According to Adrants, Alloy Media + Marketing has released a study that found adults age 18-30 place far more emphasis on a brand’s social responsibility than its use of celebrity endorsers. This on the heels of a year filled with dating sites touting celebrity endorsements and star psychologists, but to what degree of success? Where is the social responsibility in the online dating market?
Research consulting firm iResearch valued the China online dating market at 37 million yuan (US$4.5 million) for 2004 and 91 million yuan (US$11.2 million) for 2005, and predicts it will grow to 653 million yuan (US$80.5 million) in 2008. (China Daily)
Match.com CFO Lisbeth R. McNabb joins Board of Directors at Nexstar Broadcasting. (TMC Net)
Match is doing the first live tv ad in the UK. The ads will be pre-scripted and will also air after a delay of about 10 minutes so that the BACC can review them. Despite the slight delay, ITV classifies the ads as live. (Media Life)
Ford did live ads last year in London, and ‘The Tub’ had them as well. (The Guardian.)
We’ve had them for years, from Saturday Night Live to the live advertising on US television in the 1950′s. (Mark Cuban’s blog)
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Hmmm…online daters put more emphasis on “social responsibility” than “celebrity endorsements”? I would love to evaluate this study in all its detail to see what the researchers mean by “social responsibility.”
Moreover, surveys are actually quite difficult to conduct well. Traditional statistics and calculating percentages often fail at getting at the real issues. One needs Item Response Theory (IRT) mathematics to tease out the difference between “what people say” and “what people actually do.” In fact, it may be that people in the study said that they emphasized “social responsibility” over “celebrity endorsements,” but actual behavior patterns as analyzed by IRT may show different.
I would not recommend that any dating site (or individual) put any credence in any studies like this without having an expert in tests and measurements review the methodology and statistics. I’ve always lead the cause in this industry for standards when it came to analytics and testing — and standards should apply to market research as well.
James Houran, Ph.D.
Research Psychologist
Online Dating Magazine