On-line focus groups, also referred to as cyber groups, e-groups, or virtual groups, are gaining popularity as the research marketplace discovers the advantages they offer. In addition to saving time and money spent traveling, they can easily bring together respondents and observers in far-flung locations. The on-line venue has been used for qualitative research since approximately 1994, when a few research companies began experimenting with discussion groups by borrowing chat room technology. This has evolved into a dimension of qualitative research, aided by customized software, that creates virtual facilities with waiting rooms, client backrooms, and focus group rooms.