CHANNEL 4

The latest phase of our Channel 4 youth research, Find Your Tribe is all about innovative means to quantitively research youth typologies, to put numbers to the rich findings created through our UK Tribes work. With the first edition of Find Your Tribe reaching 80,000 young people in 2006, the second edition of the site invites people to complete a fun, interactive, highly visual quiz, which asks them questions about their music, fashion, lifestyle, brand and media preferences; at the end defining which youth tribe each participant belongs to.

The results of the first phase of FindYourTribe have been deployed by many brands to understand the tribal profiles of their brands and competitors, and learn more about media usage. They kickstarted a fresh and challenging way to think about youth brands and help identify the most effective ways to engage and communicate with them.

Twenty-six short films have been created, one to illustrate each of the tribes. As well as featuring on FindYourTribe, these films have been disseminated across social media, with FindYourTribe Facebook and MySpace pages and groups now active. The FindYourTribe site also features a map, keeping a live count of which youth tribes are most prevalent in each region of the UK.

In addition, Crowd DNA has handled all media and social media relations on this project, driving activity on all levels from securing extensive coverage in The London Paper to widespread blogging relations.

Here's a few nice industry quotes about the tribes work

"Channel 4’s UK Tribes project has given us a fascinating insight into Britain’s youth. On Nike, we often find that media research dates incredibly quickly – as a brand that is an innovator by nature, it has been refreshing to see such unique and forward-thinking work. Everything from the unusual research methodology to the way the tribes are depicted on the site is
impressive."

Nick Ashley, Head Of Communications, Mindshare

"Tribes is challenging us the think again about how we effectively engage with young people."

Nick Tapley, Associate Director, OMD

"This innovative new work is being adopted by McDonald’s to help us examine our customers through a tribal lens, giving us fresh new brand and communications insight."