How do you create the perfect online dating profile? There’s been a lot of advice and speculation over the years, but brace yourselves – there is now a study that shows you how to create the perfect online dating profile. That’s right – it’s science.

Scientists from Barts, the London School of Medicine and The University of North Texas have discovered the secret to the perfect online dating profile. In an analysis of 86 psychology, sociology, computer, and behavioral studies, they found answers to questions that have stumped the online dating community for years. They have come up with a list of specific guidelines – from creating the perfect profile handle to the wording of your first message.

Here are some of the highlights:

Your profile handle.

Men prefer simple to complex names, and ones that indicate the person behind the handle is attractive (i.e. “Cutie” scores well). Women however prefer smart handles, ones that show the guy put some thought into its creation (i.e. "TheUniverseisVastlikemyMind" perhaps? Just kidding...). Similarity breeds affection for both sides however – if you call yourself “HotStuff” then likely the person called “SexyTime” will find you equally appealing.

Photos.

The research suggests women should have a “genuine” smile – that is, the crinkles on the corners of your eyes should be evident. The study also suggests women wear red and tilt your head slightly in your photo. Against previous advice, the science suggests you should post a photo with other people so you are perceived to have friends, although they suggest you position yourself in the center (a place of power).

Your headline/ who you are.

Be authentic. According to the study, if someone sounds strangely impersonal or looks like they spent a lot of time crafting their description, they will be perceived as liars. You should also aim to describe yourself more than the type of partner you want (70/30 ratio). Men prefer women who are “fit” but not body builder types with loads of muscles, while women prefer men who are risk-takers and courageous, even more so than if they are kind.

Descriptions.

People look for unintentional cues as well as what’s written in your profile. This is one reason why poor grammar is a turn-off – it signifies a lack of education, also a turn-off. Also, relating a story in a humorous way is a lot more attractive to potential matches than writing a general phrase like “My friends think I’m hilarious.” In other words, illustrate what you mean, instead of just saying something is true.

Messaging.

Unlike meeting in person, people tend to disclose more personal information more quickly if they communicate online. If you don't know how to start messaging a match, a good ice breaker might be: “What did you like in my profile?” – as it gets the other person thinking about you in a positive way.  Spontaneous humor also puts people in a good mood, and makes them more receptive. Don’t play the waiting game however – most people want to move quickly to see if there’s a connection.

Here's a post-Valentine's Day reality check: happy couples may not be happy at all, just really good at deluding themselves.

Publications like Cosmo would have you believe that the secret to romantic success is seeing your partner as they truly are. And it does sound nice, but psychological research suggests it's the wrong approach. Instead, the key to a happy relationship is seeing your partner as you wish they were.

Just think about it for a second and suddenly it seems obvious: of course someone who believes their partner lives up to everything they've ever wanted is more satisfied with their relationship. How could they not be? Sure, they may be deceiving themselves, but can we say it's wrong if it works?

A study on the subject was published a few years back in the journal Psychological Science. A research team from the University at Buffalo and the University of British Columbia gathered together 200 couples who came to a courthouse in Buffalo, NY, to get marriage licenses. Then, twice a year for the next three years, the researchers questioned each person individually about themselves, their partners, and their visions of an ideal partner.

Afterwards, the answers were analyzed for certain patterns. The researchers sought out people who idealized their partners – those whose descriptions of their partner's traits matched their descriptions of their fictional perfect match (even if their partner did not self-report seeing those traits in him- or herself).

"If I see a pattern of traits that are more positive than what my partner says about themselves, that's what we mean by idealization," explains Dale Griffin, one of the study's co-authors. "That is, there is a correlation between my ideal set of traits and what I see in my partner that she does not see in herself."

Each time the researchers checked in with the couples, they also gave them a survey designed to measure relationship satisfaction. All couples reported a decline in happiness over time, but those who held positive illusions about their partners experienced significantly less of a decline.

The Psychological Science paper reports that “People in satisfying marital relationships see their own relationship as superior to other people's relationships” and that they also “see virtues in their partners that are not obvious to anyone else.” In fact, it gets even more extreme: “People in stable relationships even redefine what qualities they want in an ideal partner to match the qualities they perceive in their own partner.”

In other words, it's ok – and maybe even better – that love is a little blind.

Turns out, Valentine’s Day is not just about couples, hearts and chocolates – it’s about swiping left and right with your dating app to see who's out there. Singles are optimistic about love on this particular holiday - and are saying yes more often to potential dates.

According to popular dating app Tinder, activity from users on Valentine’s Day this year surpassed any day since its launch back in 2012 – that is, the total number of swipes, messages, and matches were at the highest count in the app’s history.

The increased activity in advance of Valentine’s Day began on February 6, leading up to the all-time high on V-Day itself. Overall usage ticked up 7 percent week-over-week from the last couple of years, resulting in a 15 percent increase over the company’s long-term trends. Message activity was up 5.2 percent week-over-week, and matches were up by 6 percent.

Vanity Fair reported that the company found a 60 percent increase in matches per user who logged in to the app on Valentine’s Day from the previous Saturday. Unfortunately, the love didn’t last – user activity was back to normal by Sunday February 15th. It seems the pressure of romance’s biggest day contributed to the app’s popularity, but fizzled out just as quickly. It is also interesting to note that more men were on the app than women on Valentine’s Day, perhaps a reflection of Match.com’s latest “Singles in America” study, where they found that men were much more likely to believe in love at first sight than women.

Critics have been quick to point out that Tinder users are primarily looking for last-minute hook-ups, which might explain the Valentine’s Day craze. The company’s founder Sean Rad however, disagrees – noting that people go to bars and clubs all the time looking for potential for hook-ups. So why choose Tinder? According to Rad, Tinder is helping people overcome the challenge of approaching a stranger to say “hi” because the app makes it less intimidating, and the sting of rejection isn’t quite so high.

“People don’t realize this, but we’re an order of magnitude bigger than any other dating app,” Rad told Vanity Fair. “You really have to ask yourself, if that’s the critique of Tinder, are you critiquing Tinder, or are you critiquing society?”

Tinder is rolling out its new premium service Tinder Plus in the U.S. in March, which will allow paying members to go back and rekindle things with someone they initially rejected, and let users browse through profiles of people in other cities. The new service has already rolled out in the U.K.

For those who have been following the trajectory of the phenomenal success of dating app Tinder, for the founders of the app, it wasn’t such a successful match.

Whitney Wolfe was one of the founders of Tinder along with Justin Mateen and Sean Rad, who were the face of the company  as it launched to great success. Then Wolfe and Mateen became romantically involved and when that ended, so did their professional relationship – through reports of abusive behavior and a lawsuit that ended in a $1 million settlement for Wolfe.

The young entrepreneur wants to put all that behind her however. In a recent interview with Business Insider Australia, she addressed the lawsuit, her critics, and the launch of her new dating app Bumble.

Wolfe claims she has moved on, but her history with Tinder is still a bit convoluted. According to Wolfe, she came up with the name and first shepherded the dating app herself by reaching out to students on college campuses, urging them to try it. However, Mateen and Rad have stated that Mateen was the one who brought Tinder to potential users, mainly through the fraternities and his contacts with large social networks at college campuses.

The fight between Mateen and Wolfe got nasty, with text messages back and forth that were exposed in the media. From an outsider’s perspective, neither one of them looked innocent, but in the end, it was a case of he said she said.

Wolfe took her experience at Tinder and decided to try her hand in launching her own female-friendly dating app called Bumble. Although it has the same user-friendly photo-based structure and ease of Tinder, Bumble encourages women to make the first move by giving them 24 hours to reach out to a match before he disappears. (The guys have to sit back and wait for the women to message them.)

Other female-friendly dating apps have come before Bumble with their own spin – like LuLu, which allows women to rate their dates and discuss them with other women on the app. There’s also JessMeetKen, which allows women to promote one of their single guy friends to other women on the site, in order to give them a little endorsement for potential dates. But Bumble is showing promise too, with Wolfe reaching out to college students and encouraging them to give it a try.

“We’re definitely not trying to be sexist, that’s not the goal,” Wolfe told Business Insider. “I know guys get sick of making the first move all the time. Why does a girl feel like she should sit and wait around? Why is there this standard that, as a woman, you can get your dream job but you can’t talk to a guy first? Let’s make dating feel more modern.”

According to Wolfe, 60% of matches on Bumble turn into conversations, and in a little over a month since the launch, there have been more than 100,000 downloads. 

It was only a matter of time before a Denver-based app developer would take advantage of the city’s new legalized pot industry. High There! - a new dating app specifically for weed lovers, launched this month for Android and will be debuting in the iTunes store soon. In addition to the mile-high city, the app is also available in 23 states that have legalized medical marijuana laws.

High There has been described as “the Tinder of pot smoking,” although instead of matching according to proximity and age preferences, the app asks for your weed preferences, such as vaping or smoking, and what your energy level is when you are imbibing – “low energy couch potato or high energy explorer,” according to a report on Mashable.

The design of the app is similar to Tinder, with photos as the main feature and the ability to accept or reject a match by swiping left or right. Besides how you consume your pot, a few extra questions are added to enhance your profile, including what you are in the mood for – “go out, stay in, or chat?” and your interests (“culture, outdoors”).

CEO Todd Mitchem says he was inspired to create the app after his date called it quits when she found out he smoked pot. It wasn’t the first time it had happened, so he decided he’d rather only date pot smokers – but needed a way to meet them. He wanted to build a community around people who might otherwise feel shunned for their habit. He told Mashable that the app “can also act as a kind of social network for smokers who are seeking recommendations on local dispensaries, to share tips or just make friends with other like-minded folks.”   

High There however is not the first dating app to cater to this particular clientele. My420mate launched last year, and 420Singles has been offering their pot-friendly app for a while as well, though High There seems to be getting a lot more attention in the press.

So far, the reception to High There has been mixed, according to reviews in the app store. The main reason for users’ frustration is that they download the free app and then can’t use it because of the marijuana laws in their particular cities. (If it isn’t available to purchase legally in your town, you can’t use the app.) Many people complain that they do have medical marijuana cards from another city, but can’t use the app because of the legal status in the city where they live.

High There is free and available for Android users, and will soon be available for download from the iTunes store.

A new "Dating Services in Canada Market Research Report" has been released in January 2015 by IBSWorld. The report requires payment to read the entire thing (no less than $725 US) but they did release a few interesting statistics for promotion that are worth mentioning.

According to IBSWorld the dating industry in Canada grew 6% from 2010 to 2015. They feel this rate is low due to the recent recession but the rate of growth is expected to increase in the next 5 years.

In Canada there are 255 businesses in the dating industry that employee 523 people. On average this means every dating business employees 2 people. In my experience the case more likely is that most of the businesses employee 1 person (the owner), a few probably employ 2 to 5 employees, and the very few employ 5 or more. The reason for such a low number of employees and high number of businesses is the relative ease and extreme low cost required to get into the dating industry. Free dating site software can be found online and web hosting can be found as cheap as $5 a month.

The report also mentions that revenue generated by the dating industry for the year in Canada is $153 million. This seems rather good especially with 255 businesses which would suggest that on average each generated $600,000 in revenue. This is not the case either. Most of these dating businesses probably either make virtually no money or only generate a few thousand a year in ad revenue. A few probably generate 10's of thousands, and even less generate hundreds of thousands or even a few million. I believe the majority of this revenue is made up of one dating site, Plenty of Fish. POF is located in the province of British Columbia, Canada. All of the other popular dating services are based in the United States. POF is a private company and no revenue numbers have ever been officially released. That being said they are one of the most successful dating sites in the world so I am sure their revenue for a year is probably 10's of millions of dollars. For comparison just take a look at the Match.com dating site. They are a public company owned by IAC and they reported the Match Group earned in the fourth quarter of 2014, $241.5 million US. That is only for 3 months so in a year they generate around 1 billion dollars. Now the Match Group is made up mostly of paid dating sites while POF is a free service which generates revenue from ads as well as paid upgraded memberships. I don’t expect POF to earn hundreds of millions every year but as I said, with their traffic I do see them earning 10’s of millions.

Is this latest IBSWorld report worth getting? It definitely would be an interesting read but the thing with the dating industry is that it is global. If you are opening a dating service you usually don’t just target one country. You would target continents as a whole like North America or Europe. If you are considering purchasing the document I would probably hold off and wait for the US version to come. The US is 10 times the size in population of Canada which is a much bigger customer base.