The iPerceptions tool will gather feedback from site visitors to help the DAA learn more about the needs and expectations of people coming to the site. The DAA plans to integrate the iPerceptions data with information from Google Analytics to discover what parts of the site visitors went to and what their impressions were.

DAA executive director Mike Levin said: “Direct feedback is a critical element of any customer analytics programme. We are excited to be working with iPerceptions and using their ‘active invitation’ and random sampling approach to gather website visitor data, which produces balanced feedback that we can trust as an accurate representation of all our visitors.”