Despite the major problems experienced by so many dot-coms in the past several months, interest in using the Internet to conduct qualitative research hasn’t waned. The appeal of this approach is basically due to the low cost of the technique compared to traditional focus groups, the ability to get more than a local sample participating in the sessions, and for some, the speed with which the projects can be completed. Unfortunately, in my opinion, these potential benefits are more than offset by the pitfalls associated with this methodology, particularly when considered as an alternative to traditional focus groups.