Abstract: A system and method for conducting market research studies on online content utilizing moderator and respondent computers connected over a network. A moderator at the moderator computer directs a plurality of respondents at the respondent computers to view preselected subject matter displayed on the respondent computers and collects comments and reactions on the subject matter from the respondents in a database for later review and for benchmarking. Software resident in the respondent computers enables the respondents to view a plurality of screens showing different aspects of the online content and, in a preferred embodiment, provides buttons that can be activated by the respondents to indicate a reaction to the content. In addition, the preferred embodiment enables the respondents to provide text comments to the content.