Lessons from Coupla: Research Your Users, Don’t Trust Your Intuition

July 11, 2013

1:01 pm

Despite seeing some decrease since the 1980s, the United States continues to have one of the highest rates of divorce, at a rate of 3.6 percent per 1,000 people in 2011. That translates into 50 percent of first marriages ending in divorce, and even higher rates for sequential marriages. For Coupla cofounder and CEO Adam Kramer, these numbers matter. It’s something that he aims to reduce, and he’s done some research to hopefully make that happen.

Coupla is a startup focused on helping couples build friendships with other couples through fun, couples-only events. I myself am in a deeply committed and loving relationship. Albeit that relationship is with cheesecake, but, come on, you can’t judge love. Coupla aims to help me and cheesecake find other cool couples with whom to hang out, and hopefully strengthen our own relationship in the process.

In the process of starting Coupla, Kramer found that the most difficult part was having to look at couples from an objective, research-based standpoint. Kramer himself is married, and when he moved to Las Vegas with his wife, the two often found it difficult meeting other couples. Going into Coupla, he had an intuitive understanding of what his users wanted or would want from the product. But when you’re starting a business, you need more than just intuition – you need some actual quantitative figures and research to support your business venture.

After getting traction at Startup Weekend Las Vegas this past January, the founders of Coupla immediately started gathering this data, conducting interviews with and surveys of couples. The research proved helpful, and they discovered things that they would never have known.

“We found that couples wanted to share experiences with other couples. [From our surveys and interviews,] we discovered that [couples] were going to other events that weren’t necessarily designed for couples, solely for the purpose of meeting other couples,” says Kramer. For example, some nonreligious couples joined Bible groups with the intention of just hanging out with other couples.

From there, the company tested three events in Las Vegas, and followed that up with even more interviews and surveys to gauge the experiences of those couples. Kramer has also read a lot of social psychology research on human relationships since launching Coupla – definitely something important for someone who wants to help reduce our country’s divorce rate.

“The most important thing about [Coupla] is that we are dedicated to keeping happy couples happy. We truly think we change the world,” he says.

Coupla will be at tonight’s Tech Cocktail Las Vegas Showcase. You can check them out at their website.

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Ronald Barba was the previous managing editor of Tech.Co. His primary story interests include industry trends, consumer-facing apps/products, the startup lifestyle, business ethics, diversity in tech, and what-is-this-bullsh*t things. Aside from writing about startups and entrepreneurship, Ronald is interested in 'Doctor Who', Murakami, 'The Mindy Project', and fried chicken. He is currently based in New York because he mistakenly studied philosophy in college and is now a "writer". Tweet @RonaldPBarba.

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