On dating apps, users can at times be spoilt for choice. This may result in us not placing as much emphasis on the actual search for a partner that older generations historically did. Here, behavioural scientists look into how heterosexual women and men make their choices when selecting a romantic partner. As behavioural scientists, we have a keen interest in how people make decisions, and particularly how these decisions incorporate a range of emotional, cognitive and psychological factors. Choosing a life partner is arguably one of the most important decisions a person can make. And research has shown the most common way to do this these days is to go online.