EHarmony Signup Faster

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Did we enjoy the Oscar’s last night? I only saw two of the movies, but I guessed right on eight of the categories. Loved the iPhone and Wii product placements.

The eHarmony PR machine wrote into mention an article about eHarmony Labs that ran on ABC News. Its the usual story, lots of marriages and 100,000 babies with a bit about watching body language in the eHarmony Labs.

What caught my eye was this:

EHarmony uses a mathematical algorithm that picks partners based on a 258-question personality test that asks things like, “Do you have a messy room?” or “Do you get angry easily?”

What happened to 436 questions? For years, this has been the bane of the popular dating site’s existence. Few enjoy the chance to spend and hour filling out a form, but for some reason, eHarmony convinced enough people that this was necessary in order to get the best matches.

Obviously, they finally heard enough about the length of the signup process and decided to do something about it. I wonder if the new svelte 258-question signup process gleans the same amount of information than the old 436-question behemoth?

I stumbled across the eHarmony “making of” TV ads. This will either make you feel warm and cuddly (if you’re dating or married) or grumble and reach for the credit card. Eharmony is like a tractor beam towards love for some people.