The 5,000-strong ITV Vision panel will gather feedback on ITV programmes within 36 hours of broadcast.
A smaller sub-section of the research will involve examining creative executions on the channel to provide stronger return on investment for ITV advertisers.
Rick Jenner, ITV production research group manager, said the research panel will help ITV improve its programme offering.
"This research will really get under the skin of our viewers to tell us what works and what doesn't work," he said.
Nick North, joint managing director of GfK NOP, said: "The ITV appointment represents a new challenge for us. We look forward to working with the UK's largest commercial broadcaster on this new contract."
The two-year contract begins on April 3 2006.
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