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“That data lets us optimize the site and the process for a number of variables,” Langston says.
Online dating service e Harmony has been banned from claiming it uses a "scientifically proven matching system".
Therefore, neither study provided insight into the likelihood of the website finding users lasting love compared to users who did not use the service.
Managing director at eharmony UK Romain Bertrand said: “eharmony was conceived on the premise that science and research could be harnessed to help people find love.
Perhaps most interesting is what the dating site does with the data.
The site collects demographic data (age, gender, location), psychographic data (likes, interests and habits), and behavioral data (actions taken on the site).
The website submitted a granted patent for their algorithm to the ASA and also provided a copy of two published studies which it claimed reported higher levels of marital satisfaction for couples who met through e Harmony than any other offline or online source.
"Although we respectfully disagree with the ASA’s findings, we are happy to work with them to assure that our advertising is as clear as possible.
That hard-to-imagine prospect was e Harmony’s reality when it first launched 16 years ago.
Users created a dating profile, filled out a 450-item questionnaire, and reviewed matches without the ability to see any other users’ pictures.
Over the years, the site has added photos and made its clunky interface easier to navigate.
That, however, hasn’t stopped free mobile apps like Tinder and Bumble from stealing users away from the dating site stalwart.