Discussions about the Internet have moved well beyond the question of whether it will be a factor in the future of education, commerce, entertainment and communication. Now the only reasonable disagreement is about how soon it will reach mass popularity. Marketing research is just one of the fields bound to be transformed as on-line technology catches up to the visions of the visionaries. As problems of speed and ease of access are overcome, more and more people will flock to the Internet. Marketing researchers need to be there with them if they want to keep the profession relevant. Articles in the professional magazines and journals have already begun to consider the Internet as part of the research mix. So it is important to begin creative thinking now about how marketing research can thrive in this new medium and how it can use fresh approaches to improve research quality.