Although it has become a cliche to say so, the advent of online research has changed the face of our industry and will continue to do so for years to come. Indeed, I believe that we are only at the very beginning of the innovation cycle that online has begun to unleash. As it does so, however, there are many deep questions that need to be answered. In this issue. Bill Blyth examines some of the major questions that surround mixed mode research. We also examine how J&J is moving its marketing online for a number of important categories and brands. The question is: what role should and could research have in the process?