Understanding the Canadian Dating Landscape

Challenge

Understanding Canadian Gen Z singles to help develop an impactful go-to-market strategy that drives brand engagement, retention, and growth.

Our client, a dating app, needed to understand Canadian Gen Z singles to develop an impactful go-to-market strategy that would drive brand engagement, retention, and growth. The goal was to contextualize Gen Z’s relationships with and approaches to dating within the Canadian landscape.

Approach

Our research methodology combined 60-minute in-depth interviews with 90-minute triads, allowing us to explore the nuances of Canadian dating culture. We leveraged previous work on US-based Gen Z singles to focus on relevant regional differences. Our conversations delved into drivers, barriers, and gaps in dating apps, paying special attention to Canadian-specific factors such as the increased likelihood of living with parents due to rent prices and other cultural elements. This approach allowed us to paint a comprehensive picture of the Canadian Gen Z dating landscape.

Outcome

Our research yielded valuable insights into how Gen Z Canadians connect with others, both in-person and digitally, specifically in the context of dating and relationships. We uncovered key differences between Canadian and US dating behaviors, providing our client with a nuanced understanding of their target market. The quick-turn, topline report we delivered empowered our client to “own the pen,” allowing them to confidently implement newfound insights into their go-to-market strategy. By providing actionable guardrails and guidelines, we equipped our client with the tools needed to tailor their approach to the unique needs and preferences of Canadian Gen Z singles.