Twitter and Nielsen Launch Brand Survey Tool

Twitter has partnered with Nielsen to launch a service which will enable brands to create surveys directly within the social networking site, in order to gather data on users' purchase intent and brand awareness.

Through the new 'Twitter Surveys' product, users will receive a tweet inviting them to complete a survey about a specific brand or particular ad campaign. Nielsen will then analyze the resulting data, and feed this information back to advertisers, in order to help them determine awareness, perception, recall and purchase intent. The feature works on Twitter's desktop and mobile versions.

Commenting on the launch, Joel Lunenfeld, Twitter VP for Brand Strategy, said: 'This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter.'

Twitter is currently working with a small set of advertisers to test the feature, and plans to make it available to additional partners in early 2013.

Web sites: www.twitter.com and www.nielsen.com .