WASHINGTON, DC, USA - On April 11, 2017, the World Affairs Council had the pleasure of hosting an Author Series event with John Zogby to explore and discuss his new book, “We Are Many, We Are One: Neo-Tribes and Tribal Analytics in 21st Century America”. Mr. Zogby is an internationally respected pollster, bestselling author and the creator of the widely used Zogby Poll. The presentation given by Zogby focused on a new way Americans are reorganizing themselves into communities of shared interests which he calls “Neo-Tribes”.

He explained that the goal of the research behind his book was to create a new approach to segmentation that focused less on demographics and is more flexible to reflect a world that changes quite rapidly. In order to achieve this, Zogby ensured that the questions asked in his surveys were framed in a way that allowed the respondents to shape the answer themselves. For example, respondents were asked to answer on topics ranging from something that would complete their lives to the factors that they consider when choosing fellow “tribe” members.

Based upon his research, Zogby has grouped Americans into eleven distinct “neo-tribes”: the God Squad, Go with the Flow, the Happy Hedonists, the Persistents, the Self-Perfectionists, the Adventurists, the Land of the Free, One True Path, the Outsiders, the Dutifuls, and the Creators. He emphasized that his system of classification is dynamic, as individual values are always shifting and new neo-tribes can constantly be forming. Additionally, Zogby made sure to note that there are various cases of what he calls “tribal border crossings” where different values are shared by different neo-tribes that one would not expect.

The research done by Zogby has the potential to change the way that Americans look at themselves, as well as their peers. It provides us with a greater ability to identify the next generation of leaders, problem-solvers, and creatives, Zogby said, as well as individuals to avoid both personally and professionally. Tribal analytics, he claimed, can help us better understand healthcare, politics, and higher education, among other crucial issues facing America today.

To conclude a fascinating presentation that forced most in the room to rethink the way in which they view themselves and others, Zogby left us with this quote: “Real analytics requires the sensibility of the artist, the ability to understand people of the social scientist, and interpretive skills of the novelist, philosopher and poet.”