Find Your Tribe/UK Tribes Profile

Find Your Tribe/UK Tribes is an Internet-based survey split between two websites; findyourtribe.co.uk, a questionnaire/survey for young people living in the UK to determine which social clique or 'tribe' they belong to; uktribes.com, which displays information on the tribes and subcultures young people associate themselves with, the results of the survey and youth-related news. The information was gathered by Channel 4 by use of the survey site and interviews with young people on the street. The information was gathered to identify and classify groups of youths in Channel 4's audience to cater their content to the largest demographic, thus opening up a larger youth audience. Channel 4 finds a large fraction of their audience in young people and the information taken from the survey can show them which youngsters to target with specially catered content.

My target audience's tribe on Prezi

Marketers may find this information extremely useful for targeting specific audiences with their products. Knowing the social norms and material preferences of the demographic allows for companies to cater their products to the chosen audience, attracting the preferred consumers with aspects that are uniquely appealing to them. If a tribe is recorded in the survey to be using the Internet more often than other technologies and sources of media the company can focus their advertising campaigns on websites.

In the lesson we were asked to go to findyourtribe.co.uk and fill out the questionnaire in both our own and our target audience's view to determine which social clique we identify with.

Answering the questions as honestly as I could, I was given the result of 'Skater'.

You are a Skater! You go on the rule ‘if it ain’t broke, don’t fix it.’ Skater culture stays the same – as long as there is concrete to grind, trainers to ruin and rock to rock to. You like the implicit rebellion of skating in the urban jungle – and regularly record your stunts to show other skaters what you’re up to – but you would run a mile if you saw the police heading to your latest spot. You don’t want no trouble.

My target audience was displayed as 'Mosher'.

"You are a Mosher! To join this tribe is easy – it’s mainstream alternative. Pick up a long coat like the one from The Matrix, spike your hair up to one Mohawk and add a snarl of misunderstanding. Music is your life – as long as it’s loud and as long as it rocks. Your iPod is permanently plugged into your ears, volume up to 11".

In my opinion the questionnaire was somewhat inaccurate in it's classifications and somewhat patronising, possibly due to the absence of certain subcultures and the need to place a participant in a single tribe instead of being on the fence for a variety of groups.