SmartFlash organises dating events across Belgium and the Netherlands. Their offer ranges from classic speed dating to group events and informal meetups in cafés.
Hop To Date came from the idea that dating events could be done differently. The idea was to make meeting new people feel more relaxed and spontaneous, without the pressure often associated with classic dating formats.
The concept was new, unproven, and came with open questions. Would people show up? Would they understand the format? And what kind of communication would actually resonate with them?
At this stage, the goal wasn’t scale. It was to see if the concept worked at all.
The objective was to test Hop To Date in real conditions. SmartFlash needed to understand how people responded to the concept, what worked in practice, what didn’t, and how the events and communication needed to be shaped before committing further.
Instead of guessing, pilot events were organised in multiple countries. Each country hosted several events in different cities to see how the concept translated across locations and audiences.
During these events, we watched who actually showed up, how people experienced the evenings, and where things started to feel confusing or uncomfortable. At the same time, reactions to advertising and content were monitored to understand what triggered interest and what didn’t.
Feedback didn’t come only from data. Conversations with participants, both online and during the events themselves, played an important role in understanding expectations and frustrations.
Based on what came back, changes were made along the way. Locations, event formats and matching methods were adjusted to improve flow and comfort. Communication during the events was also tightened. We made sure people had a way to ask questions, even if no organiser was nearby.
What are the outcomes of this project?
The concept was tried in different countries, and the reactions weren’t the same everywhere.
Some participants didn’t connect with the format, while others reacted very positively and returned for multiple events. That contrast was valuable. It showed where the concept worked, for whom, and under which conditions.
Over time, the adjustments made the events easier to follow, better organised, and more enjoyable for both participants and the team behind them.
By not just pushing a new concept online, but by testing your idea in the market and experiencing every step both as an organizer and as a visitor, you gain insight into both worlds and can adjust along the way.