As the demographics of the Web inch closer to resembling those of the general population, the use of new on-line forms of marketing research is growing rapidly. With it grows the sophistication of the techniques used to conduct these studies. Unlike the early ’90s, when the array of on-line survey development tools was extremely limited, many more options are now available. Researchers are now less constrained by the shortcomings of the medium and can once again concentrate on the higher value-added functions: research design and analysis of results. Better matches between the research objectives, technology and budget are now available. This article will describe some of the common forms of both quantitative and qualitative on-line research being used for commercial applications and will discuss specific trade-offs between research design flexibility, degree of control, relative cost and speed.