What are synthetic audiences?
AI-simulated profiles of customer groups that you can ask questions. How they are built, what they are good at and what they do not do.
Read the text →Tribes
What is a tribe?
A tribe is people held together by a shared passion and its codes, not by age, income or where they live. That is why it has to be understood differently from a target group.
Where the concept comes from
In Le temps des tribus (1988) the sociologist Michel Maffesoli described how people in modern society gather in fleeting, emotional groups instead of fixed classes. Bernard and Véronique Cova brought the idea into marketing: in a tribe, what links people together matters more than the product. In consumer culture research the groups are called consumer tribes.
A tribe is not a community
A community is a place: a forum, an association, a hashtag, an event. A tribe can consist of many of them and gathers in them for a while at a time. People also belong to several tribes at once. Someone who only sees a community sees one of the places, not the culture.
Why it matters to you
The same campaign can be relevant to the individual and still break the tribe’s codes. A target group description captures who buys. A tribe captures what the purchase means, and whether your message belongs in the culture.
How a tribe is mapped in Svava
Svava maps a tribe with The Tribal Map: a core of values and meaning, and six dimensions around it.
- Artefacts: the things that carry meaning.
- Spaces: the physical and digital places where the tribe gathers.
- Influencers: those whose judgement weighs most.
- Stories: the stories the tribe returns to.
- Language: the words and tone that show you belong.
- Experiences: the rituals people share.
The answer from a tribe profile shows where the tribe holds together, where it comes apart and who would act, wait or object.
The library
More texts.
Synthetic audiences or a web panel?
They answer different questions. A web panel tells you how many people think something. Synthetic audiences show why customer groups think differently, the same day the question comes up.
Read the text →How accurate are synthetic audiences?
It depends on two things: how much the profile knows about the group, and what kind of question you ask. The research shows both what works and where the limits are.
Read the text →Book a demo. Bring a real question.
We build a first example together in the meeting, around a question you are actually wrestling with. 30 minutes. No sales slides.