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Channel 4: UK tribes
Includes video content
Recommended by Warc editors
MRS Awards, Finalist, December 2013
This article describes long-term research by Channel 4, the UK television network, which focussed on 16-24 year olds' cultural and lifestyle preference.
This article describes long-term research by Channel 4, the UK television network, which focussed on 16-24 year olds' cultural and lifestyle preference. This group was segmented into 'tribes' based on their preferences. Working over eight years, the research recruited people to an online community through a 'find your tribe' game. Weekly questions are put to the community, providing ongoing insight into the behaviours of each tribe. The research data has been used by agencies and brands to win business and understand their consumers. Findings include that young people have responsible attitudes towards work, are establishing their own businesses to earn more money, enjoy expressing individuality, and prefer brands that are 'real'.
Dealing with busy Teens: How understanding patients with a rare metabolic disorder helped Nutricia to engage with young teens using an online market research community
Includes video content
Recommended by Warc editors
Robert Dossin and Sarah Manley, MRS Awards, Finalist, December 2013
This article describes an online market research community used by Nutricia, the clinical nutrition group owned by Danone, to improve its engagement with teenagers in the UK affected by a rare metabolic disorder.
This article describes an online market research community used by Nutricia, the clinical nutrition group owned by Danone, to improve its engagement with teenagers in the UK affected by a rare metabolic disorder. The company had found that engagement waned as the people affected grew up, and wanted to understand why. The online community was used to understand the day-to-day lives of teens affected by the disorder. Lasting for three weeks, there was a combination of group discussions and private individual engagement with the moderator on sensitive subjects. The research showed that Nutricia needed to communicate in a positive and empowering way with teens, replacing a paternalistic approach.
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