An increasing number of marketers are taking advantage of what the World Wide Web can offer in terms of market research. The advantages of using the Web include lower costs, the ability to survey hard-to-reach respondents, and of course, speed. One company that has become a true believer is General Mills, which last year conducted 20% of its market research online. That number is expected to grow to 60% next year, as the company believes that by using the Web, it is saving as much as 50% in costs, and speeding up the research process by as much as 75%. Web research efforts and the different approaches at 3 market research firms are discussed. The companies are Knowledge Networks, InsightExpress, and Harris Interactive.