Find Your Tribe is a youth research program set up in 2005 by Channel 4 to discover the niche target audiences within youth culture. Channel 4 commissioned Crowd DNA(Ramp Industry at the time) to run a project called TV Glue,which looked to measure how TV could remain a unifying force in "the midst" of media fragmentation. A small section of this focused on youth culture and broke down the youth into tribes based upon music, sports, fashion and technology which glue the young people together. From this UK Tribes was created, extending the research, exploring the youth and discovering tribes described by the youths themselves. The primary idea behind "UK Tribes" was to research into minor social groups/tribes to gather information that may influence or develop television shows on the channel, all they wanted to know was about their TV use, from favorites to hatreds.
http://uktribes.com/about
Rah! There’s nothing like a good gaffaw on the young society scene for one’s weekend. Head up to Henley in the 4 x 4 with a bunch of mates from Bristol. It’s all about having fun right now, but you’ll ask Daddy to put the feelers out for that job in the city on Monday. There’s plenty of time when one is young, no?
Uk Tribe Target Audience:Rah on Prezi
What might marketers find useful from this information?
Marketers would find the whole of the research project useful, using all of the information to target specific niche audiences. This would be useful to cater to the likes and dislikes of the youth as well as discovering viewing times and how much a young adult watches television at specific times in the day. It makes marketers aware of the ranges of audiences, informing their work more, creating more effective products for these audiences. Not only will they be able to cater their work to the audience they will be able to see which niche audience or tribe views which programs, therefore increasing showings or developing another series, focusing upon the demand. Certain conventions and stereotypes can then be included in programs to get these audiences to relate to them making the end product more effective once again.
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