The Customer Tribe Project consists of quantitative and qualitative research on one Consumer Tribe based on demographics, psychographics, lifestyle needs and the customer's relationship to digital technology. describes the tribe in question (demographics, psychographics, lifestyle needs, values and the customer's relationship to digital technology), When describing this tribe keep in mind that there may be "segments" within this tribe that may have significant differences. Be sure to include information like primary ways of purchasing (mobile, in-store), how and why they shop, when they shop (sales only, holidays, etc) and whom they primarily shop for? Also, what seems to be the "best methods" that retailers (online, brick, and click and mortar) can reach this particular tribe