These Gillette Dating Statistics Take Advantage of Tinder's Big Data
Amelia Roblin — March 12, 2015 — Marketing
References: adage & fastcompany
Gillette dating research was conducted in order better market shaving products to the college crowd. Interestingly, conventional means of doing market research and promoting the findings were not carried out, for the international razor brand made use of a hookup app and YouTube instead.
Indeed––working with Tinder, Gillette spoke to university-age girls about what they find physically attractive in men, and the majority were not drawn to facial hair. To test this by a method of social science, the company gathered statistics about each swipe that the women would make, scouring the profiles of 100,000 random guys on Tinder. They analyzed beards, stubble and clean-shaven faces and studied their matches and rejections. The Gillette dating research demonstrated that 74% of right swipes went to well-groomed guys, certainly making blades, trimmers and shaving cream all the more appealing to young men.
Indeed––working with Tinder, Gillette spoke to university-age girls about what they find physically attractive in men, and the majority were not drawn to facial hair. To test this by a method of social science, the company gathered statistics about each swipe that the women would make, scouring the profiles of 100,000 random guys on Tinder. They analyzed beards, stubble and clean-shaven faces and studied their matches and rejections. The Gillette dating research demonstrated that 74% of right swipes went to well-groomed guys, certainly making blades, trimmers and shaving cream all the more appealing to young men.
Trend Themes
1. Big Data Analysis - By conducting research and analyzing big data from platforms like Tinder, companies like Gillette can gain valuable insights for targeted marketing.
2. Disruptive Market Research Methods - Instead of traditional market research approaches, companies are utilizing unconventional methods like partnering with hookup apps and social media platforms to gather data and understand consumer preferences.
3. Youth Preferences in Grooming - The Gillette dating research highlights the importance of understanding the grooming preferences of university-age girls, indicating a potential market opportunity for grooming products that appeal to this demographic.
Industry Implications
1. Consumer Goods - Consumer goods industries, such as shaving products and grooming tools, can benefit from implementing the findings of the Gillette dating research to target their marketing strategies.
2. Market Research - The use of unconventional methods like hookup apps and social media platforms in market research can revolutionize how companies gather consumer insights and make data-driven decisions.
3. Online Platforms - Online platforms like Tinder present opportunities for collaboration and data analysis, allowing companies to leverage the vast amount of user-generated data for market research and product development.
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