"Why not acknowledge that technology inevitably giveth and taketh away and therefore try from the outset to magnify the benefits and minimize the costs?" This quotation from a recent article in the New York Times Magazine by Max Frankel illustrates our perspective on the current debate among marketing researchers: What is the value of on-line research and, in particular, on-line focus groups? While Tom Greenbaum stated in his article "Focus groups on the Internet: an interesting idea but not a good one" (QMRR, May 1995) that focus groups on the Internet -- and by implication any on-line groups -- are "not likely to result in effective focus group research," we believe that there is a place for on-line qualitative research and that researchers can successfully add it to their menu of available methodologies.