Personality profiling has taken center stage, becoming a primary differentiator between onlie dating sites. Match.com has decided to throw their hat into personality profiling ring to attempt to catch up to industry leader Yahoo Personals. Again. I thought Match had a good thing going when they did a deal with WeAttract to provide personality tests on Match.com two years ago. That deal went sour and WeAttract licensed their testing system to Yahoo, which integrated profile answers into the search process, something Match never got around to accomplishing, which greatly increased the granularity of the Yahoo search process, as opposed to the usual geo-targeting/age/height search on Match.com.

From the press release:

Match.com, Inc., the world's leading dating and relationship company, today announced the beta launch of Chemistry.com, the first site to recognize that chemistry is essential to a successful, enduring relationship. Chemistry.com was built from the ground up using a fundamentally different approach, including: -- The Chemistry Profile(TM) personality assessment, which identifies the key factors that lead to truly successful relationships; -- An advanced matching and introduction process that gets members into the real world - meeting more of the right people -- faster; and -- A patent-pending system that gives members the opportunity to provide feedback along the way.

Chemistry.com is now available in the Denver, San Diego, Seattle and Washington, D.C., metropolitan areas, with plans for a national roll-out in early 2006.

I spend 30 minutes filling out my Chemistry.com profile, fibbing with a Denver zip code so I could sign up.

More later when I see what Member feedback, 1-2-3-Meet(TM) and the rest of the site features compare to competitors like Eharmony, PerfectMatch and True.com.

In the meantime, here's my Flickr photoset of some of the personality test screens.

[tags: chemistry.com, match.com, personality assessment]