UK Tribes

In order to help us understand our target audience more, we used Channel 4 research on social groups to gain some insight, and in some ways be able to establish what tribe our target audience would belong to.

What is UK Tribes?
UK Tribes initially started in 2005, by Channel 4 in partnership with Crowd DNA (previously known as Ramp Industry). Crowd DNA ran a project called TV Glue, which analysed how television could exist as the force which unifies individuals in the midst of 'media fragmentation'. A small aspect of the project which eventually became one of the most important was looking at youth culture. Youth culture was analysed thoroughly and through a tribal breakdown (based on the 'social glues' - music, sports, fashion, technology etc) placed into tribes. Nonetheless when these tribes were presented to the media and marketing people, it was proven to be quite successful in attracting their desired target audience. Thus UK Tribes was established, with Channel 4 interest to extend their research further; exploring the youth in honest terms and as they perceive themselves.

Successful Channel 4 has been able to make their research genuine and real, avoiding generalisation which usually inform such studies that were conducted. Below is a flip book I put together which summarises how the UK Tribes identified the tribes: their:
      - Methodology 
      - Video (below the flip book)
      - 23 Tribes Found  




Meeting the UK Tribes



What I Found Out From UK Tribes 
From researching the UK Tribes I found that they grouped together the similar tribes with a system they call macro segmentation. Macro segmentation is based on the key factors which define the tribes; music, fashion, hobbies, interests, attitudes and culture. These key factors were able to form 5 segments:
    - Mainstream 
    - Aspirant Mainstream 
    - Alternative
    - Leading Edges
    - Urban 

Mainstream 
Mainstream is the first and the largest segmentation, it consist of the Causals/Townies/Chavs/Ravers/Street Rats/Boy Racers/Sport Junkies, however with alternative/trendy lifestyles and music now becoming more accessible, the mainstream tribes seem to have lost a few of their members in the later years. Those who remain according to UK Tribes tend to specialise into more 'aspirational subsets' like Casuals, Boy Racers and Sport Junkies. Nowadays it seems that the big brand sportwear and high street fashion dominates the mainstream and music. A survey was taken (TGI Fusion) to get understanding of the characteristics of the members of the mainstreams - the results were the members of mainstream are:
    - Slightly older and lower social grade
    - Fashion choices heavily influenced by television 
    - Not ambitious, but confident about their future
    - Unconcerned with political issues
    - Most likely to desire a top of the range car 

Aspirant Mainstream 
Rahs and Trendies make up the second segment, according to the UK Tribes Rahs and Trendies  make up a significant proportion of the youth market; their spending habits make both tribes one of the most desirable 'demographic' for marketers. Aspirant Mainstream members are keen to spend their money on their looks, music and the lifestyle they want - preferably the expensive one. TGI Fusion survey states the characteristics of the Aspirant Mainstream members are:
   - 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
   - They are most likely to worry about violent crime, but least likely to be a victim

Alternative

The Alternative segment consist of the Scene Kids, Emos, Skaters, Metalheads, Young Alts, Gamers. Possessing an alternative taste in music and fashion no longer automatically denotes a 'weird status. Instead this segment makes up a significant part of the youh market, the internet has helped to destroy this 'weird' barrier. Members of the Alternative according to the TGI Fusion survey are:
     - More likely to be male, upmarket and younger
     - Most common in the North, West and Scotland 
     - Love going to gigs and downloading and sharing music 
     - Tech savvy and more likely to use video on demand 
     - Fashion choices are inspired by favorite musicians 

Leading Edge
The Leading Edge segment is the smallest segment in the youth market. However UK Tribes states that the leading edge tribe drives the taste across virtually all the other sectors and has impact on fashion and listening habits of everyone from the 'rural teenage Emos to the stars of US Hip Hop'. The Leading Edge over the past years have become the gateway of popular culture and are the main influence over other tribes like the Young Alts. This segment consist of Indie Scenesters, Hipsters, Craft Kids and Geeks.The members of the Leading Edge as a result of the TGI Fusion survey are seen as:
    - Love all things niche and cutting edge
    - Found all over the UK, not just in London 
    - Most concerned with global and political issues 
    - Love to party take more drugs than any other groups
    - Hate sports

Urban 
The Urban segment is made up of the Blingers, Trackies, Get Paid Crew, DIYers. Research has found that the Urban segment is the most pervasive and influential genre in popular music, urban music has topped the charts all over the world. Research has also found that members of the urban segment are very close to one of the biggest cultural signifiers in the youth market - however genuine urban members make up a small slice of the youth market in the 'planning terms'. Urban members stated by the TGI Fusion survey results are:
    - Male, younger and lower social grade
    - The most diverse segment in terms of ethnic background
    - Mix fashion influence to create own style 
    - Love sport 
    - Ambitious: they are most likely segment to desire a high powered job   


Conclusion 
From studying the UK Tribes we have concluded our target audience will fit into the Urban segment and particularly in the Blingers tribes. The blingers tribes we believe sum up our target audience however it could be said that are target audience have some of the characteristics of the leading edge.

Here is a clip which sums up the characteristics of the blingers: 

Melanie Fiona - 4AM is aimed at women in particular those who believe they are being cheated one - should be able to relate.