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E Harmony’s research team also conducts research on couples who met through the site.

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E Harmony’s in-house psychologists and data scientists feed that information into machine learning algorithms that help match compatible users.“That data lets us optimize the site and the process for a number of variables,” Langston says.

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Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first b branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campan hyping Bud Lht’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?With a completion rate of 80%, the site charges members monty subscriptions that cost up to $59.95.

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Unlike the location-based dating apps, e Harmony's matches are determined by a slimmed-down version of its orinal questionnaire—it now features 150 questions.

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