Problem: A prominent research agency had been tracking changes in attitudes to a major annual national event. Like many such occasions in these times of Black Lives Matter, this event has elicited a spectrum of polarised responses, with complex generational and social drivers that needed a new multidimensional framework to tease out the main influences.
Solution: Using the website’s Tag a Research Survey with geoTribes Segments the agency tagged their survey to add new dimensions and gain a better understanding of responses to the event, against key lifecycle stage and socioeconomic status (SES) groups. Analysis across the geoTribes Segments revealed three underlying trends…
1. Supporters for continuation of the event tended to be older (Survivors, Grey Power and Fortunats) and spanned all SES levels. These Tribes are typically more conservative and their personal values reflect a respect for tradition, preservation of social order and moderation.
2. On the other hand, those most passionately in favor of changing the event were clustered around the younger high SES Crusaders and Preppies segments, who have been exposed to liberal debate through university culture as well as having more progressive values generally.
3. For the younger segments, SES acted as a moderator with lower SES Twixters and Independents being less interested in the debate while even more disinterested were families facing other pressures in life, these included Suburban Splendor, DebtStars and Achievers.
Adding geoTribes Segments to the survey provided a concise way of summarising the key responses to the event, but it also provided a ready-made execution path to digital, social and OOH media for campaigns to influence the direction of future developments.