Audience Research and Profiles

Audience Research - Using uktribes.com

Young Alts - they will try everything Alternative

from grunge to hardcore.Skaters - they show their clear passions, hobbies,

interests, language, media and venues that “hold them together”.Hardcore - they have a “screaming genre” of punk. They also wear

distinct clothing.Hardcore Gamers - those

who play all types of games across many types

of platforms. Superfans - these are the active geeks. These are

creating online profiles to express their passions.Metallers - they love to

listen to music, wear band t-shirts.

Punks - the punk subculture is more

“diverse and interconnected than ever

before”.Geeks - knowledge is cool

now!Cosplayers - people who are obsessed with the

Japanese culture including gaming, anime, manga

and role play.

Chavers - “all about the big night out; drugs, booze, dancing and

getting smashed with their mates”.

Fan Girls - people are own profile across many media platforms, following their favourite celebrities 24/7.Chavs - they are inspired by Leading Edge trends.Sports Junkies - they are the most aspirational and the least influential. They

will do anything for sports.

Blingers - “all about TOWIE inspired body con, fake tan and VIP service. Townies - “they are at the bottom of the influence pyramid”. They go high

street fashion shops, pop chart music and Saturday

night TV. Boy Racers - mainly

males who are focused on motorsports and cars. Makers - they are into

anything creative - photography, art, craft,

music, film and blogging. Rahs - inspired by Made

In Chelsea.

Activists - they are on the front line of protests and helping the politicisation

of UK Youth.Creatives - they are

constantly creating new content like music,

promote club nights, start indie brands and create

festival stages.Urban Artists - enjoy

things like rap, beatboxing, spoken word,

graffiti.DIYers - creative, “tech savvy self-starters that being culture to life for

Tribes today”.Scenesters - “encapsulate

everything the Hipsterdom has failed in

recent years”. They choose their own style of

fashion and music.

Get Paid Crew - aspirational, “driven by money and being own

boss”. Stylers - “representing status and style, it’s

about partying, looking good and staying ahead

of cool”.Trackies - laid back,

“motivated by the need to chill”. They like to hang

out with friends, play sports and games, watching films and listening to music.

Wasteman - “rebellious, loud and little bit dodgy”. Part Chaver, Have, Trackie

and Get Paid Crew.

Trendies - “driven by beautiful things and

beautiful people”. They love fashion.

Vloggers/Bloggers - they are inspiring a whole

generation and how they should live.

Hypebeasts - Urban and Skater inspired. They like Hip-Hop and electronic

music, niche knowledge, sportswear nd limited

editions. New Casuals - the

opposite of Hypebeasts. “Football mad lads”. They

like “underground club music”, “understated

fashion”, festivals, fashion and football, but

Hypebeasts are willing the get there first. Hipsters - mainly

teenagers who like Primark, skinny jeans and

glasses.

DIYer

Creative

Audience Research - Final DecisionAfter looking at all of the tribes and types of people in the tribes, I have decided that my main targets are Leading Edge and Aspirant. In particular, I have decided to focus on six subgroups - Creative (Leading Edge), DIYer (Leading Edge), Hipster (Aspirant), Hypebeasts (Aspirant), Maker (Mainstream) and Vlogger/Blogger (Aspirant). I have chosen to focus on these subgroups because my magazine is targeted towards English readers who enjoy the K-pop genre. All these subgroups suggest that they either use their creativity as an interest, use the internet to discover new things or generally like to be different (and like K-pop in the UK is quite unique, not many

people know or like the K-pop genre in the UK).

Maker

Vlogger/BloggerHypebeasts

Hipster

Audience Profile - Male and FemaleKey: male, female, both

Name: Mimei Pain, Duncan Pain.

Age: 20, 22.

Interests: photography, individuality, Korean culture, K-pop, games, Japanese culture, unique hair colours, fashion.

Languages spoken: English, Japanese, Korean.

Hobbies: taking photos, listening to music, dancing, singing, watching films (Korean, Japanese and English), playing games, watching anime.

Occupation/Profession: Vlogger, blogger, studying film, studying media production.

Favourite shops: envylook.com, yesstyle.co.uk, k-skit.com, Beanpole.Favourite bands/artists: BTS, EXO, Infinite, UP10TION, BIGBANG, SHINee, Girls’ Generation, GOT7, Seventeen, Twice, BLACKPINK, KARA, April, Fall Out Boy.

Favourite magazines: Vogue Magazine Korea, Grazia, Design, Vivi, Tokyo Journal, High-Cut, Singles, Huge, Manga Burikko.