2. BackgroundIdentifying the tribes - Methodology - Video - The
tribal mapTargeting using Youth Tribes - Survey, TGI fusion and
segmentation - The macro segments - Examples of tribal media - Case
study: Targeting the Aspirant Mainstream
3. Background
4. UK Tribes is a product of Channel 4s ongoing ambition to
understand youth audiences In a nutshell, its a segmentation of the
16-24 market. What makes it unique is that the groups are described
by young people themselves, in their own terms. This map was drawn
by a 14 year old boy when asked to describe his area.
5. Our first task was to investigate which tribes young people
identify with in 2010.Identifying the tribes
6. We knew that some of the more niche groups would be
difficult to reach - youll never find a Street Rat on anMethodology
online research panel so we decided to hit the streets and
interview the young people we found there. Interviews 200 in street
vox pops London, Norwich, Cardiff, Liverpool, Glasgow Open
questions about tribes, then prompted with list Discussion Group 6
youth experts (journalists, researchers etc.) 6 young people from a
wide range of backgrounds Structured discussion about current youth
culture
7. First, we asked about the factors which bring young people
together and create tribes.Then we asked respondentswhich tribes
could be found in their area Finally, we asked them what tribe they
belonged to. This video can be found at:
http://www.youtube.com/watch?v=q0E89CRoJmM&feature=player_embedded
8. In the end 23 tribes were identified 2 less than last year.
Get Paid Crew Skaters Metalheads DIYersBlingers Emos Trackies
Sports Junkies Young Alts Street Rats Scene Kids Casuals Gamers
Chavs Boy Racers Geeks Ravers Indie Scenesters Townies Trendies
Hipsters Rahs Craft Kids
9. For detailed information on all the tribes please visit the
website. Weve commissioned om articles, photographs andvideo
content to bring each group to life es .c kt rib w.u w w Your
password is: iblametheparents
10. Having identified the tribes, our second objective was to
develop a tool which would help us target youth audiences.Targeting
usingyouth tribes
11. Previous experience has told us that targeting at a tribal
level is often too complicated. Unfortunately it just isnt
practical to create different strategies for each of the 23 groups.
Macro segmentation So we decided to group similar tribestogether to
create five macro segments. The segmentation is based on the key
factors which define tribes: music, fashion, hobbies, interests,
attitudes and culture
12. Once the five segments had been identified, a large scale
survey was undertaken. We interviewed a sample of 4000 16- 24s,
selected to be representative of the national population TGI fusion
The results of the survey were then fused to the TGI dataset so
that Tribes information is availablealongside the familiar TGI
questions. The fusion provides us with detailed media, brand,
attitude and behaviour information for each macro segment, enabling
deeper understanding and precise targeting
13. The first and largest segment is the Mainstream:The
Mainstream is the biggest part of the market, butwith
alternative/trendy lifestyles and music now much more accessible,
the various Mainstream Tribes also lose much of their membership in
later years. Those who remain tend to specialise into more
aspirational subsets like Casuals, Boy Racers and Sports Junkies.
Siege mentality makes the alpha males among Mainstream tribes
suspicious of trendy music or clothes and quick to criticise peers
who seem to be standing out. Big brand sportswear and high
streetfashion dominates with Mainstream tribes, and music, even for
Ravers, is mostly commercial. Mainstream - Casuals - Street Rats -
Townies - Boy Racers - Chavs - Sports Junkies - Ravers
14. The TGI fusion provides us with a wealth of information on
the mainstream segment. Here are a few examples. Slightly older and
lower social grade Fashion choices heavily influenced by television
Not ambitious, but confident about their future Unconcerned with
political issues MainstreamMost likely to desire a top of the range
car
15. Segment 2: Rahs and Trendies make up a significant
proportion of the youthmarket, and their spending habits puts both
Tribes in the most desirabledemographic for marketers.
AspirantMainstream kids will spend money to Aspirant Mainstream get
the look, the music and the - Rahs lifestyle they want and the
effect they are going for is expensive. - Trendies
16. Some key facts from the Tribes dataset: More likely to be
female, upmarket and younger Keen to travel and give something back
to society LOVE fashion, and particularly admire the style of
Prince William! Aspirant MainstreamThe most likely to worry about
violent crime, but least likely to be a victim
17. Segment 3: Possessing an alternative taste in music and
fashion no longerautomatically denotes outsider status. Instead,
this segment makes up a significant slice of the youth market,with
the internet helping to smash thebarriers to the Alternative
lifestyle. Anenthusiasm for indie fashion and bandculture is now
almost obligatory in the development of middle class teens.
Alternative - Scene Kids - Metalheads - Emos - Young alts. -
Skaters - Gamers
18. Some key facts from the Tribes dataset: More likely to be
male, upmarket and younger Most common in the North, West and
Scotland Love going to gigs and downloading and sharing musicTech
savvy and more likely to use video on demand Fashion choices are
inspired by favourite musicians Alternative
19. Segment 4: Leading Edge tribes are the smallest segment in
the youth market. However, they drive taste acrossvirtually all
other sectors, impacting on the listening habits and fashions of
everyone from rural teenage Emos to the stars of US hip hop. These
tribes stand at the gateway of popularculture, and are the main
influence over other Tribes like the Young Alts. Leading Edge -
Indie Scenesters - Hipsters - Craft Kids - Geeks
20. Some key facts from the Tribes dataset: Love all things
niche and cutting edgeFound all over the UK, NOT just in London
Most concerned with global and political issues Leading Edge Love
to party: take more drugs than any other group Hate sport!
21. Segment 5: Urban music is the most pervasive and
Urbaninfluential genre in popular music, topping the charts around
the world and sound-trackingthe lives of many different Tribes.
Members ofthe Urban segment are therefore very close to - Blingers
one of the biggest cultural signifiers in the youth market although
in planning terms, - Trackies genuine Urban segment members make up
a - Get Paid Crew small slice of the market. - DIYers
22. Some key facts from the Tribes dataset: Urban Male, younger
and lower social grade The most diverse segment in terms of ethnic
background Mix fashion influences to create own style Love
sportAmbitious: the most likely segment to desire a high powered
job
23. Aspirant Leading Edge These charts can be used to
demonstrate the tribal profiles of brands and media. The following
slides contain a few examplesMainstream Alternative Urban
24. Aspirant Leading Edge Mainstream Alternative UrbanFirst or
second favourite TV channels
25. Aspirant Leading Edge Mainstream Alternative UrbanFirst or
second favourite TV channels
26. Aspirant Leading Edge Mainstream Alternative UrbanTV
channels watched in last week
27. Aspirant Leading Edge Mainstream Alternative UrbanWebsites
visited in last 12 months
28. Aspirant Leading Edge 4% Mainstream Alternative Urban%
ownership