Consumers are attending to computer-mediated communications, newsgroups, chat rooms, email list servers, personal World Wide Web pages, and other online formats to share ideas and obtain information about products. Online communities and virtual communities have emerged as new tools which represent a fascinating pool of collective experience and product know-how. However, the utilization and analysis of this body of knowledge for new product development and innovation is still at its infancy. This paper suggests that online communities offer a cost-effective and rich platform for qualitative market-research. We explain how to identify and access online communities, and how to convert qualitative information available in online community sites into strategic input for new product decisions.