Presents results of an exploratory study into the online identification of Lead Users (LU). Integrates three approaches to identifying LU and specifically aims to provide managers with a straightforward method of detecting this group. Four theoretically-derived clusters are investigated, based on two dimensions, expected benefit and trend awareness. Investigates whether there is a significantly greater number of LU than by chance amongst contributors to chat/fora and to a specific feedback forum, and whether there are a greater number of LU than by chance amongst those who have prior experience with developing web-based media. Results: four-cluster conceptualisation is generally supported; no significant difference between clusters concerning contribution to chat/fora; significantly more LU than by chance who contribute to a specific feedback forum and who have experience in the development of web-based media. Thus a specific feedback forum may be necessary to obtain feedback and experience from LU.