barsha saikia
Understanding Social Behaviour in
a virtual set up- Tinder
Intro
The objective is to arrive at and study measurable parameters and scenarios in the virtual world to accurately predict the real world behavior patterns of groups and individuals, in the context of their geographies and demographics.
Keywords
BEHAVIOR STUDY
SIMULATION DESIGN
CONCEPT DESIGN
EXPLORATORY RESEARCH
BRIEF
​
Select any Virtual Social Platform and study the behavior exhibited in it and come up with either of the following:
1. Future directions of the chosen area
2. Incremental design changes
3. New Business Propositions
4. Or addressing an anti social behavior through the chosen area.
MY CONTRIBUTION
​
As a part of a group of two, I was part responsible for the research interviews, synthesising and making meaning out of the data.
I was also part of executing the process of compilation, deriving appropriate insights and work on the intangible aspects.
MY LEARNINGS
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The learnings of this project were not limited to tangible elements, it mostly dealt with strengthening the process of doing a project, understanding the drivers behind human decision making and use of new tools like autoethnography and netnography to execute the project better.
Process
Tinder
SECONDARY RESEARCH
To get the basic understanding of the Brand-
What it stands for, Who is it for, Why does it work, How does it work, Where is it working the best
To understand the Brand first hand-
Techniques Used:
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Autonetnography
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Netnography
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Qualitative interviews
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Metaphor Elicitation
PRIMARY RESEARCH
MAPPING DRIVERS
Human beings are driven by both Extrinsic and Intrinsic drivers, by understanding the primary and secondary research learnings, the drivers are mapped
To make meaning out of the heap of information.
Tools Used:
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User Journey Mapping
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Hypothesis making
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Problem Statement formation
PROBLEM
FINDING
Numerate Iterations to get the most appropriate solution for the problem
CONCEPT
ANALYSIS
After Analysis, different Problem Statements formed for Validation
IDEATION
Detailing out and finalising the appropriate solution.
Secondary Research
18-24 yrs
Average Age
of Tinder User
50 million
Active Users
Number
Of Matches
Occurring Daily
850 million
Right Swipes
2
million
Primary Research
Tools used
1.NETNOGRAPHY
2. AUTONETNOGRAPHY
3.INTERVIEWS
NETNOGRAPHY
Netnography is an online research method originating in ethnography which is applied to understanding social interaction in contemporary digital communications contexts.
​
The aim is to study social insights from the most active participants who are starting a conversation about Tinder and forming an online user base community around Tinder on social media sites.
​
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Here, the Platforms studied are :
Quora
AUTONETNOGRAPHY
Autonetnography is a research technique specially designed to analyse online behaviour. In this technique, the researcher imbibes in the role of the user completely and expresses his/her opinions and feelings to understand the online behaviour better.
​
Both me and my Team-mate Saurabh signed up to Tinder to get the first hand experience of the app. Here are some of the inferences from the experience:
​
I was picking pictures to put as my profile picture which would put me in the best light possible
I was selecting people who had some of the best display pictures, and decent bio.
I was constantly looking at my profile to see if I got any new matches and any new messages.
I was constantly looking at my own pictures to estimate what people would feel when looking at them.
In my head, I wasn’t flirting but a sense of post rationalisation was constantly happening.
​
AUTONETNOGRAPHY FINDINGS
Mapping Drivers
Analysis
Tools used
1. METAPHOR ELICITATION
2. CATCH- PHRASES MAPPING
Metaphor elicitation
Catch phrase mapping
Insights
Problems Identified
PERCEPTION
​
The Perception Of Tinder in India in most of its customers minds is that of a hook-up only Platform, which gives it an unwanted and weak image.
GAMIFIED
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The Way the platform has been built and designed, makes it more like a game than actually selecting a human being.
Anonymity​
Because anyone and everyone can easily make a Tinder profile, the safety factor rises in Tinder.
Opportunity Mapping
Introduce some regulating features in a new dating platform that helps in focused curation of the users with specific intent of
finding real dates and building meaningful relationships.”
Proposed model for new
business platform
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Meet The Team
Saurabh Singh
