Audience Research

UK Tribes research
This is an analysis of the audiences that I aim to appeal to through my magazine, found on the Channel 4 website UK Tribes, to give me more of an idea of what my audiences are attracted to and interested in when concerning the media.

Trendies

Trendies were once an exclusive tribe, populated only by those with the access, knowledge and cash to spend on fashion. Now almost anyone can be fashionable thanks to the speed with which trends fly off the catwalk and into high street stores. The Trendies Tribe is increasing and with growth comes dilution and the potential for a reaction against this. How can Trendies be trendy if everyone is cool? 
The aesthetic awareness and thirst for new trends is blossoming across youth culture and drawing in new members. Accordingly, having the newest look or knowing about the newest trend is easier but means less than it did ten years ago. It's still important for the older section of Britain's youth though – Trendies tend to be in their early/mid 20s and are generally middle class. The Trendies Tribe is growing so significantly that fashionistas, a term once used solely to describe east London would-be stylists and fashion darlings, is growing in currency across the UK and is now used in more general terms to describe a more-trendy-than-average trendy. 
It's all about vintage for trendies. One-off pieces from eBay or charity finds are key, combined with staples from Topshop, H&M, Primark and Urban Outfitters, and designer goods which are increasingly pitched as realistic options for Trendies, like Acne, Luella, See by Chloe and Folk. Fashion heroes are Alexa Chung, Kate Moss and Daisy Lowe. Musically, Trendies are drawn to whatever is fashionable and tend to like things in the period just prior to their first hit and the release of their second album. They tend to like acts that are just about to make it big and once they have gained complete mainstream status, they move on.

Urban
Urban music is the most pervasive and influential genre in popular music, topping the charts around the world and sound-tracking the lives of many different Tribes. Members of the Urban segment are therefore very close to one of the biggest cultural signifiers in the youth market – although in planning terms, genuine Urban segment members make up a small slice of the market.
The Urban segment follows a typical pattern, with a small subset (the DIY-ers) who create and dictate tastes, and consumers who buy into the tribe and endorse that creativity in the shape of Blingers, Get Paid Crew and Trackies. Urban fashion and music extends into mainstream publishing and TV, but the core Tribe members are most influenced by what they see around them in their urban environments, in clubs and on social networks. YouTube, Myspace and Facebook are the most effective conduit to these kids.
Trackies are enthusiasts who don’t produce but enjoy consuming music and film with their friends. Their hooded tops are intimidating but their conversation is friendly, open-minded and laid back. Blingers are preoccupied with US music and icons, and spend big on label fashion. They are sometimes mocked, but everyone has a bit of Blinger in them. Get Paid Crew are a brash version of the traditional working classes, unashamedly driven by money but proud of their urban background. DIYers have identified the core of their lives, understanding their own culture and making music and media for themselves, with a lively local market and occasional global break-outs.

Leading Edge

Leading Edge tribes are the smallest segment in the youth market. However, they drive taste across virtually all other sectors, impacting on the listening habits and fashions of everyone from rural teenage Emos to the stars of US hip hop. These tribes stand at the gateway of popular culture, and are the main influence over other Tribes like the Young Alts. However, all of these Leading Edge Tribes are hard to manipulate.