<PAGE>



                             GREENFIELD ONLINE, INC.
                        2000 DIRECTORS STOCK OPTION PLAN

                            As Adopted March 3, 2000

         1. PURPOSE.

         This 2000 Directors Stock Option Plan (this "Plan") is established to
provide equity incentives for certain nonemployee members of the Board of
Directors of Greenfield Online, Inc. (the "Company"), who are described in
Section 6.1 below, by granting such persons op22tions to purchase shares of
stock of the Company.

         2. ADOPTION AND STOCKHOLDER APPROVAL.

         After this Plan is adopted by the Board of Directors of the Company
(the "Board"), this Plan will become effective on the time and date (the
"Effective Date") on which the registration statement filed by the Company with
the Securities and Exchange Commission ("SEC") under the Securities Act of 1933,
as amended (the "Securities Act"), to register the initial public offering of
the Company's Common Stock is declared effective by the SEC. This Plan shall be
approved by the stockholders of the Company, consistent with applicable laws,
within twelve (12) months after the date this Plan is adopted by the Board.

         3. TYPES OF OPTIONS AND SHARES.

         Options granted under this Plan shall be non-qualified stock options
("NQSOS"). The shares of stock that may be purchased upon exercise of Options
granted under this Plan (the "Shares") are shares of the Common Stock of the
Company.

         4. NUMBER OF SHARES.

         The maximum number of Shares that may be issued pursuant to Options
granted under this Plan (the "Maximum Number") is 150,000 Shares, subject to
adjustment as provided in this Plan. If any Option is terminated for any reason
without being exercised in whole or in part, the Shares thereby released from
such Option shall be available for purchase under other Options subsequently
granted under this Plan. At all times during the term of this Plan, the Company
shall reserve and keep available such number of Shares as shall be required to
satisfy the requirements of outstanding Options granted under this Plan;
provided, however that if the aggregate number of Shares subject to outstanding
Options granted under this Plan plus the aggregate number of Shares previously
issued by the Company pursuant to the exercise of Options granted under this
Plan equals or exceeds the Maximum Number, then notwithstanding anything herein
to the contrary, no further Options may be granted under this Plan until the
Maximum Number is increased or the aggregate number of Shares subject to
outstanding Options granted under this Plan plus the aggregate number of Shares
previously issued by the Company pursuant to the exercise of Options granted
under this Plan is less than the Maximum Number.

         5. ADMINISTRATION.

         This Plan shall be administered by the Board or by a committee of not
less than two members of the Board appointed to administer this Plan (the
"Committee"). As used in this Plan, references to the Committee shall mean
either such Committee or the Board if no Committee has been established. The
interpretation by the Committee of any of the provisions of this Plan or any
Option granted under this Plan shall be final and binding upon the Company and
all persons having an interest in any Option or any Shares purchased pursuant to
an Option.

         6. ELIGIBILITY AND AWARD FORMULA.

         6.1 Eligibility. Options shall be granted only to directors of the
Company who are not employees of the Company or any Parent, Subsidiary or
Affiliate of the Company, as those terms are defined in Section 17 below (each
such person referred to as an "Optionee").


                                       1
<PAGE>

         6.2 Initial Grant. Each Optionee who first becomes a member of the
Board on or after the Effective Date will automatically be granted an Option for
20,000 (an "Initial Grant") on the later of the Effective Date or on the date
such Optionee first becomes a member of the Board.

         6.3 Succeeding Grants. At each Annual Meeting of the Company, each
Optionee will automatically be granted an Option for 4,000 Shares (a "Succeeding
Grant"), provided the Optionee is a member of the Board on such date and has
served continuously as a member of the Board since the date of such Optionee's
Initial Grant or, if such Optionee was ineligible to receive an Initial Grant,
since the Effective Date.

         7. TERMS AND CONDITIONS OF OPTIONS.

         Subject to the following and to Section 6 above:

         7.1 Form of Option Grant. Each Option granted under this Plan shall be
evidenced by a written Stock Option Grant ("Grant") in such form (which need not
be the same for each Optionee) as the Committee shall from time to time approve,
which Grant shall comply with and be subject to the terms and conditions of this
Plan.

         7.2 Vesting. The date an Optionee receives an Initial Grant or a
Succeeding Grant is referred to in this Plan as the "Start Date" for such
Option. (a) Initial Grants. Each Initial Grant will vest as to fifty percent
(50%) of the Shares on the first anniversary of the Start Date for such Initial
Grant, and as to twenty five (25%) of the Shares on the each subsequent
anniversary of the Start Date, so long as the Optionee continuously remains a
director or a consultant of the Company. (b) Succeeding Grants. Each Succeeding
Grant will vest as to fifty percent (50%) of the Shares on the first anniversary
of the Start Date for such Succeeding Grant, and as to twenty five (25%) of the
Shares on each subsequent anniversary of the Start Date, so long as the Optionee
continuously remains a director or a consultant of the Company.

         7.3 Exercise Price. The exercise price of an Option shall be the Fair
Market Value (as defined in Section 17.4) of the Shares, at the time that the
Option is granted.

         7.4 Termination of Option. Except as provided below in this Section,
each Option shall expire ten (10) years after its Start Date (the "Expiration
Date"). The Option shall cease to vest when the Optionee ceases to be a member
of the Board or a consultant of the Company. The date on which the Optionee
ceases to be a member of the Board or a consultant of the Company shall be
referred to as the "Termination Date".

         An Option may be exercised after the Termination Date only as set forth
below:

                  (a) Termination Generally. If the Optionee ceases to be a
         member of the Board or a consultant of the Company for any reason
         except death of the Optionee or disability of the Optionee (whether
         temporary or permanent, partial or total, as determined by the
         Committee), then each Option then held by such Optionee, to the extent
         (and only to the extent) that it would have been exercisable by the
         Optionee on the Termination Date, may be exercised by the Optionee no
         later than twenty-four (24) months after the Termination Date, but in
         no event later than the Expiration Date.

                  (b) Death or Disability. If the Optionee ceases to be a member
         of the Board or a consultant of the Company because of the death of the
         Optionee or the disability of the Optionee (whether temporary or
         permanent, partial or total, as determined by the Committee), then each
         Option then held by such Optionee to the extent (and only to the
         extent) that it would have been exercisable by the Optionee on the
         Termination Date, may be exercised by the Optionee (or the Optionee's
         legal representative) no later than twelve (12) months after the
         Termination Date, but in no event later than the Expiration Date.

         8. EXERCISE OF OPTIONS.

         8.1 Exercise Period. Subject to the provisions of Section 8.5 below,
Options shall be exercisable as they vest; provided that the Committee may
provide that such Options shall be immediately exercisable subject to repurchase
in accordance with the vesting schedule set forth in Section 7.

                                       2
<PAGE>

         8.2 Notice. Options may be exercised only by delivery to the Company of
an exercise agreement in a form approved by the Committee stating the number of
Shares being purchased, the restrictions imposed on the Shares and such
representations and agreements regarding the Optionee's investment intent and
access to information as may be required by the Company to comply with
applicable securities laws, together with payment in full of the exercise price
for the number of Shares being purchased.

         8.3 Payment. Payment for the Shares purchased upon exercise of an
Option may be made:

         (a) in cash or by check;

         (b) by surrender of shares of Common Stock of the Company that have
been owned by the Optionee for more than six (6) months (and which have been
paid for within the meaning of SEC Rule 144 and, if such shares were purchased
from the Company by use of a promissory note, such note has been fully paid with
respect to such shares) or were obtained by the Optionee in the open public
market, having a Fair Market Value equal to the exercise price of the Option;

         (c) by waiver of compensation due or accrued to the Optionee for
services rendered;

         (d) provided that a public market for the Company's stock exists,
through a "same day sale" commitment from the Optionee and a broker-dealer that
is a member of the National Association of Securities Dealers (an "NASD DEALER")
whereby the Optionee irrevocably elects to exercise the Option and to sell a
portion of the Shares so purchased to pay for the exercise price and whereby the
NASD Dealer irrevocably commits upon receipt of such Shares to forward the
exercise price directly to the Company;

         (e) provided that a public market for the Company's stock exists,
through a "margin" commitment from the Optionee and an NASD Dealer whereby the
Optionee irrevocably elects to exercise the Option and to pledge the Shares so
purchased to the NASD Dealer in a margin account as security for a loan from the
NASD Dealer in the amount of the exercise price, and whereby the NASD Dealer
irrevocably commits upon receipt of such Shares to forward the exercise price
directly to the Company; or

         (f) by any combination of the foregoing.

         8.4 Withholding Taxes. Prior to issuance of the Shares upon exercise of
an Option, the Optionee shall pay or make adequate provision for any federal or
state withholding obligations of the Company, if applicable.

         8.5 Limitations on Exercise. Notwithstanding the exercise periods set
forth in the Grant, exercise of an Option shall always be subject to the
following limitations:

         (a) An Option shall not be exercisable unless such exercise is in
compliance with the Securities Act and all applicable state securities laws, as
they are in effect on the date of exercise.

         (b) The Committee may specify a reasonable minimum number of Shares
that may be purchased upon any exercise of an Option, provided that such minimum
number will not prevent the Optionee from exercising the full number of Shares
as to which the Option is then exercisable.

         9. NONTRANSFERABILITY OF OPTIONS.

         During the lifetime of the Optionee, an Option shall be exercisable
only by the Optionee or by the Optionee's guardian or legal representative,
unless otherwise determined by the Committee. No Option may be sold, pledged,
assigned, hypothecated, transferred or disposed of in any manner other than by
will or by the laws of descent and distribution, unless otherwise determined by
the Committee.

         10. PRIVILEGES OF STOCK OWNERSHIP.

         No Optionee shall have any of the rights of a stockholder with respect
to any Shares subject to an Option until the Option has been validly exercised.
No adjustment shall be made for dividends or distributions or other

                                       3
<PAGE>

rights for which the record date is prior to the date of exercise, except as
provided in this Plan. The Company shall provide to each Optionee a copy of the
annual financial statements of Company at such time after the close of each
fiscal year of the Company as they are released by the Company to its
stockholders.

         11. ADJUSTMENT OF OPTION SHARES.

         In the event that the number of outstanding shares of Common Stock of
the Company is changed by a stock dividend, stock split, reverse stock split,
combination, reclassification or similar change in the capital structure of the
Company without consideration, the number of Shares available under this Plan
and the number of Shares subject to outstanding Options and the exercise price
per share of such outstanding Options shall be proportionately adjusted, subject
to any required action by the Board or stockholders of the Company and
compliance with applicable securities laws; provided, however, that no
fractional shares shall be issued upon exercise of any Option and any resulting
fractions of a Share shall be rounded up to the nearest whole Share.

         12. NO OBLIGATION TO CONTINUE AS DIRECTOR.

         Nothing in this Plan or any Option granted under this Plan shall confer
on any Optionee any right to continue as a director of the Company.

         13. COMPLIANCE WITH LAWS.

         The grant of Options and the issuance of Shares upon exercise of any
Options shall be subject to and conditioned upon compliance with all applicable
requirements of law, including without limitation compliance with the Securities
Act, compliance with all other applicable state securities laws and compliance
with the requirements of any stock exchange or national market system on which
the Shares may be listed. The Company shall be under no obligation to register
the Shares with the SEC or to effect compliance with the registration or
qualification requirement of any state securities laws, stock exchange or
national market system.

         14. ACCELERATION OF OPTIONS ON CERTAIN CORPORATE TRANSACTIONS.

         In the event of:

         (a) a dissolution or liquidation of the Company,

         (b) a merger or consolidation in which the Company is not the surviving
corporation (other than a merger or consolidation with a wholly-owned
subsidiary, a reincorporation of the Company in a different jurisdiction, or
other transaction in which there is no substantial change in the stockholders of
the Company or their relative stock holdings and the Options granted under this
Plan are assumed, converted or replaced by the successor corporation, which
assumption, conversion or replacement will be binding on all Optionees),

         (c) a merger in which the Company is the surviving corporation but
after which the stockholders of the Company (other than any stockholder which
merges (or which owns or controls another corporation which merges) with the
Company in such merger) cease to own their shares or other equity interests in
the Company,

         (d) the sale of substantially all of the assets of the Company, or

         (e) the acquisition, sale or transfer of more than 50% of the
outstanding shares of the Company by tender offer or similar transaction,

the vesting of all options granted pursuant to this Plan will accelerate and the
options will become exercisable in full prior to the consummation of such event
at such times and on such conditions as the Committee determines, and must be
exercised, if at all, within seven months of the consummation of said event. Any
options not exercised within such seven-month period shall expire.

                                       4
<PAGE>

         15. AMENDMENT OR TERMINATION OF PLAN.

         The Board may at any time terminate or amend this Plan or any
outstanding option, provided that the Board may not terminate or amend the terms
of any outstanding option without the consent of the Optionee. In any case, no
amendment of this Plan may adversely affect any then outstanding Options or any
unexercised portions thereof without the written consent of the Optionee.

         16. TERM OF PLAN.

         Options may be granted pursuant to this Plan from time to time within a
period of ten (10) years from the Effective Date.

         17. CERTAIN DEFINITIONS.

         As used in this Plan, the following terms shall have the following
meanings:

         (a) "Parent" means any corporation (other than the Company) in an
unbroken chain of corporations ending with the Company if each of such
corporations other than the Company owns stock possessing 50% or more of the
total combined voting power of all classes of stock in one of the other
corporations in such chain. -4- Greenfield Online, Inc. 2000 Directors Stock
Option Plan

         (b) "Subsidiary" means any corporation (other than the Company) in an
unbroken chain of corporations beginning with the Company if each of the
corporations other than the last corporation in the unbroken chain owns stock
possessing 50% or more of the total combined voting power of all classes of
stock in one of the other corporations in such chain.

         (c) "Affiliate" means any corporation that directly, or indirectly
through one or more intermediaries, controls or is controlled by, or is under
common control with, another corporation, where "control" (including the terms
"controlled by" and "under common control with") means the possession, direct or
indirect, of the power to cause the direction of the management and policies of
the corporation, whether through the ownership of voting securities, by contract
or otherwise.

         (d) "Fair market Value" means, as of any date, the value of a share of
the Company's Common Stock determined as follows:

                  o if such Common Stock is then quoted on the Nasdaq National
         Market, its closing price on the Nasdaq National Market on the date of
         determination as reported in The Wall Street Journal;

                  o if such Common Stock is publicly traded and is then listed
         on a national securities exchange, its closing price on the date of
         determination on the principal national securities exchange on which
         the Common Stock is listed or admitted to trading as reported in The
         Wall Street Journal;

                  o if such Common Stock is publicly traded but is not quoted on
         the Nasdaq National Market nor listed or admitted to trading on a
         national securities exchange, the average of the closing bid and asked
         prices on the date of determination as reported in The Wall Street
         Journal;

                  o in the case of an Option granted on the Effective Date, the
         price per share at which shares of the Company's Common Stock are
         initially offered for sale to the public by the Company's underwriters
         in the initial public offering of the Company's Common Stock pursuant
         to a registration statement filed with the SEC under the Securities
         Act; or

                  o if none of the foregoing is applicable, by the Committee in
good faith.

                                       5