Friday 7 October 2011
Tribe Profile
How is uktribe gathered?
Uktribes used many qualitative methods when gathering information to find peoples 'tribes'. It used methods such as: desk research, online forums, depth interviews, expert interviews with marketers, media, event promoters, DJs, fanzine editors etc, video and picture diaries, SMS-derived insight and a UK network of young people providing regular trend reports. However the main way was an online quiz caleld 'Find Your Tribe'. This quiz allowed youths to enter relevant information about themselves and it would define the tribe they belong to whether it is emo, chav or indie. However, there are alot of issues with the way that Uktribes is gathered. It is a very deterministic way of labelling somebody as a specific tribe. Many people don't belong to a specific tribe, they change and create their own tribes by intergrating all tribes. Uktribes doesn't take this into account and just labels people as one thing. I think that Uktribes gathered information this way because it is easily analysed. By using objective data such as online quizzes, they get easy information that they can analyse and produce results quickly.
Who gathered it and why was it gathered?
Channel 4 gathered this data, the reason they did it was so they could find youth preferences and decise what shows youths prefered so they could show them, or to put them on their websites. The quiz showed whether youth prefered tv or interenet. This meant that channel 4 could appeal to their target audience better so they would be interested in that channel. Uk tribes was made to explore youth and acknowledge the way they really think and feel rather than stereotyping them and getting it wrong therefore the tv channel would not appeal to them.
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Good use of Prezi to present this in an interesting way.
ReplyDeleteAs a psychology student who often evaluates methodologies, I'd expect you to be able to answer this question "How is uktribe gathered?" with greater development. Why do you think this method was used? Develop your discussion here.
When you use Prezi, think about the 'Path' you lay and how easily it plays back. Is this the smoothest it could be? There's a lot of clicking for the reader - can you make it work better?