We analyzed 1 016 reviews about Ashley Madison

Do customers dislike the credit system?


Photo: Kim Boek

Ashley Madison, or The Ashley Madison Agency, is a Canadian online dating service and social networking service marketed to people who are married or in relationships. It was founded in 2002 by Darren Morgenstern, with the slogan: “Life is short. Have an affair.”

We wanted to see what we could learn about Ashley Madison and how it is being received by users. Therefore we took 1 016 reviews about Ashley Madison and ran them through Gavagai explorer. Here is what we learned!

Here are 3 things we found out!

The topic “screen” has a grade of 1,37 / 5 and frequently occurs along with the topics “white” (in 33% of the cases) and “blank” (in 30% of the cases). The topic indicates users experiencing a blank screen sometimes when using the application.

Topic “women” has a grade of 2,02 / 5. This value is higher than the overall average grade of 1,45 for the project. The topic occurs in 6% of the texts and frequently occurs along with the topics “website” (in 23% of the cases) and “fake” (in 21% of the cases). The analysis indicates many users encountering fake profiles posing as women in the local area. This is also the negative driver in this topic.

The topic “credits” occurs in 7% of the texts and frequently occurs along with the topics messages (in 39% of the cases) and paying (in 14% of the cases). The negative driver in this topic seems to be the fact that you have to pay for credits to send messages.

What can we tell from this?

The overall average grade for this project is worryingly low. These impactful topics can help them pinpoint user’s complaints, and act upon them to improve and better meet customer demands. One suggestion could be replacing the credit system for a monthly fee or similar changes.

The analysis indicates that the website version is being better received by users than the mobile application.

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