Audience Research

UKTribes

UKTribes.com is a which catalogues information the various sub-cultural groups which exist in present day young society. This website will be useful to our group as it will give us an insight into the styling and brand affiliation of the characters. It will also allow us to target our project towards a specific audience.

The research conducted on UKTribes shows that there are fewer hard bounderaies between social groups as in the past, with complex relationships between each group. The website also states that the groups of those containing 'alternative' media tastes are now sufficiently large enough to not denote outsider status for the individuals. As such, the alternative crowd of young people can be considered as entering into the mainstream. The website describes individuals in the alternative group as conforming to their peers, and being different as a group, rather than by themselves.

Due to the groups interests, the project has taken an alternative stance by default, however using this information will allow us target more specifically towards our youth target audience.

The research conducted by CrowdDNA shows that brands favoured by the young alternative crowd include H&M and Vans. This information will allow us to give the characters accurate and believable styling and costume for the characters.