Partners Launch YouthLab Social Media Insight Platform

Publicis digital agency DigitasLBi has partnered with UK charity YouthNet to launch an insight platform called YouthLab, through which brands can explore the impact of social media on the lives of young people.

Using a combination of ethnographic research, mobile activity tracking, social media listening and peer review, YouthLab offers a multi-dimensional portrait of young people and their relationship with social media, to uncover the real motivations behind their online movements. With help from DigitasLBi, YouthNet will take the platform to the agency's clients and other brands who are interested in gaining a better understanding of the area.

Fern Miller, DigitasLBi Chief Strategy & Insight Officer, says the platform will help clients tailor digital tools and products to reflect the real needs of young people on social media. YouthNet CEO Chris Martin adds: 'We believe digital can be a force for good, helping young people get to our services wherever and whenever they need them, but we also recognise the pressures people face growing up in the age of social media. This launch enables us to offer deeper insights into our community's motivations and social media habits'.

Web sites: www.digitaslbi.com and www.youthnet.org .