More than a source of entertainment, a stealthy way to monitor the purchasing habits of American citizens, or just another way to advertise, online research is an avenue through which companies large and small learn more about their brands and forge relationships with customers. Within the last few years, online methodologies have become stops on the path toward a company understanding its consumers and managing customer relationships. But this communication goes both ways; while companies can "talk" to their customers, it's also a way for consumers to tell companies what they think of the products and services they use. If customers have gripes, for instance, about the new flavor of iced tea from Snapple, or the latest look in sneakers from Nike, they have the opportunity to air their views, and to get paid for doing so. And those who are a little more tech-savvy - the experienced Web surfers - can talk about their views on everything from their favorite (or least favorite) Web sites to online privacy and Web site registration.