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Ipsos Interactive Services US and Peanut Labs Sign Agreement to Drive Interaction With Demographics Active on Social Networks

Posted on: Tuesday, 10 June 2008, 09:00 CDT

Ipsos Interactive Services US, a leading global online research company, and Peanut Labs, provider of the largest Gen-Y market research sample, today announced a multi-year research alliance to further enhance market research interaction with today's influential 13-34 year olds who are active on social networks.

This collaboration will couple Ipsos' market research expertise and reach with Peanut Labs' knowledge and Sample3.0 technology to help recruit and maintain younger populations on Ipsos panels in the U.S. and Canada.

"Traditional online access panels have had difficulty efficiently recruiting and retaining younger demographics, due to changing technological preferences," says Efrain Ribeiro, Chief Operating Officer with Ipsos Interactive Services. "When these respondents do join panels, they do not participate in survey opportunities very often. As a result, constant replenishment of younger populations is required in order to maintain representation of the general population which is both costly and time consuming. Our relationship with Peanut Labs will provide us with guaranteed access to a critical population that is often difficult to reach through traditional methods."

Specifically, Peanut Labs and Ipsos Interactive Services will recruit and profile individuals according to standard Ipsos variables to exclusively participate on specific Ipsos panels. Peanut Labs will then communicate with the respondents using their Sample3.0 sampling technology integrated into more than 70 social networks to drive them to Ipsos surveys. The respondents will be rewarded by Peanut Labs in their network's reward currency.

"Over the past year, we have worked to make social networks the most efficient and effective place to reach Gen-Y market research sample," says Murtaza Hussain, CEO of Peanut Labs. "Our collaboration with Ipsos validates this and together, we will further demonstrate how social networks provide significant value and ROI for advertisers and marketers seeking the market research insights of Gen-Y."

Established in 2005, Peanut Labs has gained extensive experience in reaching youth audiences for market research through applications on social networks such as Facebook, MySpace, and Google Open Social. Peanut Labs has a profiled survey audience size of 1 million members in the US, largely in the 13-34 age group, and over 100,000 such recruits in Canada. Peanut Labs achieves unparalleled survey response rates far higher than alternative methodologies with 90 percent of Sample3.0 respondents having attempted to take surveys within the last three months.

About Ipsos Interactive Services

Ipsos Interactive Services (IIS), a division of Ipsos, is a global research organization that combines extensive knowledge of online market research with a high level of technical expertise, enabling IIS to set the standard for quality in the field of online market research. Founded in 1998, IIS has offices in 11 cities around the globe covering all of the major European, as well as North and Latin American markets, making IIS one of the leading providers of online global market research studies through its online access panels in more than 24 countries worldwide with over 1.6 Million individual panel members. For more information go to: http://www.ipsos-interactive.com

About Peanut Labs

Peanut Labs is changing the status quo of market research with its Sample3.0 product linking researchers to online sample via social networks and online communities worldwide including MySpace, Facebook, and Google. More information about Peanut Labs can be found at www.peanutlabs.com.

 Media contacts:  Efrain Ribeiro COO Ipsos Interactive Services 646.313.7666 Email Contact  Dan Gould SHIFT Communications (415) 591-8428 Email Contact

SOURCE: Peanut Labs

Source: MARKET WIRE

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