Match.com to Launch Personality Testing

An article on NewMediaAge mentions the fact that Match.com has rolled out personality testing (think eHarmony). It is a 30 minute test with 56 questions of different types. The article says 88% of members are completing the test. That is a high percentage but, when I logged on to both uk.Match.com and Match.com I couldn't find the personality test anywhere. Maybe it is only for new member signups, I'll have to try that next. I have a feeling this feature is not for North America though, since Match.com's sister site Chemistry is all about the personality test. Why would they want to compete directly with each other.

The short article quotes Match.com International MD Jason Stockwood. He says that it is the biggest innovation in five years. With eHarmony having launched a UK dating site this year, maybe Match is feeling the pinch and wants to fight back. I just wonder why they don't launch a international version of Chemistry. I think they may have added the personality test into Match.com instead of creating an international version of Chemistry due to all of Match.com worldwide partner programs.

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