PROGRAM OBJECTIVES

  1. Ground strategic recommendations for branding, marketing communications, social media, digital programs, platform roadmap, CRM and media in sound qualitative and quantitative research identifying cultural, societal and environmental impacts on the current state of Jewish dating.
     
  2. To supplement the great research already done in customer profiles, journeys, activity, demographics, and platform efficacy, we are going to explore the cultural, societal and psychographic motivations of our customers to better be able to communicate and inspire them to take action through communications and products they will love. 

 

RESEARCH GOALS

For the purposes of this research, we are not as much looking to learn that 70% of our target customer rated feature X as being very important. We are looking for evidence that the 70% of our target thought feature x was very important because of A, B, and C reasons. And that A was by far the most discussed topic with about 70 respondents over the age 45. 

  • We are looking to uncover information and insights into the consumer that will identify opportunities and barriers to both joining JDate and remaining a satisfied customer. This information will be used to inform and support forthcoming marketing and communications plans.
  • What does JDate target customer think and do in their online dating activities?  Where do they fall psychologically in their identification with their Jewish faith?
  • Are customers interested in joining? Why? Why not? For how long? What causes them to leave? What causes them to stay? 
  • Are we sufficiently different from the competition? Where are we superior and where do we fall short?
  • Is our pricing model still valid, considering emerging competition, emerging freemium / micro pay models,  and rapid category evolution?
  • Compared to our competition, Is our service/product useable? Friendly? Feature complete? Optimized for conversion? Where do the problems lie and why?
  • Are we providing them the right tools, content and brand experiences? 
  • What are the risks that pose the greatest threat to JDate?

We are looking to uncover information and insights into the consumer that will identify opportunities and barriers to both joining JDate and remaining a satisfied customer. This information will be used to inform and support forthcoming marketing and communications plans.

  • How does the Jewish community view online dating?  How has it evolved and what are you interested in – in terms community, business models, feature sets, device types, etc. What does JDate's target customer think and do in their online dating activities? 

  • Why are (or aren't) people interested in joining a Jewish focused online dating experience? Which segments of the Jewish community are more prone to choose Jewish-specific dating alternatives like a JDate – what do these people look like (demographics, psychographics, tool usage, decision influence channels, etc.); is this segment growing or shrinking and what is its current size. What are the types of things that cause them to join?  What are reasons that they leave? 

  • How is JDate aligned with this sub-segment of the community?  Do we have the right perception and reputation? Do we have the right feature set, business/pricing model, content and brand experiences. Are there ways to effectively compete outside this sub-segment – how would we do this and would it alienate the sub-segment itself?