Bae Digital sought to better understand the emotional drivers behind modern relationships in order to refine its product positioning and user acquisition strategy. The challenge was to move beyond basic demographics and uncover deeper motivations, fears, and expectations people bring to dating platforms.

Working as part of a multidisciplinary team, we conducted qualitative research including ten in-depth interviews and three focus groups with different audience segments. The analysis revealed four distinct behavioral profiles, each reflecting different attitudes toward trust, vulnerability, and the search for meaningful connections in digital environments.

These insights helped clarify how different users interpret the idea of a “serious relationship” within a dating platform and provided a foundation for more targeted acquisition strategies and product messaging aligned with Bae Digital’s mission of fostering safe and meaningful relationships.