{"id":12013,"date":"2009-02-11T20:27:44","date_gmt":"2009-02-11T20:27:44","guid":{"rendered":"https:\/\/www.sisinternational.com\/consumer-analytics-eharmony-hypothetical-case-study\/"},"modified":"2025-09-16T20:01:49","modified_gmt":"2025-09-17T00:01:49","slug":"estudio-de-caso-hipotetico-de-armonia-de-analisis-de-consumidores","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/es\/estudio-de-caso-hipotetico-de-armonia-de-analisis-de-consumidores\/","title":{"rendered":"An\u00e1lisis del consumidor: estudio de caso hipot\u00e9tico de eHarmony"},"content":{"rendered":"
\"Investigaci\u00f3n<\/figure>\n\n\n\n

<\/span><\/span><\/p>\n\n\n\n

eHarmony.com ofrece un servicio de citas en l\u00ednea que conecta a hombres y mujeres con la esperanza de crear relaciones amorosas. Tiene f\u00f3rmulas patentadas para combinar mejor a sus compa\u00f1eros y se dirige principalmente a aquellos en los segmentos de edad de 21 a 55 a\u00f1os o m\u00e1s. Actualmente, los comerciales de televisi\u00f3n de eHarmony expresan la felicidad que siente la gente al conocer a sus parejas cient\u00edficamente compatibles. En este sentido, el servicio se presenta esencialmente como una opci\u00f3n opcional para que algunas personas encuentren la felicidad. Este es un estudio de caso hipot\u00e9tico sobre el uso de an\u00e1lisis de investigaci\u00f3n para evaluar el comportamiento del consumidor y encontrar "lo que el cliente quiere".<\/strong><\/p>\n\n\n\n

El siguiente estudio de caso es un estudio de caso en profundidad en este blog solo para el inter\u00e9s de nuestros lectores. Notas importantes:<\/p>\n\n\n\n

    \n
  1. Este informe de capacitaci\u00f3n NO refleja la composici\u00f3n t\u00edpica de un informe de SIS International. Nunca fue ni ser\u00e1 enviado a ning\u00fan cliente ni utilizado con fines comerciales. No se hacen representaciones sobre su calidad, factibilidad o puntualidad.<\/span><\/li>\n\n\n\n
  2. SIS never discloses client names<\/a> or contents of reports, and has adhered to strict ethics since its founding 25 years ago.<\/span><\/li>\n\n\n\n
  3. El art\u00edculo no contiene consejos para la toma de decisiones. Usted acepta los t\u00e9rminos completos de la pol\u00edtica de privacidad y los t\u00e9rminos de uso de SIS detallados en este sitio web.<\/span><\/li>\n<\/ol>\n\n\n\n


    Medio publicitario: televisi\u00f3n<\/span><\/strong><\/p>\n\n\n\n

    To attract more of the younger segment of singles aged 21 \u2013 35, eHarmony.com could consider employing an attitude-changing campaign in which television ads stress scarcity and difficulty in finding one\u2019s fairy tale mate. This campaign may change attitudes among 21 \u2013 35 year-olds that online social dating<\/a> is not for those who \u201cgive up\u201d on traditional dating, but those who want to stop wasting their time looking in the wrong places.<\/p>\n\n\n\n

    El anuncio tendr\u00eda que transmitir sentimientos positivos y optimistas cuando el actor utilice eHarmony para tomarse en serio sus citas, pero tambi\u00e9n transmitir\u00eda escasez y un llamado a la acci\u00f3n. Esta forma de publicidad \u201caspiracional\u201d podr\u00eda posiblemente hacer que los \u201creceptores\u201d eval\u00faen sus propias experiencias de citas y toquen la fibra sensible de aquellos que est\u00e1n sentados en casa sin una cita para el fin de semana.<\/p>\n\n\n\n

    These advertisements would target both males and females to achieve a balanced number of sign-ups. Specifically, eHarmony\u2019s campaign could target MTV, Lifetime, VH1, ESPN, and also after key network shows like ABC\u2019s Lost, which is geared towards this age segment. Because several of these channels are gender-specific, there could be two versions of the commercial, with either a female source or male source.<\/p>\n\n\n\n

    La televisi\u00f3n es un medio potente para cambiar las actitudes de este segmento joven porque se dirige a aquellas personas que est\u00e1n sentadas en el sof\u00e1 de su casa. Existe la posibilidad de que por estar en casa viendo la televisi\u00f3n se sienta solo. Cuando se les \u201cprepara\u201d este comercial y una llamada a la acci\u00f3n, es posible que se les convenza de unirse a este servicio para aliviar su ansiedad, su soledad o la sensaci\u00f3n de que est\u00e1n perdiendo el tiempo. En segundo lugar, los j\u00f3venes son grandes consumidores de televisi\u00f3n; Esto se afirma en general por la gran cantidad de anuncios dirigidos a este grupo de edad.<\/p>\n\n\n\n

    Third, television would allow eHarmony to achieve its particular marketing objectives. eHarmony brands itself to consumers as the premier and most scientific online dating service. Its sleek and upbeat television ads convey a professional message unlike other seedy online advertising for online dating. This helps to differentiate<\/a> it from other brands and adds value to its brand, which helps to attract the right candidates for its service. Other unconventional forms of advertising like M-commerce could even be detrimental towards this strategically \u201cexclusive\u201d brand given the newness of the medium and consumers\u2019 perceptions about this service category.<\/p>\n\n\n\n

    En cuarto lugar, la publicidad televisiva en los canales objetivo podr\u00eda permitir a los actores representar mediante el lenguaje corporal el mensaje exacto, en lugar de transmitirlo simplemente a trav\u00e9s de textos o im\u00e1genes en revistas o publicidad en l\u00ednea. En este sentido, el mensaje de escasez de pareja, el consenso entre los actores del anuncio y las reacciones emocionales y conductuales positivas al amor encontrado en eHarmony se pueden representar visual e indirectamente a los espectadores.<\/p>\n\n\n\n

    Fuente potencial de publicidad<\/span><\/strong><\/p>\n\n\n\n

    Se podr\u00edan considerar dos caracter\u00edsticas al elegir la fuente del anuncio. En primer lugar, el comunicador tendr\u00eda que ser cre\u00edble. De esta manera, eHarmony tendr\u00eda un miembro m\u00e1s joven del mismo segmento de edad, lo que generar\u00eda credibilidad en virtud de su edad. En sentido figurado, el actor hablar\u00e1 el idioma de los receptores.<\/p>\n\n\n\n

    Also, the commercials would maintain at the end of them the comments of the founder, who himself has a Phd degree. This would also contain authoritative persuasive effects and positive associations, which might help to limit knowledge bias. To prevent reporting bias, eHarmony could contract out with two actors so that they do not endorse other products, which could compromise the message.<\/p>\n\n\n\n

    Secondly, in the two versions of the ad with either a male or female source, the communicator may also be physically attractive. This is because, according to the Halo effect, the receiver will relate the service with feelings towards the attractive source<\/a>. Importantly, this attractiveness is highly relevant to the service given that online dating is largely about physical and emotional attraction. Hence, this attractive source would help quickly build trust in the service given the relevance of attraction to the service offering. This source would also help receivers to envisage the quality of subscribers and what kind of mate people can find on eHarmony. Ultimately, this attractive source in each ad could help in ensuring receivers process the message and change their potentially reluctant attitudes on online dating.

    Modelo de elaboraci\u00f3n de probabilidad<\/strong><\/span><\/p>\n\n\n\n

    One message that could work with the central route is a source giving a message to receivers about the scarcity of one\u2019s mate and how receivers are wasting their time with traditional dating practices. Essentially, the message warns about wasting time with traditional dating and watching television alone, missing out on life. The receiver would then proceed with high involvement processes eliciting cognitive responses that either agree or disagree with the message. Thus, a receiver might think about a recent bad dating experience and agree. The receiver who agrees with the message will likely comply with the ad\u2019s message, resulting in belief and attitude change followed by a behavior change. They might try the free personality prerequisite test<\/a> and begin their subscriptions to the service. On the other hand, a receiver might strongly disagree with the message given their own positive experiences in the past, and they may provide cogent reasoning as to why the message is wrong.<\/p>\n\n\n\n

    In contrast, a message following the peripheral route concerns the attractiveness of the source or the visual depiction of finding an attractive mate quickly. In this respect, the message would require low-involvement processing, and receivers would grasp that they could find an attractive mate on this site through a professional matchmaking method. This would cause belief change about online dating services<\/a> and, in particular, eHarmony.com. This could cause a change in behavior by getting the receiver to sign up and cause others to sign up through word-of-mouth buzz. Once this happens the receiver may change his or her opinion on this type of service and specifically build positive perceptions about eHarmony.com.<\/p>\n\n\n\n

     <\/p>\n\n\n\n

    <\/p>","protected":false},"excerpt":{"rendered":"

    eHarmony.com ofrece un servicio de citas en l\u00ednea que conecta a hombres y mujeres con la esperanza de crear relaciones amorosas.<\/p>","protected":false},"author":1,"featured_media":64778,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[290],"tags":[],"class_list":["post-12013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12013","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=12013"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12013\/revisions"}],"predecessor-version":[{"id":81326,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12013\/revisions\/81326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/64778"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=12013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/categories?post=12013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/tags?post=12013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}