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OkCupid admits to Facebook-style experimenting on customers

29
Jul
2014

By Sarah McBride SAN FRANCISCO (Reuters) – OkCupid, a top U.S. matchmaking website, regularly mismatches users to test its technology, the IAC/InterActive Corp service revealed on Monday, weeks after Facebook Inc admitted to misleading users in a psychological study. “When we tell people they are a good match, they act as if they are,” co-founder Christian Rudder wrote in a blog post. “Even when they should be wrong for each other.” Conversely, couples told they were bad matches, even when OkCupid’s algorithm showed the opposite, were less likely to exchange four messages. Experiments are how you sort all this out.” An IAC spokeswoman said OkCupid planned to continue with the experiments, which are known in the business as A/B testing.

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