Web polling firm Vizu has received a $2.9m investment that aims to do for market researchers what AdSense does for advertising.

The investment, led by $1.5m from Draper Fisher Jurvetson, will go toward the just-launched Vizu Answers.The service allows marketers to create multiple-choice polls that appear on partner sites around the world.

Web publishers are given an incentive to place polls on their pages with an offer of a revenue share, calculated on a CPM basis, for each vote they embed.

“Just as advertising networks in the ’90s disrupted the traditional advertising model, we are shaking up the world of market research,” said Vizu CEO Mack Tilling.

DFJ managing director Steve Jurvetson added: “It breaks open the market for polling and primary research by making it easy, fast, and affordable.”

Orbitz and Sephora are amongst those to have tabled polls through Vizu Answers so far. Poll destinations include the Salon webzine.