VICE Media Rolls Out Youth 'Voices' Platform in UK

New York-based VICE Media is rolling out its 'VICE Voices' youth insights platform and portal in the UK, to capture the opinions of UK millennials and understand what drives their attitudes and behaviour.

Launched in the summer in partnership with WPP-owned digital data collection specialist Lightspeed, VICE Voices combines Lightspeed's recruitment, community management and survey design expertise with VICE Media's content and knowledge of youth culture, as well as its ability to reach the 18 to 34-year-old age group. To date, the VICE Media UK team has recruited 2,000 UK panellists, compared with the 20,000-strong panel used in the US.

Following its launch in the UK, the platform will be extended to Australia in the coming months, and to additional markets throughout 2018. Luke Barnes (pictured), Chief Commercial Officer at VICE Media, comments: 'This product aims to bring advertisers closer to understanding younger, elusive audiences. The most valuable thing to VICE is our understanding of our audience. Now, we have this product at our disposal, and we have the robustness and the credibility to carry out research at scale'.

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