Verve's CoLab Teams with Prograd for Gen Z Coverage

In the UK, insight agency Verve has announced a partnership with financial literacy platform and Gen Z panel operator Prograd, to help boost Gen Z membership within the former's CoLab data quality and sustainable research initiative.

Prograd aims to educate young consumers about financial matters and choices, while tapping the resulting audience of more than 200,000 people to develop segmentations and offer market intelligence to clients - the latter includes video insights and consultancy services.

Verve describes CoLab - launched with Basis Research in 2023 - as a collaboration between agencies, brands and consumers to address the industry's 'growing respondent quality problem'. The company's established Verve Intelligent Personas (VIPs) use dynamic AI-powered simulations to help bring audiences to life, and the Prograd partnership now allows it to train AI based on these high quality respondents, plus curated data, to develop 'Gold Standard Gen Z Simulations'. Verve says these are 'the first of many simulations' to be developed through CoLab and will help to overcome clients' challenges when accessing this hard-to-reach group.

Sophie Goddard, Executive Director of CoLab comments: 'Partnering with Prograd, the largest Gen Z mobile panel in the UK, means we have been able to bring a source of quality Gen Z voices into the boardroom when making critical business decisions'. Prograd co-founder Marco Logiudice adds: 'Partnering with CoLab allows us to amplify the voices of our vibrant community in a way that drives genuine insight for brands, while ensuring our members are rewarded fairly. This collaboration is a leap forward in tackling the respondent quality challenge and delivering unparalleled access to the next generation'.

Web sites: www.addverve.com and www.prograd.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.