Brand Research on Dating Apps
Need
With the dating app space becoming increasingly cluttered, a leading relationship-focused platform partnered with Blue Caterpillars to explore what draws users toward or away from serious, intention-led dating apps. The goal was to assess its value proposition across Indian and global markets and understand how it stacks up against casual dating competitors.
Approach
We conducted guided app-browsing sessions and in-depth interviews with 82 participants across India, the US, UK, UAE, Australia, and Canada. The sample included both brand and competitor users from those seeking deep connections to multitaskers exploring multiple apps allowing us to uncover both behavioral patterns and emotional undercurrents.
Outcome
We discovered that, while users across markets crave meaningful connections, many feel exhausted by the superficial nature of swiping with trust issues, mismatched intentions, and safety concerns holding them back.
We have also found that expectations vary by region India seeks culturally attuned connections, the US values intellect-based filters, UAE prioritizes privacy, and Canada looks for better gender balance.
Yet, emotional compatibility, safety, and authenticity remain common gaps everywhere.
Hence, Blue Caterpillars guided the brand to craft a more emotionally engaging and culturally rooted dating experience one that truly goes beyond the swipe.
