eHarmony

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eHarmony.com

Type	Private
Founded	2000, Pasadena, California
Headquarters	Pasadena, California
Website	eharmony.com

eHarmony is an online relationship website. eHarmony matches men and women with singles of the opposite sex, taking into consideration what the founder, Dr. Neil Clark Warren, considers key dimensions of personality. In addition to singles matching, eHarmony operates eHarmony Labs, a relationship research facility, and publishes eHarmony Advice, a growing relationship advice site. eHarmony, which was launched on August 22, 2000, is based in Pasadena, CA and has operations in the U.S., Australia, Canada and the U.K. The company is privately-held, with investors that include Technology Crossover Ventures, Sequoia Capital and Fayez Sarofim & Co.

Contents 1 History 2 Methodology 3 Current board of directors 4 Current executives 5 Criticism 6 See Also 7 References and footnotes 8 External links

[edit] History

eHarmony was founded by Neil Clark Warren, a psychologist and author of successful relationship advice books.^[1] In the late 1990s, after more than 35 years of work as a clinical psychologist and marriage counselor, Warren decided to test his evolving theory that certain characteristics can predict compatibility, and lead to more satisfying relationships. After three years of research, working in collaboration with Dr. Galen Buckwalter, Warren developed a model of compatibility that is now the basis of the company’s matching system.^[2]

The service was financed with a $3.0 million investment from Fayez Sarofim & Co. and individual investors.^[3] In 2004 eHarmony received the fourth largest venture capital infusion of that year from Sequoia Capital and Technology Crossover Ventures.^[4]

eHarmony launched its matching service for singles in 2000.^[5] Since then, the company has had about 20 million members.^[6] As of 2008, about 15,000 people take the eHarmony questionnaire each day.^[7] After finding a match on eHarmony, Harris Interactive reports that an average of 236 eHarmony members marry every day.^[8]

Despite a common misconception, eHarmony is a single word and not two separate words.^[9]

[edit] Methodology

Compatibility is the core tenet at eHarmony, as indicated by most people who have used the site. As CEO Greg Waldorf explained, “It's not about matching people who like certain hobbies ... it's about compatibility. You go on to the site and tell us about you, rather than about what you want."^[6]

Early on, eHarmony’s scientific approach to a deeply personal and emotional process^[10] differentiated its matching service. While competitive dating sites require users to browse photos and profiles, new eHarmony members complete a questionnaire that determines characteristics, beliefs, values, emotional health and skills. Matching algorithms – the basis of the matching system Warren and Buckwalter developed, which the company believes matches people's core traits and values to replicate the traits of happy couples – use these answers to match members with compatible users.^[11]

Besides values and personality traits, the questionnaire, which takes about an hour to complete,^[10] allows members to tailor their matches based on a handful of parameters, including geographical distance, desire or presence of existing children from prior relationships, and religion as well as habits such as drinking and smoking.

Although eHarmony is less than 10 years old, eHarmony has begun to track its success stories. While eHarmony's research methods and its models for compatibility matching have not been submitted to any peer-reviewed journals for evaluation and publication, in 2004, eHarmony's research director, Dr. Steve Carter presented a paper at the 16th Annual American Psychological Society (APS) meeting. In the paper presented, Carter compared eHarmony couples married for more than five years with a control group, using the Dyadic Adjustment Scale(DAS), a measure of couple satisfaction. The results showed that "over 90% of eHarmony couples had marriage quality scores which were above average when compared to couples who had begun their relationships elsewhere. eHarmony couples were more than twice as likely to be in highly successful marriages than non-eHarmony couples... Not only are eHarmony couples 35% more likely than other married couples to report that they enjoy spending time together, but we found they are nearly twice as likely to report that their marriages are "extremely happy" or better versus other recently married couples."^[12]

Research remains central at eHarmony as the Company rolls out its matching service to different markets. eHarmony analysis shows that across cultures couples value very different things, differences that the company has accounted for in the matches it provides members in different countries. In the U.S., for example, couples put more focus on the interpersonal facets of their relationships, reporting that they laugh together, exchange ideas, kiss, and confide in each other more often.^[10] In Australia, couples report highest overall happiness with their marriages. Australians are also less concerned about how often their spouses shows affection. Married people in the U.K., on the other hand, are more satisfied with how they share household chores and how much time they spend together.^[11]

[edit] Current board of directors

• Neil Clark Warren, Founder of eHarmony
• Greg Forgatch, Founder of eHarmony
• Sameer Gandhi, Partner at Accel Partners
• Pete Hart, Chairman of the Board of SVB Financial Corp. and Silicon Valley Bank
• Jay Hoag, General Partner at Technology Crossover Ventures
• Jaynie Studenmund, Director of Orbitz Worldwide
• Greg Waldorf, Founding Investor

[edit] Current executives

• Greg Waldorf, Founding Investor and CEO
• Greg Steiner, President and COO

[edit] Criticism

eHarmony does not match gay individuals, which led to criticism.^[13] Warren explained that he had done extensive research on heterosexual marriage but does not know enough about homosexual relationships to do same-sex match-making which "calls for some very careful thinking. Very careful research."^[13] He also noted that eHarmony promotes heterosexual marriage, adding that same-sex marriage is illegal in most states, "We don't really want to participate in something that's illegal."^[13] In a discussion regarding eHarmony's lack of services to gay individuals, Warren, a practicing evangelical Christian, is reported as having said, "Where Focus on the Family and a lot of these other places come from is that there are six places in the Bible that say homosexuality is wrong." But then he continued: "On the other hand, in the Old Testament if you work on the Sabbath day and you're guilty then you should be shot."^[14] eHarmony's lack of same-sex matching options has prompted lawsuits claiming that eHarmony has violated laws prohibiting discrimination on the basis of sexual orientation.^[15] A California case was dismissed, but as part of the settlement of a New Jersey case, eHarmony launched a partner website called Compatible Partners providing same-sex match-making "for serious couples"^[16][17] Theodore B. Olson, an attorney for eHarmony, said that even though the company believed the complaint was "an unfair characterization of our business," it chose to settle because of the unpredictable nature of litigation.^[18] Some complain that the procedure to unsubscribe from the service is unfair or misleading. There have been reports of credit cards continuing to be charged following subscription expiry.^[19]

Various problems relating to the matching mechanism have been expressed, including the inability to filter matches by user-defined criteria, the fact that the matches are entirely generated by eHarmony, and not by browsing and choosing on the part of the user, and the inability to discern if a given match is an active, paying user.

Steve Carter, PhD. also published an article in the APS Observer (The newsletter of the APS), which was criticised by APS readers as an advertisement for the service, without any scientific merit. Other readers pointed out that eHarmony has never published data on how many of their matches do not result in satisfactory marriages, which makes it difficult to evaluate the service's relative value.

Another criticism is that the site does not adequately inform potential customers that they may not be eligible for the service. After answering a 258 question profile, which takes around one hour to complete, some would-be customers are rejected without explanation. The site states that one in five people are not suitable for the service. However, this is not stated until after they have completed the questionnaire. Known reasons for rejection are because the user is already married, is younger than 60 and has been married more than four times, is under the minimum age of 21, provides inconsistent answers in the profile or fails its "dysthymia scale."^[20]

eHarmony has also been criticized for not publishing their customer support phone number on their website.^[19]

On November 18, 2009, in response to eight complaints, the Advertising Standards Authority requested that a UK television ad for eHarmony be amended for two reasons. Firstly, the ad used a statistic generated from results of an online survey of 7,000 people, carried out in 2007, which seemed to show that 2% of Americans who married in that year met on eHarmony. The ASA acknowledged that the evidence appeared to back up that statistic^[21], but they ruled that the ad implied a definitive figure of marriages between people who met via eHarmony in the past year, rather than an estimate based on an online survey in 2007. Secondly, the ASA ruled that the ad did not make clear that in 20% of cases it was unable to find a match for people who registered^[22]. Therefore, the ASA asked eHarmony to clarify these two points in their advertising.

In response to the ruling, Sean Cornwell, VP International Markets at eHarmony, said: “We believe the TV ads accurately portrayed the eHarmony service, but we respect the ASA’s request for more detail. We are amending the ads to indicate that eHarmony does have some eligibility requirements for users and to clarify that the claim that an average of 236 eHarmony users married each day in America is based on a study conducted by Harris Interactive for eHarmony in 2007. The ASA did not disagree with the results of the research^[23].”

[edit] See Also

• List of online dating websites

[edit] References and footnotes

[edit] External links

• The official eHarmony Homepage
• eHarmony Labs Homepage
• eHarmony United Kingdom
• eHarmony Patent: U.S. Pat. No. 6,735,568
• eHarmony's Marriage Counseling Services
• Love in Tough Economic Times Wall Street Journal Report with Maria Bartiromo. Video file.
• eHarmony CEO Talks Marriage CNN's The Boardroom. Video file.
• The Wall Street Journal's Weekend Interview: The Matchmaker Wall Street Journal.
• David Kirkpatrick Fast Forward: eHarmony Does What Tech Ought to Do Fortune Magazine.
• Ditching a Successful Ad Campaign Wall Street Journal.
• Online Dating Prospers in the Recession The Economist.
• eHarmony Launches in the U.K. BBC News.
• Brits Value Sex and In-Laws Reuters.
• Matchmaking Through Science. The Times.