Audience Profile based on 'Find Your Tribe'

Mosher's

What is 'Find Your Tribe'?

Find Your Tribe was started by Channel 4 in an attempt to gain insight into the UK youth so they could direct better advertising at them. The UK youth is split up into many different types of people which Channel 4 named as tribes, there are 5 main sections (Mainstream, Leading Edge, Alternative, Urban and Aspirant) and each have tribes associated with them. The reason that UK tribes have so many tribes under these 5 main sections is because the youth culture have a tendancy to group where they find people with similar values, if there is one large tribe whose members can be further divided by a difference in opinion then two seperate tribes are born of this one original tribe that share many values but differ in others. This is why there are now so many sub tribes of metal of example. Each of these tribes, while sharing some values, have some different ideals, and it is targetting these ideals that makes advertising so easy to adept to a niche audience. Channel 4 used an online survey of as many young people as they coulod get as well as getting people out in the street to question young people on their likes, dislikes, media usage and so on until they could find a tribe for them to belong in. Each tribe has some specific markers that make it unique, and it is this that media marketers need to know.

The results of the survey gave marketers a guide that showed them how to appeal to thier target audience for the 16-26 ages. For example Metalheads prefer listening to radio over going to the cinema so advertisers could use that to target Metalheads by using radio advertising, while for Geeks, or PC World tribes using the internet would be a better way. Channel 4 wanted to set themselves up as a key player in identifying new niches for advertisers to use, and they hope to stay in this position by constructing an up-to-date guide to the every-changing dynamics of youth culture.