This paper takes a critical look at the explosion of online research activity. Of particular interest is the extent to which the Internet-based research models currently gaining sway could undermine the market research industrys heritage. At risk are the substantial improvements that have been made in the understanding not just of consumers behaviour but also of their attitudes. The paper argues that developing Internet markets have the potential to learn from current trends and could enter the adoption curve at a more mature and informed stage. However, research agencies must become more reflective of the future effects of current trends and of the problems currently being encountered.