SUBCULTURE:
Swifties
One of the most dedicated fanbases: Taylor Swift Fans. We researched their behaviors and relationships with both Taylor Swift and other Swifties. From our collected insights, we determined a brand that could best target this subculture group.
Quantitative
Survey
706 Respondents in 3 days
83% Swifties 17% Non-Swifties
r/TaylorSwift
r/Music
r/VCU
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Survey Sharing Group
Top Findings
Qualitative
Conversations with the Experts
Our team interviewed 11 Taylor Swift fans, 10 of which identified as Swifties. From our survey, we noticed a lack of diversity, reliance on online communities, and various origins of their adoration of Taylor Swift. These themes became the focus of our interviews.
Top Findings
#1
What defines a Swiftie from a normal fan is their investment in the conspiracy theories surrounding Taylor Swift
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#2
Lack of respect of boundaries and over-possessive behavior is a toxic trait of the Swiftie fanbase, according to the Swifties themselves
#3
Swifties' relationship to Taylor is eerily similar to that of a religion:
"...she accepts you and recognizes you."
"She speaks to everyone and loves everyone."
Swifties x Meet-up
We found Meet-Up to be the ideal brand to market to Swifties because the fan-base community stays behind the screen. With Meet-Up, Swifties could meet people with similar interests- in person.
Objective
(Re)introduce Meetup as the place for people to meet their people.
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Problem
MeetUp is a dying app.
People prefer to be on their screens rather than meet strangers in person.
Insight
Communities online lack the potential to build true human connection.
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Strategy
Meet-Up offers face-to-face interaction, creating true human connection rather than surface-level screen relationships.