Ungdomsbarometern will use the Confirmit Horizons technology platform to support its work capturing insights from millennial audiences. 

The company conducts large-scale research programmes for brands, non-government associations and media houses, using a combination of mobile and digital channels to study the attitudes and behaviours of 15- to 30-year-olds.

Ulrik Simonsson, chief executive of Ungdomsbarometern, said: “The youth market is the most difficult demographic for market researchers to reach, and one which agencies struggle to engage with. It is easy to make sweeping generalisations about ‘millennials’ but they are a smart and complex group, and using standardised research practices doesn’t work here.”

Tim Hannington, executive vice-president at Confirmit, said: “By providing the technology that the agency needs to capture rich insight from the youth audience, we hope that Ungdomsbarometern can deliver much more accurate, targeted insight about the trends and opinions that are shaping the future.”