Online research, especially online qualitative research, is all the rage in the US, Canada and Western Europe, where the technology has reached critical mass. But researchers agree that cost-efficient, accurate online research across much of the globe is still years away, as the industry battles the P’s of online research: penetration, price and perception. As with any nascent industry, changing perceptions largely will be a function of falling price and growing familiarity. Meanwhile, qualitative research assignments should be viewed as a teaching opportunity. Researchers are optimistic about online qualitative research’s future globally - even if it is well into the future.