Modern web analytics tools offer unprecedented insight into page views and visitor activity, but there are many questions that Big Data cannot yet answer. An emerging web marketing startup called Qualaroo is working to bridge this knowledge gap the old fashion way.

Founded in 2012 by a group of industry veterans who “found it surprising that marketers rarely understand the unique needs and intentions of visitors to their website,” Qualaroo sells a web survey tool that lets consumer-facing companies tap their audiences for insights into webpage usability and appeal.

The startup is diving into the mobile space with a new solution called Qualaroo for Mobile Web, which customizes surveys based on the type of device from which they are viewed. Citing poll findings that 89 percent of mobile marketing professionals don’t tailor surveys to mobile visitors, the company said its latest offering could help organizations increase user satisfaction and optimize site performance.

Co-founder and CEO Sean Ellis, who led marketing for Dropbox, Lookout and Upror, said in a statement that “our products always start with delivering a positive end-user experience while helping our customers better understand their visitors. Adding mobile to our product line significantly enhances our ability to deliver on that promise.When you know what people want to accomplish on your mobile site, you can tailor it to better support those needs, increasing user satisfaction and the business value of your mobile website at the same time.”

Platform diagnostic solutions such as Qualaroo are gaining traction across a wide range of platforms, including Google Glass. Zapier, an emerging provider of cross-platform integration solutions, is bringing more than 230 web services to Google’s smart glasses with a new native app.