The project, costing EUR700,000 (£472,748), will focus on uncovering the spending and lifestyle habits of 15,000 18-to-40 year-old urban Europeans. Participants will take part in "flash ad effectiveness" surveys, giving advertisers quick feedback on the impact, awareness and perceptions of their campaigns.
The Metro Life Panel starts in Denmark, Sweden and the Netherlands in January and will be rolled out across the other 11 European countries covered by Metro in the coming months. It is powered by eDigital Research and managed by Market Evolution. Wilf Maunoir, head of research at Metro International, said the new survey would provide a deeper understanding of the metropolitan audience.
Greg Miall, director of global sales at Metro International, said the move was an international extension of the Urban Life research project by Associated Newspapers, which publishes eight Metro editions in the UK. Metro International has recently partnered with Associated Newspapers in Ireland to launch the first Metro Dublin version. This week it issued its first ABC of 55,200.