Crowdsourcing app Vicelight taps into Millennial desire for peer affirmation

Posted by: Jeff Fromm

Laura_OsierLaura Osier always knew she wanted to be an entrepreneur, she just couldn’t have predicted she would be one at 28 years old.

Osier is the founder of Vicelight, a crowdsourcing app that allows users to ask a question, upload photos and get almost instant feedback from other users.

The app, which is available for iPhone, taps into how Millennials desire peer affirmation.

A research project by Barkley and Boston Consulting Group, “American Millennials: Deciphering the Enigma Generation” showed that 70 percent of Millennials are more excited about a decision when their friends agree with them. The study also showed that 68 percent of Millennials don’t make a decision until they discuss it with a few people they trust.


In fact, Osier said that Millennials are redefining what the word “expert” means. While Boomers may think of doctors, lawyers or professors as experts, Millennials have a much broader definition.


When it comes to fashion, for instance, they may not feel like they need to flock to high-fashion magazines. They might find their inspiration from a Tumblr run by a peer whose fashion they admire.

Osier said she sees the app filling two roles. Everyday consumers can post pictures and ask questions like, “Which shirt should I wear tonight?” Retailers can post pictures and ask questions like, “Which color would you buy this shirt in — green, blue or purple?”

“We are creating a platform for retailers to communicate with and co-create with Millennials,” she said.

Vicelight was released in November. Right now, the user base is about 65 to 70 percent women. Osier said that even without any formal marketing, the app has been on track to double its user base each month.

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About Jeff Fromm

Although not a Millennial as defined by his age, Jeff Fromm is the Millennial Marketing Guy. Jeff is President of FutureCast, a marketing consultancy that specializes in Millennial trends, and is a contributing writer at...See Jeff's full bio.