About UK Tribes and Find Your Tribe
UK Tribes was created by Crowd DNA for Channel 4 to discover more about young people in Britain. Nowadays, tribes are much more varied than they once were. For brands and companies it is very important that they know who their target markets are. To get the information, young people across the country were questioned about different aspects of their lives; for media, to aspirations, to their brand preferences. The information was honest and uncensored to create a data bank full of information. The company UK Tribes was created in 2005 to run a project named TV Glue. The project focused on how TV was part of society. A smaller part of the project focused on how ‘social glues’ affected youth culture, based on music, sport, fashion, technology, etc. This information was regarded as very important by marketing and media people. The research continued and extended its depth, it became more genuine and ‘close-up’ to avoid generalisation. All the information is from young people about themselves.
The research was conducted using two types of questions, qualitative and quantitative. Qualitative research included online forums, in-depth interviews, vlogs, etc. The quantitative research was made up of an online survey called ‘Find Your Tribe’. The first version, which ran in 2006, gathered data from over 50,000 people and version two, which ran in 2008, gathered 38,000+ people’s data.
The output created from the research was priceless; it allowed media and marketing people to find out about youth culture and what was happening in young people’s worlds.
Since the project started the data has changed, they started off with 23 tribes but gained 4 and lost 2), and it will continue to change as young people and their culture develops. While UK Tribes are recording this information they are building up an invaluable archive of young Britain.
My Tribe was an Indie Kid
My Target Audience's Tribe was Indie Scenestar
What Will Marketers Find Useful From The Information?
The information that has been made available by this project is very useful for the media and marketers. Before the survey there wasn’t really any ‘real’ information about the youth of Britain that was constantly evolving. Now if the information is used it is up to date as possible because as more data comes in from ‘Find Your Tribe’ the data is updated. The breakdown of the segments and tribes allow the information to be specifically tailored to which audience the media and marketers are looking at. The media information will allow marketers and media personnel to promote their products to their target audience through the right social networks, magazines, TV channels and online sites. For example, if a marketer wanted to promote a new magazine they put adverts on Channel 4 and Channel 5, as they are the channels the target market have said they most watch. The media consumption section shows how much the certain tribe spends on each type of media, again in the case of the tribe for my target market; there would be no point me trying to promote my band using the TV as overall not many people from the target market watch the TV, instead I would use most likely the internet as it is most heavily used by my target market. The section on brands allow the media and marketers to find out what sort of other products the target market likes, for example, the tribe I looked at did lots of online shopping so to create a wider brand for my product I could set up an online shop to sell merchandise. Much like Josh Franchessi from You Me At Six and Jack Barakat from All Time Low has done who have their own or are part of a clothing line, (Down But Not Out and Glamour Kills).
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