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Get Inside Your Audience’s Head

Plutorial uncovers key customer segments, tailored to your niche or product.

April 9, 2025 13:43

The "Paired" app has 8 million total downloads and generates about $1.2 million in monthly revenue. Its description: Paired is the #1 couples app, crafted by experts to help you maintain your love. Together, you and your partner can improve communication, resolve conflicts, and deepen your connection.

Research on Couples Using Relationship Improvement Apps

Our research aims to discover the distinct segments of couples using relationship improvement apps like 'Paired.' We will explore the psychological aspects, needs, and existing solutions these users are dealing with. Further, we will ideate new solutions to enhance their experience in achieving their relationship goals.

Customer Segments

Engaged Couples

Couples who are engaged to be married and want to strengthen their relationship before marriage.

Market Potential

High potential due to the number of engaged couples seeking pre-marital counseling and resources to prepare for marriage.

Environment and circumstances they live in

These couples are usually in a positive phase of their relationship, full of optimism about their future together. They feel the pressure to ensure marital readiness and may experience anxiety over potential disagreements and misunderstandings. They are highly motivated to learn effective communication and conflict resolution skills.

Events or factors that motivate them to make a change

  • Engagement announcement
  • First serious disagreement
  • Attending a pre-marital course

Specific progress or goals they aim to accomplish

  • I want to improve our communication, so I can ensure a harmonious marriage.
  • I want to identify and resolve potential issues, so I can enter marriage with confidence.
  • I want to deepen our connection, so I can build a fulfilling life together.

Underlying psychological desires they seek to satisfy

  • Safety Needs: Ensuring a stable future relationship.
  • Esteem Needs: Being recognized as a good partner.
  • Self-Actualization: Building a fulfilling life together.

Small tasks they must handle

  • Set up regular discussions about expectations.
  • Practice conflict resolution techniques.
  • Engage in shared activities to deepen connection.

Values or attributes they consider most important

  • Professional guidance and expertise.
  • User-friendly interface.
  • Customizable to specific needs.
  • Engagement through activities and exercises.
  • Privacy and confidentiality.

Current solutions this group relies on

  • Pre-marital counseling sessions.
  • Relationship books for engaged couples.
  • Workshops and seminars.
  • Online relationship courses.
  • Journaling together as a couple.

Engagement Enrichment Program

An app-based program offering a structured set of games, quizzes, and guided discussions specifically for engaged couples.

Expected benefits this solution could deliver

  • Include pre-marital experts' insights.
  • Offer personalized content based on couple's feedback.
  • Gamify progress tracking.
  • Cross-platform availability.
  • Integrate with other wedding planning apps.

Aha-moments that reveal the solution's true value

  • First conflict successfully resolved using a guided discussion.
  • Scoring high compatibility on a quiz.
  • Partner appreciating the effort put into using the app.
  • Significant improvement in monthly check-in scores.
  • Feeling more confident as the wedding day approaches.

Communication messages to highlight the solution's value

  • 'Strengthen your bond before saying 'I do.''
  • 'Navigate the path to your wedding with confidence.'
  • 'Prepare for marriage with expert-backed tools.'
  • 'Discover each other anew before taking the vows.'
  • 'Invest in a happy, lifelong commitment.'

Attention-grabbing hooks for social media and videos

  • 'Are you truly ready for marriage? Find out now.'
  • 'Use love to build a foundation, and skills to cement it.'
  • 'Transform your engagement journey with expert advice.'
  • 'Explore your partner’s world before tying the knot.'
  • 'Is love enough? Discover what’s needed for a lasting union.'

Barriers they perceive and reasons those might be overcome

  • Concerns about privacy - Use encrypted communication.
  • Time constraints - Offer flexible scheduling.
  • Lack of interest from partner - Includes engaging content.
  • App fatigue - Fresh content updates regularly.
  • Cost - Tiered pricing for different budgets.

Challenges in adopting this solution and ways to address them

  • Technical issues - Round-the-clock support available.
  • Resistance to change - Initial free trial to demonstrate value.
  • Possible disagreements during use - Moderated exercises.
  • Content relevance - User feedback loop to tailor content.
  • Unrealistic expectations - Manage through clear communication.

Long-Distance Couples

Couples who are maintaining a relationship across distances and aim to keep connections strong.

Market Potential

Substantial potential due to global connectivity and an increasing number of couples separated by distance for work or study.

Environment and circumstances they live in

These couples often feel emotional strains due to the distance, such as loneliness, insecurity, and the challenge of keeping the relationship fresh. They need tools to overcome communication barriers and reinforce their bond despite physical separation.

Events or factors that motivate them to make a change

  • Feeling disconnected after a long period apart
  • Planning a future reunion
  • Conflict arising from miscommunication

Specific progress or goals they aim to accomplish

  • I want to enhance our virtual connection, so I can feel closer despite the distance.
  • I want to manage time zones effectively, so I can maintain consistent communication.
  • I want to keep the romance alive, so I can sustain our emotional bond.

Underlying psychological desires they seek to satisfy

  • Social Needs: Feeling close to one another.
  • Autonomy: Managing a unique relationship dynamic.
  • Safety Needs: Assurance of commitment and love.

Small tasks they must handle

  • Schedule regular video calls.
  • Send daily updates to each other.
  • Plan virtual dates.

Values or attributes they consider most important

  • Ease of scheduling across time zones.
  • Innovative communication methods.
  • Tools to express emotions creatively.
  • Security of shared content.
  • Flexibility to suit variable personal schedules.

Current solutions this group relies on

  • Video calling platforms.
  • Messaging apps with multimedia options.
  • Gift delivery services.
  • Shared online calendars.
  • Virtual reality date experiences.

Distance Delights

An app offering a suite of tools for long-distance couples, including personalized virtual date ideas, collaborative art projects, and shared diaries.

Expected benefits this solution could deliver

  • AI-driven date planning based on preferences.
  • Collaborative mood boards for future plans.
  • Real-time shared photo and video albums.
  • Emotional check-in tools.
  • Playlist sharing to sync moods.

Aha-moments that reveal the solution's true value

  • Successfully synced in a long-distance movie night.
  • Completed a collaborative art piece together.
  • Received a surprise video message.
  • Achieved a scheduling breakthrough.
  • Realized the depth of connection despite distance.

Communication messages to highlight the solution's value

  • 'Feel closer, no matter how far apart.'
  • 'Love knows no boundaries with our tools.'
  • 'Distance is a test of love—ace it together.'
  • 'Innovate the way you connect from afar.'
  • 'Embrace the distance, enhance the love.'

Attention-grabbing hooks for social media and videos

  • 'What does love look like in 5,000 miles? Find out here.'
  • 'Unpack the toolkit for surviving long distances.'
  • 'How is your heart, despite the miles? Check in now.'
  • 'When your heart skips a WiFi, it’s time to rethink.'
  • 'Navigate love, one pixel at a time.'

Barriers they perceive and reasons those might be overcome

  • Reliance on tech - Offer tech support and simple interfaces.
  • Partner engagement - Foster commitment with reminder features.
  • Time management - Integrate scheduling tools.
  • Cultural differences - Customizable content.
  • Privacy - Strong data protection policies.

Challenges in adopting this solution and ways to address them

  • Technical glitches - Continuous updates and testing.
  • Time zone differences - Automated scheduling assistance.
  • Language barriers - Multi-language support.
  • Internet connectivity issues - Offer offline activities.
  • High subscription cost - Discounts for long-term users.

Rekindling Couples

Couples who have been together for a long time and want to rekindle their initial spark.

Market Potential

Potential is moderate but stable as many long-term relationships seek revitalization over time.

Environment and circumstances they live in

These couples often experience stagnation and long for emotional rejuvenation. They may feel a deep-seated desire to reconnect and reminisce about their early days. This segment often struggles with adjusting to life changes that have shifted their priorities away from each other.

Events or factors that motivate them to make a change

  • Anniversary approaching
  • Realization of drifting apart
  • Struggles with communication

Specific progress or goals they aim to accomplish

  • I want to rediscover our connection, so I can feel rejuvenated in the relationship.
  • I want to introduce new experiences, so I can break the cycle of routine.
  • I want to communicate more openly, so I can rebuild emotional intimacy.

Underlying psychological desires they seek to satisfy

  • Esteem Needs: Feeling valued within the relationship.
  • Self-Actualization: Growth within the partnership.
  • Competence: Mastering the art of long-term love.

Small tasks they must handle

  • Plan surprise date nights.
  • Engage in meaningful conversations.
  • Explore new hobbies together.

Values or attributes they consider most important

  • Support in generating new ideas.
  • Ease of implementing new activities.
  • Inclusion of shared past experiences.
  • Balance of spontaneity and structure.
  • Safety and privacy of shared data.

Current solutions this group relies on

  • Couples retreats.
  • Therapy sessions.
  • Relationship-focused podcasts.
  • Surprise date night planners.
  • Memory journaling.

Spark Starter

A mobile app offering curated prompts and activities to reignite the flame, incorporating elements from the couple’s past and new adventures.

Expected benefits this solution could deliver

  • Incorporate nostalgia with memory-based prompts.
  • Offer new activity bundles bi-weekly.
  • Align activities with major life events.
  • Include user-generated content for personalization.
  • Provide feedback loops for experience sharing.

Aha-moments that reveal the solution's true value

  • First spontaneous date planned effortlessly.
  • Shared laughter during a prompted activity.
  • Rediscovered an old memory together.
  • Partner showing genuine excitement for new idea.
  • Realized improved communication pathways.

Communication messages to highlight the solution's value

  • 'Rediscover the magic that began your journey.'
  • 'Bring the spark back, one step at a time.'
  • 'Celebrate love’s evolution with new beginnings.'
  • 'Your love deserves an exciting encore.'
  • 'Reconnect, revive, and reignite.'

Attention-grabbing hooks for social media and videos

  • 'When was the last time you truly laughed together?'
  • 'Dream of new beginnings, celebrate the old.'
  • 'What if love came with an upgrade button?'
  • 'Unlock layers of love you never knew existed.'
  • 'Rekindle passions you thought were forgotten.'

Barriers they perceive and reasons those might be overcome

  • Routine resistance - Emphasize low effort, high impact activities.
  • Partner disinterest - Offer solo journey prompts initially.
  • Cost concerns - Free-to-use version with premium upgrades.
  • Lack of time - Quick, impactful activities.
  • Privacy concerns - Secure platform policies.

Challenges in adopting this solution and ways to address them

  • Low engagement levels - Regular updates in activity lists.
  • Difficulty in choosing activities - Personalized suggestions.
  • Misalignment in partner goals - Incorporate goal-setting features.
  • Diminished excitement - Gamification to boost enjoyment.
  • Activity repetition - Large inventory of unique prompts.

Therapy Couples

Couples engaged in therapy looking for ways to support their progress outside sessions.

Market Potential

Expanding potential as more individuals and couples embrace mental health and relationship wellness resources.

Environment and circumstances they live in

In therapy, these couples are often in the midst of addressing significant challenges and emotional wounds. They turn to extra tools to practice the exercises and theories introduced in therapy, requiring ongoing support and reinforcement.

Events or factors that motivate them to make a change

  • Breakthrough therapy session
  • Onset of therapy homework
  • Pending therapy sessions

Specific progress or goals they aim to accomplish

  • I want to apply therapeutic tools, so I can make steady relationship progress.
  • I want to record our journey, so I can recognize improvements and milestones.
  • I want to reinforce positive habits, so I can establish a healthier relationship dynamic.

Underlying psychological desires they seek to satisfy

  • Consistency: Building regular habits and practices.
  • Safety Needs: Creating a trustful and safe emotional space.
  • Competence: Effectively using therapeutic techniques.

Small tasks they must handle

  • Track emotions and communication patterns.
  • Practice reflection and discussion techniques.
  • Share therapy-related insights with partner.

Values or attributes they consider most important

  • Compatibility with therapeutic models.
  • Ease of integrating into daily routine.
  • Confidentiality and data security.
  • Support in maintaining accountability.
  • Feedback mechanisms for tracking progress.

Current solutions this group relies on

  • Couples therapy apps.
  • Shared digital journals.
  • Mindfulness practices tailored for couples.
  • Therapeutic podcasts and discussions.
  • Daily relationship affirmation tools.

Therapy Toolkit

An app designed to complement therapy with exercises, habit trackers, and milestone sharing.

Expected benefits this solution could deliver

  • Invite therapists for webinars and Q&As.
  • Custom schedule integration with therapy sessions.
  • Weekly progress summaries delivered directly in-app.
  • Syncable journals with pairing options.
  • Create supportive community spaces for shared learning.

Aha-moments that reveal the solution's true value

  • Session reflection leading to clarity and insight.
  • First successful habit consistently tracked.
  • Mutual realization of progress through shared milestones.
  • Ease of reporting emotional shifts.
  • Recognition from therapist on visible improvements.

Communication messages to highlight the solution's value

  • 'Support your therapeutic journey with tangible tools.'
  • 'Transform therapy learnings into lasting change.'
  • 'From theory to practice—reinforce your relationship’s foundation.'
  • 'Capture your couple’s progress every step of the way.'
  • 'Nurture the growth you’ve started in therapy.'

Attention-grabbing hooks for social media and videos

  • 'How do you bridge the gap between therapy sessions?'
  • 'Empower your healing path with everyday tools.'
  • 'Is your progress a hidden gem? Discover it now.'
  • 'Extend the power of therapy to your daily life.'
  • 'What happens between sessions should fuel your success.'

Barriers they perceive and reasons those might be overcome

  • Complexity of app - Provide a tutorial and simple navigation.
  • Data security concerns - Implement robust security measures.
  • Partner forgetfulness - Set customizable reminders.
  • Therapist recommendations - Ensure alignment with therapeutic practices.
  • Overloaded schedule - Quick access to micro-exercises.

Challenges in adopting this solution and ways to address them

  • Difficulties in maintaining usage - Use reward systems for consistency.
  • Discrepancy in partner engagement - Encourage partner paths.
  • Integration with therapy - Offer therapist reviews and endorsements.
  • Non-personalized prompts - Allow user input for customization.
  • Lack of progress visibility - Visual charts and summary reports.

New Parents

Couples who are new parents struggling to maintain their relationship while adjusting to parenthood.

Market Potential

Significant potential as many new parents experience relationship stress and changes post-childbirth.

Environment and circumstances they live in

New parents often feel overwhelmed, pressed for time, and emotionally drained. The arrival of a child brings about significant life changes, often prioritizing the child’s needs over the relationship. They seek solutions to maintain their connection amid the new responsibilities.

Events or factors that motivate them to make a change

  • Birth of the first child
  • First major parenting disagreement
  • Navigating shared responsibilities

Specific progress or goals they aim to accomplish

  • I want to maintain our relationship dynamic, so I can feel united in new roles.
  • I want to prioritize each other, so I can keep the romance alive.
  • I want to share parenthood duties equally, so I can build a balanced life.

Underlying psychological desires they seek to satisfy

  • Social Needs: Maintaining a strong social connection.
  • Autonomy: Balancing relationship with parenting roles.
  • Safety Needs: Ensuring family stability.

Small tasks they must handle

  • Schedule regular date nights.
  • Share parenting responsibilities explicitly.
  • Communicate about relationship needs openly.

Values or attributes they consider most important

  • Practical tools for time management.
  • Ease of integration into parenting routines.
  • Inclusivity of both partners' perspectives.
  • Support for emotional expression.
  • Positive reinforcement to promote teamwork.

Current solutions this group relies on

  • Parenting workshops for couples.
  • Parent-focused time management apps.
  • Shared parenting responsibility checklists.
  • Couple-focused parenting books.
  • Support groups for new parents.

Parent Partnership Planner

An app providing joint parenting schedules, relationship prompts, and balance-focused activities for new parents.

Expected benefits this solution could deliver

  • Integrate with existing parenting apps for comprehensive use.
  • Gamify parenting task management.
  • Provide couple-focused parenting tips.
  • Enhance community support with shared experiences.
  • Offer mini-courses on co-parenting effectively.

Aha-moments that reveal the solution's true value

  • First parenting task completion without conflict.
  • Mutual satisfaction in shared responsibilities.
  • Positive feedback loop from regular check-ins.
  • Reconnection through shared parenting achievements.
  • Recognition of balance between parenting and relationship duties.

Communication messages to highlight the solution's value

  • 'Balance parenthood and romance in harmony.'
  • 'Stay connected, even amidst the parenting chaos.'
  • 'Parenting teamwork—because it takes two.'
  • 'Keep your relationship thriving through parenting’s challenges.'
  • 'Be the co-parents you aspire to be.'

Attention-grabbing hooks for social media and videos

  • 'Is there room for love after nappies?'
  • 'Redefine romance amid sleepless nights.'
  • 'The dual journey of parenting and partnership starts here.'
  • 'When was your last grown-up conversation?'
  • 'Are you both on the same parenting page?'

Barriers they perceive and reasons those might be overcome

  • Lack of time - Quick daily check-ins.
  • Partner buy-in - Encourage flexible engagement.
  • Cost concerns - Offer scalable plans.
  • Relevant content - Keep questions and prompts fresh.
  • Privacy assurance - Strict data privacy regulations.

Challenges in adopting this solution and ways to address them

  • Scheduling difficulty - Sync calendars effectively.
  • Lack of partner engagement - Gentle encouragement features.
  • Over-complexity - Streamlined processes.
  • Overloaded parenting content - Tailor based on parent profiles.
  • Unmanageable input requirements - Minimal, essential prompts only.