Welcome to Day 24 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Bumble!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Here is the data unwrapped:
What is the first word that comes to your mind when you hear Bumble?
Dating: 85.1%
How would you describe the "typical" customer of Bumble?
Result: Sample Responses:
"Mostly young adults and people in their 20s and 30s, often looking for a relationship or casual dates. Lots of city and suburban singles, people who want something simple and quick, and friends who like the idea of swiping and meeting new people."
"Mostly younger singles looking to meet people, a lot of women starting the conversation; city folk and people who use their phones to date."
"Mostly young people looking to meet others — singles, students, or busy workers who want to date or make friends through an app."
If you could rename Bumble to describe what they actually are, what would you call it?
Result: Top Themes:
"WomenFirst" (43.9%); "FirstMove" (5.9%); "WomenFirstDating" (4.7%)
Describe Bumble in exactly three words.
Modern: 71.6%
Convenient: 43.4%
Empowering: 25.3%
If you could fire the CEO of Bumble, would you?
No: 99.6%
Yes: 0.4%
If you met the CEO of Bumble, what is the first question you would ask them?
Result: Top Themes:
"What are you doing to keep users safe from scams and harassment?"
"What concrete steps are you taking to improve user safety and reduce harassment on the platform?"
"What are you doing to keep users safe from scams and fake profiles?"
What is the maximum price (in dollars) you would pay for the app before walking away?
Average: $11.92
If you could change one thing about the app, what would it be?
"Stronger verification and moderation to reduce fake profiles and harassment."
Who is the biggest threat to Bumble?
"Tinder" (61.2%)
"Hinge" (5.3%)
What is the best alternative to Bumble?
"Hinge" (75.2%)
"Tinder" (17.8%)
"Match.com" (6.3%)
On a scale of 0-10, how much do you trust Bumble?
Average Score: 5.4
Distribution: Score 3: 0.8%, Score 4: 12.9%, Score 5: 30.4%, Score 6: 55.5%, Score 7: 0.4%
Do you think Bumble’s best days are ahead of it or behind it?
Ahead: 92.7%
Behind: 7.3%
If Bumble went out of business tomorrow, would you care?
No: 100.0%
Does Bumble actually care about its customers?
No: 67.1%
Yes: 32.9%
Do you know the name of Bumble’s CEO?
No: 79.6%
Yes: 20.4%
Does the CEO’s public behavior make you less likely to use Bumble?
No: 82.4%
Yes: 17.6%
Do you think the leadership at Bumble is competent?
Yes: 62.9%
No: 37.1%
Is the leadership of Bumble a liability to the company?
No: 66.1%
Yes: 33.9%
Do the executives at Bumble seem out of touch with reality?
No: 54.4%
Yes: 45.6%
Is Bumble worth the money?
No: 89.7%
Yes: 10.3%
If Bumble raised its prices by 10%, would you still buy it?
No: 93.7%
Yes: 6.3%
Has the quality of Bumble declined recently?
No: 70.8%
Yes: 29.2%
Is Bumble too "woke"?
No: 94.3%
Yes: 5.7%
Are you loyal to Bumble because you like it, or because you’re stuck?
Not loyal: 81.5%
Like it: 16.4%
Stuck: 2.1%
Do you think Bumble will exist in 10 years?
Result: Yes: 99.5%
No: 0.5%
How likely are you to purchase from Bumble in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average Score: 1.5
Distribution: Score 1: 56.5%, Score 2: 34.7%, Score 3: 8.2%, Score 4: 0.6%
See you tomorrow for the final day!
.png)
.png)
