Personality profiling has taken center stage, becoming a primary differentiator between onlie dating sites. Match.com has decided to throw their hat into personality profiling ring to attempt to catch up to industry leader Yahoo Personals. Again. I thought Match had a good thing going when they did a deal with WeAttract to provide personality tests on Match.com two years ago. That deal went sour and WeAttract licensed their testing system to Yahoo, which integrated profile answers into the search process, something Match never got around to accomplishing, which greatly increased the granularity of the Yahoo search process, as opposed to the usual geo-targeting/age/height search on Match.com.
From the press release:
Match.com, Inc., the world’s leading dating and relationship company, today announced the beta launch of Chemistry.com, the first site to recognize that chemistry is essential to a successful, enduring relationship. Chemistry.com was built from the ground up using a fundamentally different approach, including: — The Chemistry Profile(TM) personality assessment, which identifies the key factors that lead to truly successful relationships; — An advanced matching and introduction process that gets members into the real world – meeting more of the right people — faster; and — A patent-pending system that gives members the opportunity to provide feedback along the way.
Chemistry.com is now available in the Denver, San Diego, Seattle and Washington, D.C., metropolitan areas, with plans for a national roll-out in early 2006.
I spend 30 minutes filling out my Chemistry.com profile, fibbing with a Denver zip code so I could sign up.
More later when I see what Member feedback, 1-2-3-Meet(TM) and the rest of the site features compare to competitors like Eharmony, PerfectMatch and True.com.
In the meantime, here’s my Flickr photoset of some of the personality test screens.
[tags: chemistry.com, match.com, personality assessment]
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chemistry.com
{ 3 comments… read them below or add one }
Most probably they had understood/realized they CANNOT increase the conversion rate any more at the USA site, so they decided to launch a new/premium site for clients (all-paying-members).
The personality assessment core seems to be an adapted DISC model Dominance, Influence, Steadiness and Compliance.
You could see more info about DISC at
http://www.discprofile.com/whatisdisc.htm
Nonetheless it would be more valuable to clearly explain to their future clients:
-How the method exactly works.
-The difference between “compatibility” and “chemistry”.
-The whitepapers / scientific publications that could substantiate that “based on years of research into human attraction and successful relationships” is not only a decorative sentence.
Kindest Regards,
Fernando Ardenghi.
Buenos Aires.
Argentina.
ardenghifer@gmail.com
I’m not a big fan of these personality profiles, have these been successful for anyone, really providing more useful search results for you or anyone, something that’s like….wow, great results, these people are more ideal than just searching through the pages of any site by hand, without a magical pre-requisite form! ????
Anyone?
This concept might be interesting if they actually used it as promised. You will find that most of your “matches” have never even taken the survey and are not Chemistry.com members. They simply match your age and location against their existing members in Match.com and send you their profiles.