The insight team will operate as a central function to ensure all areas of the company from editorial to advertising receive ongoing research and business information.
This information will also provide advertisers and partners with details of ANM's users and specific market knowledge.
The three-strong team is to be headed by Andrew Smith, with Andy Palmer as consumer behaviour analyst and Ionna Stagia as media research analyst.
Mark Milner, chief operating officer at ANM, said: "We are continually striving to gain a better understanding of our sites and their users to develop products that are attractive to consumers and commercial partners alike.
"To ensure the successful growth of the business, we need to develop even greater knowledge of our customers' behaviour. The insight team is extremely well placed to do this."
One of the insight team's first projects is the recruitment of a panel of users to gauge UK consumer habits, views and opinions. The panel, operated independently by Survey.com, is representative of the site's audience and will be surveyed at least once a month on issues as varied as advertiser awareness, internet usage and political and cultural opinions.
The results will be used to develop an in-depth understanding of the site's audience, inform product development and marketing communications and to demonstrate the commercial value of the Daily Mail online's audience.
Andrew Smith, head of insight at ANM, said: "The Dailymail.co.uk panel is an extremely exciting project that will furnish us with knowledge on different levels. At its broadest, it will be a barometer of how people in the UK are feeling on a wide range of relevant issues. However, we will also be able to tailor surveys to determine detailed information directly related to our brands to help ensure the successful growth of the business."
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