Channel 4: UK tribes

This article describes long-term research by Channel 4, the UK television network, which focussed on 16-24 year olds' cultural and lifestyle preference.

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...

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