When the Internet started to gain some serious traction in the mid 1990s, it was as if the world’s largest focus group had suddenly appeared. Granted, the Web is a virtual space filled with a great deal of superfluous information, but it’s also home to a wealth of useful consumer, shareholder, brand and competitor intelligence. In many ways, the Internet is like a map of the US. It may be composed of millions upon millions of acres of information, but consumers’ population density – their demographic concentration – is relatively finite. What’s more, this virtual landscape is readily available for analysis, feedback and two-way communication.