Channel 4 develops online research community, Tribes Live
Channel 4 has created an online community of 16-to 24-year-olds called Tribes Live, to help it and its advertisers and agency partners to understand younger audiences better
Young adult viewers who have registered with Channel 4 have been emailed invitations to join the community and fill in a questionnaire to determine what subculture (such as Emos, Hipsters or Scene Kids) is most relevant to them.
Tribes Live forms part of Channel 4’s ongoing research project, UK Tribes, and the Tribes Live community will be regularly asked questions on a range of topics such as media, lifestyle, brands, their aspirations and current affairs.
Channel 4 will use the insight gleaned from the research to inform programming and make it available to agencies and advertisers. Brands and agencies will also be able to use the community to conduct bespoke projects.
The broadcaster also hopes its community will get involved by blogging and posting videos in order to explain the trends and attitudes among their friends.
Sue Gray, the head of advertising research and development at Channel 4, said the initiative built on the "unique relationship Channel 4 has with young adults".
Gray said: "Over a third of all 16- to 24-year-olds in the UK have now registered with Channel 4, and our Tribes Live community enables us to engage a sample of these viewers and explore a broad range of issues with them in real time.
"We're looking forward to working with agencies and advertisers by extending the use of this immediately available community to our commercial partners, to give them significant insight into the entire spectrum of young adults – an often elusive demographic for traditional research."Follow @MaisieMcCabe
This article was first published on mediaweek.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Digital Media Senior Executive - Mobile - Leading Agency Ultimate Asset £23000 - £28000 per annum + Amazing Benefits, London
- SENIOR DIGITAL PLANNER - INTEGRATED AGENCY Live Recruitment £50000 - £70000 per annum, City of London
- Digital Marketing Manager - Ardington Ltd Ball & Hoolahan £Competitive Salary Package, South East
- Brand Activation Manager Ball & Hoolahan £36,000 + Car/Car Allowance, South East
- Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'
- Gatwick rolls out 'guess the X-ray' competition
- Dove launches first cinema campaign with 'real beauty' sequel
- IAB: ad is 'viewable' if half of it is seen for one second
- Powerade launches global World Cup campaign
- We Are Pi wins Wrangler's European creative account