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Perception also plays a key role in determining relationship outcomes.

When we believe a dating site can accurately match us with our most compatible partner, our likelihood of realizing success increases.

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Research shows no evidence of algorithm-based matching being effective.

These algorithms focus on searchable traits that aren't predictive of relationship success (measured by long-lasting relationships and satisfaction).

This could be because, as humans, we have a tendency to not know what we really want.

Or the fact that these sites offer too many choices.

When users believed they were a 90 percent match, they were more likely to contact and even like each other.

To combat the findings that argue otherwise, I've come up with a list of recommendations and insights for the next time you start clicking and swiping.

Side-by-side comparisons lead to prioritization of irrelevant traits whereas separate evaluations allow you to more carefully think about whether each partner is a good fit.

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So I think it's both the medium and it's the scale.