Web 2.0 – High Order Bit
James Currier, CEO, Tickle, Inc.
10/6/04 James is also the VP for Consumer Services for Monster.com. As far as he knows, they are the only ones to make a business into consumer psychology and insight. People are using the web for social uses, not just for work anymore. Thousands of personality tests are taken each day on Tickle.com. Tickle offers self assessment tests, matchmaking and social network. It has 14 million active users, and 200 million tests have been taken. Consumers want someone to dig into their psychology for them.
We have five insights into the web consumer.
1 – It’s all about me (tell me about me). They want to hear about it all day long and never get sick of it. They want you to know them and appreciate them. The web, unlike other types of media, allows you to make a mirror. The web is about me, other media is about other people. Web 2.0 is about connecting with people at the identity level. Reflect information to people about what they’re up to and how they fit in. Consumers will expect this over time.
2 – Sex and work, work and sex. Our sites focus on these two needs.
3 – Your mind is different than your consumers’. You need to get out of yourself to understand the soccer mom. People in this room are a very unique type of person. Our minds think about power, technology, knowledge, code, gadgets, work, money (in bills), and sex. Our consumers think about puppies, babies, God, Nascar, celebrities, money (in coins), sex.
4 – Psychology changes over time. Consumers are more willing to use their credit cards on the web and to share personal information and personal photos. This has changed over the past 3 years. Match.com has matched consumers’ psychological shift over the last 12 months. You need to understand where your consumers are and understand where to launch applications.
5 – Understand consumers’ motivations. For instance, the propensity to buy vs. age. 25 year old males are worried about competition, 35 year old males and females are looking for understanding, and 51 year old females are looking for affirmation.
Tickle is occupying the old DEC building at Maynard. We’re seeing 2 world colliding in the business model of Monster.com and the psychology of Tickle.com. How do we take these insights and apply that to big business. Match making is a 0 margin business right now. People want us to tell them where to go when they’re in the midst of a life changing decision. They want more intelligence in the process they’re involved in. We’re taking matchmaking techniques and applying them to jobs. People have 11 job changes on average over their lifetimes. $100 billion is lost each year in stress related activities. If we can help people make better decisions and have less stress, we can make both big businesses and their employees more happy in the long run.