Group items tagged

Traditional segmentation studies group people according to attitudes, needs and behaviors that relate to a specific product category. Tribal analytics complements segmentation studies, adding a layer of richness and dimension to them, by illuminating how people naturally self-organize into “tribes” based on shared values, interests, preferences and behaviors that transcend categories.

Tribal analytics was built on the premise that people aren’t fixed nodes. They evolve within a larger social ecosystem. Their values, preferences and behaviors shift as social and cultural norms do.

The God Squad – this large group is principally, but not exclusively, defined by it faith and belief in God. Land of the Free – they are an amalgam of the most traditional values of duty and responsibility, perseverance, simplicity, and optimism. The Happy Hedonists – optimistic and adventurous, this small but mighty tribe is chiefly characterized by its focus on material possessions. The Adventurists—rebellious and adventurous, members of this tribe love new challenges and energetic activities. Go With the Flow – Zen, balance, and leading a personally fulfilling life are their top priorities. The Dutifuls – this tribe includes people who are, above all, modest in everything they do. They place extra value on authenticity, honor, compassion, and trustworthiness. The Persistents – tribal members see themselves through the prism of dealing with life’s struggles, perseverance, the determination to move on, even against all odds.