dating at college, identifying the opportunities for dating apps to play a role in their world and how the needs differ from that of a Millennial audience. Recommendation included guidance on app optimization, marketing strategy, and segmentation.

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