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StatSocial Digital Tribes - Overview

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Our data scientists modeled the entire US
population into 100 unique digital tribes. Using
billions of inputs for over 120M US consumers,
we have segmented naturally occurring
population digital tribes across distinct
demographic and household types, personality
traits provided by IBM Watson, combined with
people’s passions, which we have sourced from
their social activities online.
For those familiar with traditional cluster models
such as PRIZM, Personicx, Mosaic, and
Tapestry, we believe this layer of social
behaviors and personality traits, which only
StatSocial can offer, provides the richest
possible insights into what motivates different
types of people. You’re going to love the
context our digital tribes provide.

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StatSocial Digital Tribes - Overview

  1. 1. Our data scientists modeled the entire US population into 100 unique digital tribes. Using billions of inputs for over 120M US consumers, we have segmented naturally occurring population digital tribes across distinct demographic and household types, personality traits provided by IBM Watson, combined with people’s passions, which we have sourced from their social activities online. For those familiar with traditional cluster models such as PRIZM, Personicx, Mosaic, and Tapestry, we believe this layer of social behaviors and personality traits, which only StatSocial can offer, provides the richest possible insights into what motivates different types of people. You’re going to love the context our digital tribes provide. StatSocial builds consumer insights from user engagements on social media, translating those behaviors into a taxonomy of 80K segments (brand affinities, interests, tv shows, influencers, and IBM Watson Personality Insights).
  2. 2. US Population: 6.7M
  3. 3. The end of 'Twilight' by no means marked the end of mopey, teenaged vampires, werewolves, and unblemished young people chasing after those things that go bump in the night. This group displays a partiality to TV serials of a "Young Adult" sort, that forgo the scary side of horror to focus more on its once, and far too long overlooked high school melodrama elements. The pleasant appearing stars of these properties are the defining shared affinities among this group. IBM Watson's Personality Insights says this lot is Neurotic and outgoing. The same could be said of Frankenstein's monster (has a teenaged version, with unusually good abs for a reanimated corpse, been attempted?
  4. 4. This group is made up of 75% women and they’re in their mid-to-late 40s, living in rural areas. They’re very into residences. Where these residences are located, how they might be improved, what improvements their owners have made to them, what improvements might be made to their own homes, and so forth. The Conscientious can be found here profoundly, IBM Watson’s Personality Insights® adds that here Neuroticism is scarce. The shared affinities that bring these folks together? Publications, cable channels, and stores catering to home improvement. Some of TV’s best-known carpenters, or facsimiles thereof, also pepper the list.
  5. 5. This group of largely 30-something, urban and suburban women are an Agreeable group, according to IBM Watson's Personality Insights. They are also, to a lesser degree, Extraverted and Neurotic. Their greatest shared affection is a love for the latest insider scoops originating from Tinsel Town, and other places where the famous, fabulous, and generally widely well-known dwell. The Gospel according to Perez Hilton, E! Online, and People.com are readings of which they partake on a daily basis.
  6. 6. This group of rural residents is made up of 72% women in their mid-30s-to-early-40s. IBM Watson's Personality Insights finds this lot substantially Agreeable, and then Conscientiousness but not to such a dramatic degree. They are not Neurotic. What bonds them together is theiir interest in spiritual concerns. Pteachers, gospel singers, and the like, dominate the list of shared affinities. They enjoy Joyce Meyer's positivity-centric 'Enjoying Everyday Life' podcast, as well as the works of noted minister Paula White..
  7. 7. This group of 30-something urban-dwellers, 69% female, and in their 30s, share affinities for an eclectic mix of singers, TV personalities, actors, and even illustrators. The folks they admire hail from places as geographically diverse as Mexico, Colombia, Puerto Rico, and Guatemala. What the objects of their affection share, though, is they are all celebrities from Spanish speaking, Latin American countries. Our data in marriage with IBM Watson's Personality Insights tool has been able to determine this group is Open to new experiences to a degree well exceeding the average. While not at all Neurotic, they are also even less Agreeable and Conscientious.
  8. 8. This group consisting of 76% women, from deeply rural surrounds, and in their 40s, are people with an interest in spiritual matters. IBM Watson's Personality Insights has derived from our data that this group would make pleasant company. They are notably Agreeable, Conscientious, very outgoing (or Extraverted), and not the slightest bit Neurotic. When it comes to being Open, they do dip a bit below the average. They know what they like and care about. Their shared affinities include megachurch ministers, popular Christian rock bands, inspirational podcasts, and the like. All signs point to their congenial demeanors being underpinned their spirituality..
  9. 9. The billion dollar superhero movie franchises, the ubiquity of all things related to 'Star Wars,' and the lucrative video game industry might prompt one to contend that genre entertainment fandom is no longer a niche thing. This lot of scientifically minded fans of sci-fi and fantasy media have carved out their own space all the same. They are pimarily rurally located, 55% male, and in their late-30s to early-40s. They love 'Star Trek,' in its various TV guises. Matters pertaining to 'The Next Generation' are particularly well represented. 'Dungeons & Dragons' and Neil deGrasse Tyson pop up. IBM Watson's Personality Insights says they're not Agreeable, and a smidgen Neurotic.
  10. 10. We want to help you transform how you understand and connect with your customers.

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