Twitter is rolling out the tool today, which it will provide for free to some of its biggest advertisers and will eventually offer more widely.

It’s a straightforward idea: Some users will see a tweet asking them to take a survey, and if they click on it, the message will expand within their timeline, and trigger a brief series of questions.

Nielsen will work with Twitter to audit/analyze the results. Twitter hopes that it will be able to use the feature to convince advertisers that they’re getting their money’s worth, and to help them tweak and optimize their campaigns.

Twitter To Roll Out Free Survey Tool To Big Advertisers [allthingsd.com]