Channel 4 have released the results of some youth research they begun in 2006 to build new dialogues with agencies and advertisers and to help shape more effective communication with young people.
The study is a guide to youth culture in the UK, from the street up. The 26 most interesting and influential tribes have been identified and brought to life through the interactive website www.uktribes.com. Users can explore tribal attitudes, motivations, music, fashion and art through video, photography, blogs, young journalists’ commissions and loads more.
Building on the qualitative foundations, we launched an online game to gain an idea of numbers. findyourtribe.co.uk was seeded on tribe specific websites and woven into editorial pieces.