The Challenge

 

Hinge aimed to gain a deep understanding of Gen Z's attitudes towards dating, their broader mindset, and what drives them. The goal was to inform Hinge's strategy for connecting with this crucial demographic and develop products and communications that resonate with their unique perspectives on relationships and technology.​​​

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​​​Our Immersive Approach

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We carefully selected 16 participants from dozens of applicants for a 6-month panel study. The process focused on finding diverse, articulate, and engaged Gen Z individuals aged 18-24 from major US and UK cities. We ensured a mix of gender identities, relationship statuses, and dating app usage to provide a comprehensive view of the Gen Z dating landscape.

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• Monthly focus groups: We explored various topics such as digital body language, online information consumption, and relationship expectations.

• Creative pre-tasks: Participants completed homework assignments designed to spark creative thinking about upcoming discussion topics.

• Fortnightly diary studies: Online polls captured continuous insights into evolving attitudes and recent dating experiences.

• In-depth interviews: Individual conversations delved deeper into personal experiences and perspectives.

• Longitudinal tracking: We monitored attitudes towards dating and personal experiences over the 6-month period, witnessing their journeys firsthand.

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The Result​

 

Through a genuine connection with an engaged audience, we provided Hinge with a nuanced understanding of the Gen Z dating mindset. Our research informed potential improvements to Hinge's in-app communication features, marketing strategies, and overall brand positioning. We identified ways to make the platform more relevant and appealing to Gen Z, ensuring that Hinge could better meet the needs and preferences of this crucial demographic. The insights gained from this study not only informed immediate product developments but also helped Hinge anticipate future trends and needs in the ever-evolving world of online dating for Gen Z.