Document:

<PAGE>

                                             AMENDMENT NO. 1, dated as of
                                    March 10, 2000 (this "Amendment No. 1"),
                                    to the Note and Warrant Purchase
                                    Agreement dated as of March 3, 2000 (the
                                    "Purchase Agreement"), among GREENFIELD
                                    ONLINE, INC., a Delaware corporation (the
                                    "Borrower"), and GREENFIELD HOLDINGS,
                                    LLC, a Delaware limited liability company
                                    (the "Purchaser").

                                    RECITALS

            The Borrower has requested that the Maturity Date (as defined in the
Purchase Agreement) of the 10% Notes issued pursuant to the Purchase Agreement
be extended to June 30, 2001. The Purchaser is willing to agree to such
extension, but only on the terms and subject to the conditions set forth herein.

            NOW, THEREFORE, the parties hereto hereby agree as follows:

    Section 1. Defined Terms. Unless otherwise defined herein, capitalized
terms shall be accorded the definitions assigned to them in the Purchase
Agreement.

    Section 2.  Amendments to the Purchase Agreement.

            2.1. Section 1 of the Purchase Agreement is hereby amended by
deleting the reference to "June 30, 2000" in subclause (ii) of clause (a)
thereof and replacing it with "June 30, 2001".

            2.2. The Purchase Agreement is hereby amended by adding a new
Section 4A thereto to read in its entirety as follows:

            "Section 4A.   Contingent Right To Additional Warrants.

            Notwithstanding anything to the contrary contained in the Financing
            Documents, if the Corporation has not repaid all of the principal
            and interest due on the 10% Notes on or prior to each date set forth
            below, then, not later than the fifth business day following such
            date, the Corporation shall issue to the Purchaser additional
            warrants (the "Contingent Warrants") to purchase the number of Class
            A Common Shares (as such number of Class A Common Shares may be
            adjusted for stock splits, stock dividends, split ups, combinations,
            reclassifications of Class A Common Shares, capital reorganizations,
            mergers or consolidations and other similar events) set forth
            opposite the corresponding date below (each such date, as
            applicable, shall be referred to as the "Contingent Warrant
            Effective Date"):
<PAGE>

                        September 30, 2000        34,965
                        December 31, 2000         34,965
                        March 31, 2001            34,965
                        June 30, 2001             34,965

            The exercise price at any time for each Class A Common Share subject
            to a particular Contingent Warrant shall be the fair market value of
            a Class A Common Share, as determined in good faith by the
            Corporation's Board of Directors, as of the applicable Contingent
            Warrant Effective Date. The exercise period for each Contingent
            Warrant shall be at any time or from time to time after the
            applicable Contingent Warrant Effective Date until and including the
            fifth anniversary thereof. The Contingent Warrants shall contain
            such other terms and conditions substantially as set forth in the
            form of Warrant attached hereto as Exhibit B."

    Section 3. Expenses. The Corporation hereby confirms its obligations under
Section 16 of the Purchase Agreement with respect to the payment of expenses,
fees and other amounts thereunder in connection with this Amendment No. 1, the
Contingent Warrants and the Class A Common Shares issued pursuant to exercise of
the Contingent Warrants.

    Section 4. References to the Purchase Agreement. From and after the date
hereof, all references in the Purchase Agreement and each of the other Financing
Documents to the Purchase Agreement shall be deemed to be references to the
Purchase Agreement after giving effect to this Amendment No. 1.

    Section 5. No Other Amendments. Except as expressly set forth herein, the
Purchase Agreement remains in full force and effect in accordance with its terms
and nothing contained herein shall be deemed (i) to be a waiver, amendment,
modification or other change of any term, condition or provision of the Purchase
Agreement or any other Financing Document (or a consent to any such waiver,
amendment, modification or other change), (ii) to be a consent to any
transaction, (iii) to prejudice any right or rights which the Purchaser may have
under the Purchase Agreement and/or any of the other Financing Documents, or
(iv) to entitle the Corporation to a waiver, amendment, modification or other
change of any term, condition or provision of the Purchase Agreement or any
other Financing Document (or a consent to any such waiver, amendment,
modification or other change), or to a consent, in the future in similar or
different circumstances.

    Section 6. Further Assurances. The parties hereto agree to do such further
acts and things, and to execute and deliver such additional conveyances,
assignments, agreements and instruments, as the Agent may at any time reasonably
request in connection with the administration and enforcement of this Amendment
No. 1 or in order better to assure and confirm unto the Purchaser its rights and
remedies hereunder and to permit the exercise thereof in compliance with
applicable law.

                                      -2-
<PAGE>

    Section 7. Notices. All notices, demands and requests of any kind to be
delivered to any party hereto in connection with this Amendment No. 1 shall
be delivered in accordance with the notice provisions contained in the
Purchase Agreement.

    Section 8. Headings. The headings used herein are for convenience of
reference only and shall not affect the construction of, nor shall they be
taken into consideration in interpreting, this Amendment No. 1.

    Section 9. Counterparts. This Amendment No. 1 may be executed in any
number of separate counterparts, each of which shall be an original and all
of which taken together shall constitute one and the same instrument.

    Section 10. Applicable Law. THIS AMENDMENT NO. 1 SHALL BE GOVERNED BY, AND
CONSTRUED AND INTERPRETED IN ACCORDANCE WITH, THE LAW OF THE STATE OF NEW
YORK (WITHOUT GIVING EFFECT TO PRINCIPLES OF CONFLICTS OF LAW).

                           [SIGNATURE PAGES FOLLOW]

                                      -3-
<PAGE>

            IN WITNESS WHEREOF, the parties hereto have caused this Amendment
No. 1 to be duly executed and delivered as of the day and year first above
written.

                                    GREENFIELD ONLINE, INC.

                                    By: /s/ Jonathan A. Flatow
                                       -----------------------------------------
                                       Jonathan A. Flatow
                                       Secretary

                                    GREENFIELD HOLDINGS, LLC

                                    By: /s/ Jeffrey Horing
                                       -----------------------------------------
                                       Jeffrey Horing
                                       President<PAGE>

                             GREENFIELD ONLINE, INC.

                                 FIRST AMENDMENT
                   TO NON-QUALIFIED STOCK OPTION AGREEMENT

      THIS FIRST AMENDMENT ("Amendment") is made effective as of March 3, 2000
to those certain Non-Qualified Stock Option Agreements (the "Agreements") dated
as of, _______________, by and between Greenfield Online, Inc., a Delaware
corporation (the "Company") and ____________ ("Optionee").

      WHEREAS, pursuant to the Agreement, the Company granted Optionee a
non-qualified option to purchase shares of its common stock pursuant to the
Company's 1999 Stock Option Plan, which option is subject to the vesting
schedule set forth in Section 4(a) of the Agreement;

      WHEREAS,  Optionee is a key  employee  of the  Company  that the Company
desires to incentivize and treat fairly; and

      WHEREAS, Optionee and the Company have agreed to amend the Agreement in
order to provide for an acceleration of vesting in certain circumstances when
Optionee's employment with the Company terminates after a Corporate Transaction
(as defined below) in the Company;

      NOW THEREFORE, in consideration of the foregoing and for other good and
valuable consideration, the parties agree to amend the Agreement as follows:

      1.    The following defined terms shall be added to Section 1:

            "Cause" means a good faith finding by the Board of Directors of the
      Company that Optionee has: (i) engaged in conduct that constitutes gross
      malfeasance of office or flagrant disloyalty to the Company, dishonesty,
      fraud, or theft; (ii) willfully and repeatedly failed to carry out the
      reasonable directions of the Board or has engaged in conduct in clear
      violation of material policies of the Company; or (iii) been convicted of
      or entered a plea of nolo contendere to, a felony or crime under
      circumstances demonstrably injurious to the Company. Any termination by
      the Company of Optionee that is not for Cause shall be deemed to be
      without Cause.

            "Corporate Transaction" means any of the following events:

                  (i) Consummation of any merger or consolidation of the Company
      in which the Company is not the continuing or surviving corporation, or
      pursuant to which shares of Common Stock are converted into cash,
      securities, or other property, if following such merger or consolidation
      the holders of the Company's outstanding voting securities immediately
      prior to such merger or consolidation own less than 66-2/3% of the
      outstanding voting securities of the surviving corporation;

                  (ii) Consummation of any sale, lease, exchange, or other
      transfer, in one transaction or a series of related transactions, of all
      or substantially all of the Company's assets, other than a transfer of the
      Company's assets to a majority-owned subsidiary corporation of the
      Company; or

                                       1
<PAGE>

                  (iii) Approval by the holders of the Common Stock of any plan
      or proposal for the liquidation or dissolution of the Company.

            Ownership of voting securities shall take into account and shall
      include ownership as determined by applying Rule 13d-3(d)(1)(i) (as in
      effect on the date of adoption of the Plan) under the Exchange Act.

            "Good Reason" means any one of the following: (i) a material
      alteration of Optionee's title and status in the Company or assignment to
      duties and responsibilities inconsistent with his position; (ii) the
      relocation of Optionee to any place greater than twenty five (25) miles
      from his current principal location; (iii) the relocation of the Company's
      corporate headquarters to a location more than 10 miles from its current
      location in Wilton Connecticut; or (iv) a substantial reduction of
      Optionee's compensation package, unless such a reduction is made by the
      Company ratably with all other employees at similar levels of
      responsibility. Any resignation by Optionee that is not for Good Reason
      shall be deemed to be without Good Reason.

      2. The first sentence of Section 4(a) is amended by inserting the words
"or pursuant to Section 4(c)" after the word "Committee".

      3.    A new Section 4(c) is added as follows:

            (c) In the event that (i) the Company is subject to a Corporate
      Transaction, and (ii) within one (1) year of such Corporate Transaction,
      the Company terminates Optionee without Cause, or Optionee resigns his
      employment within sixty (60) days of an event that constitutes a Good
      Reason, all of the Option Shares shall immediately become Vested Shares
      and the Option shall be exercisable with respect to all such Option Shares
      for a period of sixty (60) days after such resignation or termination.
      Upon the expiration of such sixty (60) day period, the Option shall
      terminate with respect to any Option Shares as to which it is not
      exercised.

      4. The parties hereby acknowledge and reaffirm that all of the terms and
conditions of the Agreement not specifically amended herein shall remain in full
force and effect.

      IN WITNESS WHEREOF, the parties hereto have executed this Amendment as of
the date first mentioned above.

GREENFIELD ONLINE, INC.                   OPTIONEE

By _______________________                ________________________

Its

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