Taco Bell’s Hungry Digital Tribes — StatSocial Exclusive

May 30, 2019 | Insights

Here, at this fine fast food eatery, we can see evidence of the Digital Tribes Generation Skate, You Can’t Improve Perfection Sweetie, Whatever Happened to “and Crafts”?, Zachs and Codys, and Willie, Mickey and the Duke. After you’ve read the informative entry below, return to this picture and see if you can spot them all.

Before we begin, you might want check out this link out.

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StatSocial Digital Tribes

This entry is focused on one notably special set of data: StatSocial Digital Tribes, a model of the U.S. population broken down into 100 distinct market segments. Seeing which Tribes are present, and in what proportions, grants our users quick, crucial, and unprecedented insight into the humans who make up a given audience.

StatSocial is the first platform of its type to integrate earned social media engagements and Personality Insights® (powered by IBM Watson); this, in turn, enables us to provide these utterly singular segmentation models.

Highlighted within each Digital Tribe segment are the complementary data forces that are crucial in making StatSocial an indispensable resource: Demographic and psychographic insights.

Demographics are essential, as they establish the fundamentals of who your consumer base is. Gender. Age. Marital status. State of residence. These are stats one would expect, at a minimum, from any insights platform. These answer, in a two-dimensional way, the “who” of your audience. But, psychographics lead our users to determining the “why.” Why do these individuals consume the product in question? While our data, in all respects, runs deeper, and reveals a more accurate and nuanced truth, this is one of the areas where we take those questions many believed would always be a bit of a mystery, and give concrete answers that can very well change a marketer’s entire perspective.

By allowing users an analysis of both sides of this data coin, StatSocial’s advanced segmentation tools enable brands, publishers, media buyers, and agencies to gain a comprehensive, in-depth understanding of their target audiences.

And now….Taco Bell!

Taco Bell is always current and always relevant. The restaurant consistently provides diners a variety of flavors and distinctive textures that really cannot be found anywhere else.

This spring has found the beloved fast food perennial experiencing a wave of memetic positivity.

Back at the end of April, YouTube’s own beloved “Content Cop,” iDubbbz, uploaded a quickie video wherein he ranked America’s most prominent fast food chains on a tier list (apparently inspired by a common practice among hardcore fans of Nintendo’s ‘Super Smash Bros.’ franchise, wherein the game’s many characters are ranked). Illustrative of how much YouTube viewers crave any new content from Ian (aka, iDubbbz), the concept quickly went viral.

After candidly sharing his feelings on numerous establishments, iDubbbz ranked Taco Bell highly, declaring it in a league of its own. He said that there were reasonable substitutes for every other chain in his survey, and then added (wildly paraphrasing) that only a run for the border can scratch a Taco Bell itch. Especially notable, as there were other Mexican-influenced fast food joints on the list.

H3H3 Productions — also hugely popular YouTubers who have collaborated with Ian in the past — joined in on the fun, and agreed with iDubbbz’s assessment of Taco Bell.

So, these past few weeks have provided the taco giant with a nice, unplanned bit of free viral advertising. These videos, all in all, have received millions of views. (BTW — If you’re interested in how StatSocial can help your brand understand and retarget your earned media audiences, click here)

Taco Bell, however, knows how to drum up their own kind of meme-ular, viral excitement. This month, they announced that for a limited time, starting on August 9, Palm Springs, CA will find itself home to a boutique, pop-up, Taco Bell themed hotel; The Bell: A Taco Bell Hotel and Resort

Taco Bell Global Chief Brand Officer, Marisa Thalberg, said to AdWeek, in an article published on May 16, “The Bell stands to be the biggest expression of the Taco Bell lifestyle to date. It will be fun, colorful, flavorful and filled with more than what our fans might expect.” (Highlighting ours.)

Here is a teaser video.

With this towering giant of affordable, delicious fast food evidently evolving into a fully-fledged lifestyle brand, a look at the population segments that have already most dedicatedly followed Taco Bell this far, seems an essential next step. The marketers and creatives involved should know who their devotees are, so they can convince them to follow the brand into its brave next phase.

Now onto the most prominent Digital Tribes to be found within Taco Bell’s American audience. We have used the presence of all the Digital Tribes within the average American audience as our baseline.

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Internet Inspiration

This tribe is made up of men and women in their 30s, who live well outside of the city. IBM Watson’s Personality Insights® has derived from our data that this lot is Agreeable and Extraverted. They’re also free of Neuroses, suggesting a confidence in their faith. The prominent partialities here are not just some of Evangelical Christianity’s big names, but specifically those inspirational personalities who have found success with Evangelicals online.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 50.80% greater than the baseline.

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Generation Skate

This bunch is composed of disaffected youth, in a decidedly suburban guise. All these kids need is a parking lot in which to loiter and upon which to skate. This is when they are most content (or happily malcontent). They love bands whose names are sentence fragments, and of whom you’ve never heard. One can’t help but think that even the 2019, 60-ish-years-of-age version of Slayer would reduce these kids to tears. IBM Watson’s Personality Insights® assures the requisite angst — or, if you prefer, Neuroticism — is present.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 36.39% greater than the baseline.

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Zacks and Codys

Here we have a group of teens and young women, more suburbanite than cosmopolitan, who came of age admiring Disney Channel and YouTube stars. When possible, they’ve followed these performers into their adult careers. IBM Watson’s Personality Insights® reveals this group to be outgoing and Agreeable. Also — perhaps owing to their youth —they are a bit neurotic. Their musical tastes lean toward the slightly more alternative shores of the mainstream. A gentleman with well appointed eyeliner playing a low-slung bass would not trouble them a bit. Perhaps accordingly, their politics lean a bit to the left.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 33.57% greater than the baseline.

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Willie, Mickey, and the Duke

This is a suburban bunch, made up of mostly men. They’re largely residents of rural areas, and are in their late-30s. Their common love is hardball. “The National Pastime,” when played professionally by its Major Leagues. You get the picture? We’re talkin’ baseball. The shared affinities among this gathering include players and teams, but even more so broadcasters and media outlets focused on the sport. When IBM Watson’s Personality Insights® does the talkin’, after analyzing this Tribe’s data it finds them least of all Extraverted and only slightly more Agreeable.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 27.17% greater than the baseline.

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Team Spirit

A young couple share their first married kiss at the wedding chapel located within Taco Bell’s flagship restaurant in Las Vegas.

These are rural residents, 72% women, in their mid-30s-to-early-40s. IBM Watson’s Personality Insights finds this lot quite Agreeable. They are not Neurotic. What bonds them together is their interest in concerns of a spiritual sort. Preachers, gospel singers, and other matters, activities, personalities, and entertainments tied to the church, 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.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 25.57% greater than the baseline.

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I Improve, Therefore I Am

These 40-to-50-something suburbanites are 74% female. IBM Watson’s Personality Insights® says they’re not Neurotic and are Conscientious. Their shared affinities revolve around self-improvement, with a pronounced emphasis on self-help gurus. This bunch may also seek actual gurus, as yoga is a mutual love. Spiritual centeredness seems to be of interest, as does Buddhism. No Oprah? Don’t worry she’s here. And to add that touch of quackery you might have been missing, ‘The Dr. Oz Show’ is present.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 22.27% greater than the baseline.

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Stuck Inside of Mobile

This is a suburban group, 59% male, and in their 30s. IBM Watson’s Personality Insights® tells us they’re not Neurotic. It’s not a specific brand of consumer tech upon with they’re fixated, but an entire area. Their mutual love? They dig Amazon AND Apple. The iPhone AND Kindle. They read Mac related publications and online tech-writers whose focus is primarily on Android news. The cherry on top? Some games and apps, mostly exclusively associated with mobile tech are peppered among their common interests.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 27.17% greater than the baseline.

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Alternative Nation

These suburban 20s and 30-somethings wish they’d been old enough to have seen Nirvana and Pearl Jam “in their prime” (or, in the case of the former, at all). Many of the bands they love not only still exist, but remain arena headliners. When grouped together as they are here, the 90s nostalgia is apparent. IBM Watson’s Personality Insights® tells us they’re Agreeable and Neurotic to equal but slight degrees. They are not Open, which their dogged dedication to what’s now classic rock confirms.

This Tribe dwells among Taco Bell’s U.S. diners to a degree 27.17% greater than the baseline.

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Take a Sniff Around


Insights on top of insights can be found by the curious reader who chooses to poke around the StatSocial blog here. Peruse the many entries, offering all kinds of insights, studies, and deep dives to better acquaint you with the capabilities of StatSocial.

Throughout the blog are many examples of the sorts of insights that can only be gained with StatSocial.

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