Tribal Analytics reflects the complexity and multidimensionality of human nature. Allowing people to describe how they organize themselves and who they see as their peers, opens the doors to new levels of segmentation and empowers marketers to find language and symbols that speak to people as members of tribes that reflect our natural social order not just consumers of products part of a marketplace order. Click here to read Ogilvy's post on Fast Company: http://bit.ly/TribalAnalytics

1. Tribes
7 Neo-
TribalAnalyticsby John Zogby and Dayna Dion
The

2. Squad
Principally, but
not exclusively,
defined by its faith
and belief in God.
Tribes
7 Neo-
The

3. They are an amalgam
of the most traditional
values of duty
and responsibility,
perseverance,
simplicity, and
optimism.
Land
Tribes
7 Neo-
The

4. Optimistic and
adventurous, this
small but mighty
tribe is chiefly
characterized by its
focus on material
possessions.
Tribes
7 Neo-
The
Hedonists

5. Rebellious and
adventurous,
members of
this tribe love
new challenges
and energetic
activities.
TheTribes
7 Neo-
The

6. Zen, balance,
and leading a
personally fulfilling
life are their top
priorities.
Go
Tribes
7 Neo-
The

7. Modest in
everything they
do. They place
extra value on
authenticity, honor,
compassion, and
trustworthiness.
Dutifuls
Tribes
7 Neo-
The

8. See themselves
through the prism
of dealing with
life’s struggles,
perseverance, the
determination to
move on, even
against all odds.
The
Tribes
7 Neo-
The

9. Squad
Land
Dutifuls
The
The
Go
Hedonists
No tribe is an
island. Here’s
how they overlap
one another.
33%
27%
31%
31%
31%
15%
43%
30%
50%
7 Neo-TribesThe

10. FAST
COMPANY
TribalAnalyticsby John Zogby and Dayna Dion
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