UK Tribes started in 2005 and when Channel 4 ran a project called TV Glue. A small part of this project focused on youth culture and different social tribes which are based on fashion, the music they listen to, sport, technology, their aspirations etc. This became a big hit, and so UK Tribes was born to explore the honesty of youths by being described by youths themselves.
UK Tribes gathered their information through qualitative techniques which included: desk research, online forums, depth Interviews, expert interviews with marketers, media, event promoters, DJs, fanzine editors etc. video and picture diaries, SMS-derived insight, a UK network of young people providing regular trend reports. They also used quantitative techniques by creating an online survey called Find Your Tribes. It allowed the young people to have their identity defined, and this allowed Channel 4 to gather data on youths preferences across over 250 types of media and brands. Also on their lifestyles and attitudes.
The information produced on UK Tribe's website, has become very useful to many marketers. When promoting for example a band, aiming the advertisements at the correct target audience is very important. Marketers may find this website helpful because it helps to explain exactly what ype of things would appeal to a certain style or group. Things such as dress codes, colours, music, hairstyles, media consumption, idols can be used in advertisements to attract the right audience. Also, TV shows or websites could even find UK Tribes' information useful. Social networks such as Facebook is where the majority of youths will view advertisements and UK Tribes is specifically a description of young people's tribes and groups. Therefore, it is important that Facebook knows exactly how to target each individual tribe in the correct way, usuing many different advertisements at once. Marketers of festivals are mainly introducing music to young people, and because UK Tribes largely includes the idea of music in its website then it will be very useful.
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