I’ve heard it first couple of weeks ago in a talk with Charles Leadbetter for the launch of his new book. And it’s one of this things that resonate so powerfully with what we experience in the sphere that it immediately been adopted as the mantra of the day.
Last week Channel 4 proved to adopt this mantra when they invited people for a breakfast talk about this fantastic initiatives called UK Tribes. C4 has commissioned an enormous piece of youth research to understand the cultural properties that young people gravitate around in contemporary Britain. Using online forums, group discussions, e-mail and SMS interviews, and the deposition of lifestyle journalists to find “street-level input”, UK Tribes project offers a remarkably detailed glimpse into youth attitudes and trends.
Not only have they shared some great insights - at the end of the presentation they gave us access details to the password-protected database for us to go and further explore this goldmine.
So many thanks and kudos to C4 - you’ve made my day.
Comments 3
Thanks for pointing this out Asi. Are there any more details you can share - a site, blog posts, etc?
Posted 07 Apr 2008 at 3:10 pm ¶The site is uktribes.com and i suggest you contact Stephanie Matthews, Research Group Head at C4 for access details.
hope this helps
A.
Posted 08 Apr 2008 at 9:49 am ¶Its brillant isnt it. Working in a media agency we get crap research all the time. But this came around about 8 months ago and I almost fell of my chair. They have been doing it for quite a few years.
Posted 08 Apr 2008 at 4:24 pm ¶The thing I found interesting about it is the methodology they created to breakdown the barriers for that audience and the fact that they use it not just for selling to clients / agencies for brands. But insight for their own product / content development.
Keep up with channel 4 they have a lot of good research that brands can utilise. Check out propeller and foursite here
http://www.channel4sales.com/home
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