26 After LGBTQ+ users told the dating app Hinge that it wasn’t serving them effectively, the company conducted a study on themselves, asking their nonheterosexual users about their experience on the platform. Hinge found that 80% of nonhetero users didn’t think the app was properly catering to their dating needs. They had difficulties filtering through profiles and accurately portraying themselves and their needs via the app’s prompts and dating preferences. Hinge heard these complaints and responded by publishing an LGBTQ+ dating guide that answers questions about sexuality, gender identity and the challenges of navigating dating in a more fluid world. Acknowledging their faults and empathetically taking this feedback into consideration, Hinge has now added a Not-So-Frequently Asked Questions (NFAQ) guide to the app, better equipping both hetero and nonhetero users to be more accurate in their dating search and better able to manage interactions online around sensitive topics. Note: Case studies are based on outside reporting and were not part of the Brands in Motion survey. Case Study: 26