Focus groups have been conducted on-line for the past few years. But until recently they have been used primarily to discuss subjects relevant to the Internet and other computer and software issues. Many focus on Web page content, sale items on Web sites, on-line banking, etc. However, use of the Internet is growing at a phenomenal rate (according to eMarketer, from 48 million American adults in mid-1998 to 58 million in mid-1999; "Internet User Trends" says that Internet use has now reached the 100 million mark). If this increase continues, Internet users will more closely mirror the general population. When that happens, on-line focus groups, because of their convenience, speed and cost efficiency, may become as common as traditional focus groups.