Twitter teams with Nielsen on brand surveys to measure brand impact

The microblogging service says companies will be able to create surveys directly within Twitter to gauge their opinions and reactions to certain topics.

Twitter announced this Wednesday that it has partnered with Nielsen on a new survey tool for advertisers. The feature is simple enough: users will find messages in-line with their tweet timeline asking them if they’d like to complete a survey from advertiser. If they agree to it by clicking on the appropriate button, they’ll be able to complete the survey from within Twitter, rather than be redirected to another site. The feature works on Twitter’s desktop and mobile versions. The surveys as they are currently offered can be targeted as the measured campaigns are – by interest, gender, and location. Surveys can include up to five questions.

For now, Twitter envisions the surveys as useful tools for determining “purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement.” So far, Twitter is working with a handful of partners to test out the service, but plans to open it up to other brands in early 2013.

Why I’m curious:

From Twitter’s announcement below, they obviously think this will be a very native way to test brand impact.

“Brand surveys will appear to users just like a Promoted Tweet — right within the user’s timeline on both mobile devices and desktop. Users may see a Tweet by @TwitterSurveys, inviting them to fill out a survey directly within the Tweet itself. Building on Twitter’s mobile heritage, we’re giving brands the ability to deliver and measure the impact of mobile and traditional desktop campaigns through these surveys.”

We’ve all seen Twitter being used in various ways to monitor real-time public opinions of topics ranging from stock market (certain research found that Twitter is 11 per cent more accuracy than any other investment tactics on predicting stock price), presidential election to movie sales.  In this case, instead of just telling advertisers that their campaigns resulted in a certain number of clicks, retweets and favorites, Twitter can also give them a more traditional set of measurements around brand impact. Although I do think this might be a very interesting way to test immediate campaigns impact on brand awareness and purchase intention, questions regarding test-takers’ personal info, user experience, measurements and accuracy  are still remained to be answered.


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