Lightspeed and VICE Media Seek Millennial Opinions

WPP-owned digital data collection specialist Lightspeed has partnered with youth media and broadcast company VICE Media to launch a panel called VICE Voices, through which to capture the opinions of US millennials and understand what drives their attitudes and behavior.

Described by the firms as the largest customized market research panel and portal of its kind, VICE Voices combines Lightspeed's recruitment, community management and survey design expertise with VICE's content and knowledge of youth culture. The platform will offer a research experience to connect brands with representative segments of millennials and post-millennials through mobile surveys, quick polls, online focus groups and video testimonials, with all respondents recruited directly from multiple VICE platforms. Initially launching in the US, the service is expected to be rolled out in additional markets later this year.

Frank Kelly (pictured), Lightspeed's SVP of Global Marketing and Strategy, comments: 'We believe that with VICE Voices we have found the perfect balance of an engaging community web site that speaks the language of the millennial demographic, and a commercial research panel that is seeking brand insights from those same people'.

Web sites: www.lightspeedresearch.com and www.vice.com .