Yahoo Games -- part of
the NeoEdge Network

Yesterday NeoEdge Networks announced plans to collect survey data for the ad technologies and online games it develops and hosts.

Labeled "NeoMom," the NeoEdge Survey targets women between the ages of 25 and 54. Consumer products will be the primary topic, and researchers will begin gathering data in January, MediaPost reports.

When users in the target demo play a game on the NeoEdge network, a handful of survey questions — about seven or eight — will appear within accompanying ad space. Queries, presented in Flash, shall range from "What toothpaste do you use?" to "What would it take you to switch?"

"Our plan," said VP-marketing Ty Levine, "is to share the data with advertisers and brands."

The NeoEdge Network serves entertainment across sites like Yahoo Games, iWin, iWon, PCHGames and Lycos Gamesville. Gamers typically play for 45 minutes per session on average, and users often respond to satisfaction survey questions at the games' end, Levine said.

In October, an IGN Entertainment/Ipsos Media survey found video gamers influence peers' purchasing decisions more often than ordinary consumers.