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. Software resident in the moderator computer enables a moderator to view the progress of the respondents through the online content and view the reactions and comments of the respondents to each screen display, all in real time, as well as view the time spent by each respondent viewing each different screen. The moderator software also enables the moderator to force comments and reactions from the respondents, as well as gather personal data from the respondents, and to print out reports displaying the results. The system of the invention also includes client computers so the clients for whom the study is conducted may view the comments and reactions in real time and exchange messages with the moderator.