Lightspeed partners with Vice on youth panel

The panel combines Lightspeed’s recruitment, community management and survey design with Vice Media’s content and knowledge of youth culture to help brands reach this demographic. All respondents are recruited directly from multiple Vice platforms.

Vice Voices will initially launch in the US where it will run mobile surveys, quick polls, online focus groups and video testimonials. It is expected to launch in additional markets later this year.

Frank Kelly, Lightspeed’s senior vice-president of global marketing and strategy, said: “We believe that with Vice Voices we have found the perfect balance of an engaging community website that speaks the language of the millennial demographic and a commercial research panel that is seeking brand insights from those same people.”

Eric Salama, Kantar CEO, added: “Vice Voices has flipped the script by leading with an audience-centric approach to research built on the foundation of Kantar’s research capabilities and rigour.”