The qualitative stage of this project identified 23 key tribes that truly define and capture contemporary youth culture. Whilst www.uktribes.com provides unique insights, it seemed the most natural progression to attempt to quantify the tribes and confirm our findings.

We knew that recruiting could pose a potential problem. How many Goths or Street Rats would answer a questionnaire on their local high street?

Our solution was to seed an online viral device, www.findyourtribe.co.ukin tribe-specific websites. A win-win situation for all. Users engaged with an entertaining quiz and were rewarded with an amusing description of their tribe and C4 now have a wealth of data on brand loyalty, media consumption and category spend, by each tribe.

If you'd like to know more about www.findyourtribe.co.ukor explore a new and fresh way to talk about your brand, please contact Steph Matthews ().