Channel 4: UK tribes
Channel 4 Television and Crowd DNA
Summary
UK Tribes is Channel 4's long standing research into 16-24 year olds, which segments young people into a Tribe based on cultural and lifestyle preferences. Each Tribe is identified using a gang type name (Emo, Chav etc) and the approach used offers a unique way to understand the complexities of an ever evolving audience. The project has been live for 8 years and various different methodologies have led to Tribes Live, our online insight community comprising 25 different Tribes representing UK youth.
The community was recruited in a highly...