We knew dating was and is a new concept in a country used to ‘matching’ through the institution of arranged marriage. Simply asking, even young people about a somewhat controversial and taboo topic of dating… not to mention online dating, would require sensitivity and a well-tuned cultural radar to navigate conversations. A multi-layered and confidential approach helped us understand the cultural barriers to the lifestyle currently associated with the app in India. We used anonymous online groups to create a safe and non-judgmental environment to openly talk about sex, relationships, familial expectations and personal experiences within the realms of dating.
Our work illuminated the complex world of dating and the even more complex navigation young people had to deal with if they chose to take their love life into their own hands. Choosing to online date wasn’t simply a dating convention defying choice… in many cases it was a cultural defying choice. With an impact on their love life and family life. Through our interactions and analysis we were able to propose a strong value proposition that made online dating feel worth the risk. The insights from this work contributed to the successful Start Something Epic campaign. Pretty cool, right? Cheers to changing the game and helping love thrive all over the world.
Google: Rethinking Readiness
The future of data-driven marketing is to go beyond transactions to also deliver meaning. In our latest collaboration with Google we helped them define deep consumer needs and understand what people expect of brands today.Read More
Testing Positioning in a Wild New Market
Driving differentiation and engagement in a new-to-the-world marketplace. Our client was launching a much anticipated NFT platform to bring communities and marketplaces together. Crafting a compelling market position in a hyper-fluid, decentralized category is as daunting as it sounds...Read More
Strategizing Growth for a Leading Tech Company
Illuminating key segments and their shopping journeys for a predominant food and drug company to inform communications, design, innovation, and strategy.Read More