NPG plans to use the information obtained from the surveys to better understand what its readers and users most value and to use this feedback to enhance the structure and content of Nature and Nature.com on an ongoing basis.
Dan Penny, head of business development at Nature Publishing Group, said: "Our decision to invest in Confirmit was based on our need to simplify and automate our customer feedback program.
"We need to be able to ask both new and longstanding, loyal readers what they think over the course of several months, creating mini panels and focus groups to discuss particular issues as required.
"This is a huge administrative task for which Confirmit is ideally suited."
Confirmit Horizons will also allow NPG to offer co-branded online surveys to its advertisers.
Gary Schwartz, senior vice president of marketing at Confirmit, said: "We're very pleased that Nature Publishing Group has chosen Confirmit as its end-to-end customer feedback solution, given its requirement for a single platform combining panel, surveying and reporting functionality.
"Its availability as a software as a service (SaaS) solution ensures that it is a highly scalable, cost-effective tool, which will allow NPG to meet its advertisers' and readers' diverse needs."