Demographics & Psychographic

Uk Tribes- What tribes are you?

Channel 4 Tribes:

Findings: young people were asked to describe themselves through numerous research activities and in turn, identified themselves as members.

Demographics

-Gender

-Age

-Social class

-Ethnic background

-Demographics

-Marital/family status

-Religion

-Interests

-Geographical location

VALS-Values, Attributes and Lifestyle

Primary motivation

                               Innovators

Thinkers.                Achievers.                 Experience

Believers.               Strivers.                     Makers

                               Survivors

A- upper class-high managerial

B- middle class-professional

C1- lower middle class

C2- skilled working class-skilled manual workers

D- working class-semi and unskilled manual workers

E- those at the lowest level of substance-pension

Psychographic

Mainstream-Seek security

Aspirers-Seek status

Succeeders -Seek control

Resigned-Seek survival

Explorers-Seek discovery

Strugglers-Seeks escape