The alliance will combine Ipsos' market research expertise and reach with Peanut Labs' knowledge and Sample3.0 technology, which reaches respondents via social networks.
Efrain Ribeiro, chief operating officer at Ipsos Interactive Services, said the alliance would help combat the problem of young people's weaker engagement with online panels.
Ribeiro said: "Traditional online access panels have had difficulty efficiently recruiting and retaining younger demographics, due to changing technological preferences."
"When these respondents do join panels, they do not participate in survey opportunities very often."
Young individuals will be recruited to participate on specific Ipsos panels. Peanut Labs will then communicate with the respondents using its Sample3.0 technology, which is integrated into more than 70 social networks.
The respondents will be rewarded by Peanut Labs in their network's reward currency.
Peanut Labs has a profiled survey audience size of 1m members in the US, largely in the 13 to 34 age group, and more than 100,000 such recruits in Canada.