Document:

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                    AMENDED AND RESTATED EMPLOYMENT AGREEMENT

                                     BETWEEN

                             GREENFIELD ONLINE, INC.

                                       AND

                                 ROBERT E. BIES

                                  MARCH 3, 2000

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                                                            AMENDED AND RESTATED
                                                EMPLOYMENT AGREEMENT dated as of
                                               March 3, 2000, between GREENFIELD
                                    ONLINE, INC., a Connecticut corporation (the
                               "Company"), and ROBERT E. BIES (the "Executive").

                  The Company is engaged in the business (the "Subject
Business") of providing customized and syndicated marketing research services
over the Internet. The Executive has experience as a corporate financial officer
which experience is valuable to the Subject Business and the Company and the
Company desires to employ and the Executive desires to be employed as the
Company's Chief Financial Officer.

                  The Executive and the Company entered into an Employment
Agreement dated October 3, 2000, and now desire to enter into this Amended and
Restated Employment Agreement to set forth the terms governing the Executive's
employment as well as to provide adequate and reasonable protection for the
Company's legitimate business interest of safeguarding its tradesecrets,
confidential information, customer and employee relationships

                  NOW, THEREFORE, in consideration of the mutual covenants
contained herein and in the Purchase Agreement and other good and valuable
consideration, the receipt and sufficiency of which are hereby acknowledged, the
parties hereto agree as follows:

Section 1.        Employment.

                  The Company shall employ the Executive, and the Executive
accepts employment with the Company, upon the terms and conditions set forth in
this Agreement for the period beginning on the Effective Date (as defined in
Section 14(j)) and ending on the Termination Date determined pursuant to Section
4(a) (the "Employment Period"). This is not a contract of employment. Executive
is an employee-at-will and may be terminated by Company at any time with or
without cause.

Section 2.        Base Salary, Bonus and Benefits.

                  (a) During the Employment Period, the Executive's base salary
shall be $175,000 per annum or such other rate as the Compensation Committee of
the Board (excluding the Executive if he should be a member of the Board or the
Compensation Committee at the time of such determination) may designate from
time to time (the "Base Salary"), which salary shall be reviewed by the
Compensation Committee on an annual basis and payable in such installments as is
customary for other senior executives of the Company. In addition, during the
Employment Period, the Executive shall be entitled to (i) participate in all
employee benefit programs for which other senior executives of the Company are
generally eligible, (ii) be eligible to participate in all insurance plans
available generally to other senior executives of the Company, and (iii) take 3
weeks of paid vacation annually. In the case of any partial month during the
Employment Period, reimbursements, payments and other entitlements pursuant to
this Section 2 shall be made or provided to the Executive on a per diem basis.
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                  (b) In addition to the Base Salary and benefits set forth in
paragraph (a) above, during the Employment Period the Executive shall be
entitled to receive a bonus, if any, with respect to each full calendar year
occurring during the Employment Period, commencing with the calendar year ending
December 31, 1999, such bonus, if any, to be paid in a lump sum following the
end of the calendar year with respect to which such bonus is payable (such bonus
to be paid at the same time bonuses are to be paid to other senior executives of
the Company). The bonus for any full calendar year of the Employment Period
shall be in an amount not to exceed 35% of the Base Salary for such calendar
year, subject to and based upon the achievement by the Company and the Executive
of certain performance targets and/or criteria to be specified by the Board. The
performance targets and/or criteria for 1999 shall be disclosed to the Executive
within 30 days of the Effective Date, and for each succeeding year of this
Agreement shall be disclosed during the first quarter of each such year. The
amount of the bonus, if any, to be paid shall be reviewed by the Compensation
Committee on an annual basis.

                  (c) The Company shall reimburse the Executive for (i) all
reasonable expenses incurred by him in the course of performing his duties under
this Agreement which are consistent with the Company's policies in effect from
time to time with respect to travel, entertainment and other business expenses,
subject to the Company's requirements with respect to reporting and
documentation of such expenses; and, (ii) all reasonable expenses up to the
total amount of $35,000 actually incurred and paid for by Executive in
connection with his relocation from New Jersey to Connecticut, including
realtor's commissions for the sale of Executive's residence in New Jersey,
moving expenses, temporary housing, storage expenses, travel related to "house
hunting" and other reasonable expenses.

                  (d) The Company shall deduct from any payments to be made by
it to the Executive under this Agreement any amounts required to be withheld in
respect of any Federal, state or local income or other taxes.

                  (e) Subject to the approval of the Board of Directors, the
Company will grant the Executive options (the "Options") to purchase 100,000
shares of Class A Common Stock, $.01 par value (the "Class A Common"), of the
Company pursuant to the Company's 1999 Stock Option Plan (the "Option Plan"),
with an exercise price of $1.03 per share. The Options will be evidenced by a
Stock Option Agreement between the Executive and the Company. The Option Plan
and the Stock Option Agreement will contain all of the terms and conditions of
the Executive's Options. As a condition to the issuance of the Options
referenced herein, the Executive will be required to sign a Joinder to the
Company's Shareholder Agreement.

Section 3.        Position and Duties.

                  (a) During the Employment Period, the Executive shall
initially serve as Chief Financial Officer of the Company, and shall report to
Rudy Nadilo, President and CEO. The Executive acknowledges and agrees that he
owes a fiduciary duty of loyalty to the Company to discharge his duties and
otherwise act in a manner consistent with the best interests of the Company and
its Subsidiaries.

                  (b) During the Employment Period, the Executive shall devote
his best efforts and full working time, attention and energies to the
performance of his duties and responsibilities

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under this Agreement (except for vacations to which he is entitled pursuant to
Section 2(a) and except for illness or incapacity). During the Employment
Period, the Executive shall not engage in any business activity which, in the
reasonable judgment of the Board (excluding the Executive if he should be a
member of the Board at the time of such determination), conflicts with the
duties of the Executive hereunder, whether or not such activity is pursued for
gain, profit or other pecuniary advantage.

Section 4.        Termination.

                  (a) Termination Date. The Executive's employment under this
Agreement shall terminate upon the earliest to occur (the date of such
occurrence being the "Termination Date") of (i) the effective date of the
Executive's resignation (a "Resignation"), (ii) the Executive's death or
Disability (an "Involuntary Termination"), (iii) the effective date of a
termination of the Executive's employment for Cause by the Board (a "Termination
for Cause"), and (iv) the effective date of a termination of the Executive's
employment by the Board for reasons that do not constitute Cause or as a result
of the Company's election not to renew this Agreement pursuant to Section 1 (a
"Termination Without Cause"). The effective date of a Resignation shall be as
determined under Section 4(b); the effective date of an Involuntary Termination
shall be the date of death or, in the event of a Disability, the date specified
in a notice delivered to the Executive by the Company; and the effective date of
a Termination for Cause or a Termination Without Cause shall be the date
specified in a notice delivered to the Executive by the Company of such
termination.

                  (b) Resignation. The Executive shall give the Company and the
Board at least 90 days' prior written notice of a Resignation, with the
effective date of such Resignation specified therein. The Board may, in its
discretion, accelerate the effective date of the Resignation.

Section 5.        Effect of Termination; Severance.

                  (a) In the event of a Termination Without Cause, the Executive
or his beneficiaries or estate shall have the right to receive the following:

                           (i) the unpaid portion of the Base Salary, computed
                  on a pro rata basis to the Termination Date;

                           (ii) either six (6) months of Base Salary, or, one
                  month of Base Salary for each full year of Executive's service
                  with the Company, whichever amount is greater, payable in the
                  same amounts and at the same intervals as the Base Salary was
                  paid immediately prior to the Termination Date; ; provided,
                  however, that should the Executive obtain subsequent
                  employment (as an employee, consultant, independent contractor
                  or otherwise) such payments to the Executive by the Company
                  shall immediately cease. In the event of a breach by the
                  Executive of Section 6, 7, 8, or 9 on or after the Termination
                  Date, the provisions of Section 11 shall apply;

                           (iii) reimbursement for any expenses for which the
                  Executive shall not have been previously reimbursed, as
                  provided in Section 2(c); and

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                           (iv) the portion of any bonus payable in accordance
                  with Section 2(b) for the calendar year in which such
                  termination occurs, pro rated through the date of such
                  termination on a per diem basis.

                  (b) In the event of a Termination for Cause, an Involuntary
Termination or a Resignation, the Executive or his beneficiaries or estate shall
have the right to receive the following:

                           (i) the unpaid portion of the Base Salary, computed
                  on a pro rata basis to the Termination Date; and

                           (ii) reimbursement for any expenses for which the
                  Executive shall not have been previously reimbursed, as
                  provided in Section 2(c).

                  (c) Upon any termination, neither the Executive nor his
beneficiaries or estate shall have any further rights under this Agreement or
any rights arising out of this Agreement other than as provided in Sections 5(a)
and (b) above.

Section 6.        Nondisclosure and Nonuse of Confidential Information.

                  The Executive will not disclose or use at any time, either
during the Employment Period and for a period of five years thereafter, any
Confidential Information of which the Executive is or becomes aware, whether or
not such information is developed by him, except to the extent that such
disclosure or use is directly related to and required by the Executive's
performance of duties assigned to the Executive by the Company.

Section 7.        Inventions and Patents.

                  The Executive agrees that all Work Product belongs to the
Company. The Executive will promptly disclose such Work Product to the Board and
perform all actions reasonably requested by the Board (whether during or after
the Employment Period) to establish and confirm such ownership (including,
without limitation, the execution and delivery of assignments, consents, powers
of attorney and other instruments) and to provide reasonable assistance to the
Company in connection with the prosecution of any applications for patents,
trademarks, trade names, service marks or reissues thereof or in the prosecution
or defense of interferences relating to any Work Product.

Section 8.        Non-Compete, Non-Solicitation, Non-Disparagement.

                  The Executive acknowledges and agrees with the Company that,
during the course of the Executive's employment with the Company, the Executive
has had and will continue to have the opportunity to develop relationships with
existing employees, customers and other business associates of the Company and
its Subsidiaries which relationships constitute goodwill of the Company, and the
Company would be irreparably damaged if the Executive were to take actions that
would damage or misappropriate such goodwill.
Accordingly, the Executive agrees as follows:

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                  (a) The Executive acknowledges that the Company currently
conducts the Subject Business throughout the world (the "Territory").
Accordingly, during the term hereof and until the first anniversary of the
Termination Date (the "Non-Compete Period"), the Executive shall not, directly
or indirectly, enter into, engage in, assist, give or lend funds to or otherwise
finance, be employed by or consult with, or have a financial or other interest
in, any business which competes or could, in the reasonable judgment of the
Board, be deemed to be in competition with, at the time in question, the Company
within the Territory, whether for or by himself or as an independent contractor,
agent, stockholder, partner or joint venturer for any other Person. To the
extent that the covenant provided for in this Section 8(a) may later be deemed
by a court to be too broad to be enforced with respect to its duration or with
respect to any particular activity or geographic area, the court making such
determination shall have the power to reduce the duration or scope of the
provision, and to add or delete specific words or phrases to or from the
provision. The provision as modified shall then be enforced.

                  (b) Notwithstanding the foregoing, the aggregate ownership by
the Executive of no more than two percent (on a fully-diluted basis) of the
outstanding equity securities of any Person, which securities are traded on a
national or foreign securities exchange, quoted on the NASDAQ stock market or
other automated quotation system, and which Person competes with the Company (or
any part thereof) within the Territory, shall not be deemed to be a violation of
Section 8(a). In the event that any Person in which the Executive has any
financial or other interest directly or indirectly enters into a business during
the Non-Compete Period that competes with the Company within the Territory, the
Executive shall divest all of his interest (other than as permitted to be held
pursuant to the first sentence of this Section 8(b)) in such Person within 15
days after such Person enters into such business that competes with the Company
within the Territory.

                  (c) The Executive covenants and agrees that, during the period
commencing with the Effective Date and ending on the first anniversary of the
date on which the Executive ceases to be employed by the Company for any reason
whatsoever, the Executive will not, directly or indirectly, either for himself
or for any other Person (A) solicit any employee of the Company or any of its
Subsidiaries to terminate his or her employment with the Company or any of its
Subsidiaries or employ any such individual during his or her employment with the
Company or any of its Subsidiaries and for a period of one year after such
individual terminates his or her employment with the Company or any of its
Subsidiaries, (B) solicit any customer of the Company or any of its Subsidiaries
to purchase or distribute information, products or services of or on behalf of
the Executive or such other Person that are competitive with the information,
products or services provided by the Company or any of its Subsidiaries, or (c)
take any action that may cause injury to the relationships between the Company
or any of its Subsidiaries or any of their employees and any lessor, lessee,
vendor, supplier, customer, distributor, employee, consultant or other business
associate of the Company or any of its Subsidiaries as such relationship relates
to the Company's or any of its Subsidiaries' conduct of their business.

                  (d) The Executive understands that the foregoing restrictions
may limit his ability to earn a livelihood in a business which is competitive
with the business of the Company and any of its Subsidiaries, but he
nevertheless believes that he has received and will receive sufficient
consideration and other benefits as an employee of the Company and as otherwise
provided hereunder or as described in the recitals hereto to clearly justify
such restrictions which, in any

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event (given his education, skills and ability), the Executive does not believe
would prevent him from otherwise earning a living.

                  (e) The foregoing non-compete restrictions shall not apply in
the event that the Executive is forced to terminate his employment with the
Company as a result of a material breach by the Company of any of its
obligations to the Executive under this Agreement, the Shareholders' Agreement
between the Company, the Executive and the other shareholders of the Company, to
be entered into in connection with the Closing under the Purchase Agreement, and
Stock Option Agreements entered into between the Company and the Executive.

Section 9.        Delivery of Materials Upon Termination of Employment.

                  The Executive shall deliver to the Company at the termination
of the Employment Period or at any time the Company may request all memoranda,
notes, plans, records, reports, computer tapes and software and other documents
and data (and copies thereof) relating to the Confidential Information, Work
Product or the Subject Business which he may then possess or have under his
control regardless of the location or form of such material and, if requested by
the Company, will provide the Company with written confirmation that all such
materials have been delivered to the Company.

Section 10.       Insurance.

                  The Company may, for its own benefit, maintain "keyman" life
and disability insurance policies covering the Executive. The Executive will
cooperate with the Company and provide such information or other assistance as
the Company may reasonably request in connection with the Company obtaining and
maintaining such policies.

Section 11.       Enforcement.

                  Because the Executive's services are unique and because the
Executive has access to Confidential Information and Work Product, the parties
hereto agree that money damages would be an inadequate remedy for any breach of
this Agreement. Therefore, in the event of a breach or threatened breach of this
Agreement, the Company or its successors or assigns may, in addition to other
rights and remedies existing in their favor, apply to any court of competent
jurisdiction for specific performance and/or injunctive or other relief in order
to enforce, or prevent any violations of, the provisions hereof (without posting
a bond or other security). In addition to the foregoing, and not in any way in
limitation thereof, or in limitation of any right or remedy otherwise available
to the Company, if the Executive violates any provision of the foregoing
Sections 6, 7, 8 or 9, any payments then or thereafter due from the Company to
the Executive pursuant to Section 5(a)(ii) shall be terminated forthwith and the
Company's obligation to pay and the Executive's right to receive such payments
shall terminate and be of no further force or effect, in each case without
limiting or affecting the Executive's obligations under such Sections 6, 7, 8
and 9 or the Company's other rights and remedies available at law or equity.

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Section 12.       Representations.

                  Each party hereby represents and warrants to the other party
that (a) the execution, delivery and performance of this Agreement by such party
does not and will not conflict with, breach, violate or cause a default under
any agreement, contract or instrument to which such party is a party or any
judgment, order or decree to which such party is subject, and (b) upon the
execution and delivery of this Agreement by such party, this Agreement will be a
valid and binding obligation of such party, enforceable in accordance with its
terms, except as enforcement hereof may be limited by any applicable bankruptcy,
reorganization, insolvency or other laws affecting creditors rights generally or
by general principles of equity. In addition, the Executive represents and
warrants to the Company that the Executive is not a party to or bound by any
employment agreement, consulting agreement, non-compete agreement,
confidentiality agreement or similar agreement with any other Person. The
Company and the Executive hereby terminate all existing employment or consulting
agreements between them, if any, to the extent such agreements may be in effect
after the date hereof.

Section 13.       Definitions.

                  "Board" shall mean the board of directors of the Company.

                  "Business Day" shall mean any day that is not a Saturday,
Sunday, or a day on which banking institutions in New York are not required to
be open.

                  "Cause" shall mean (i) the Executive's material breach of any
of the terms of this Agreement; (ii) the conviction of a crime involving fraud,
theft or dishonesty by the Executive; (iii) the Executive's willful and
continuing disregard of lawful instructions of the Board or superiors (if any);
(iv) the continued use of alcohol or drugs by the Executive to an extent that,
in the good faith determination of the Board, such use interferes in any manner
with the performance of the Executive's duties and responsibilities; or (v) the
conviction of the Executive for violating any Law constituting a felony
(including the Foreign Corrupt Practices Act of 1977).

                  "Confidential Information" means information that is not
generally known to the public and that is used, developed or obtained by the
Company or any of its Subsidiaries in connection with the Subject Business,
including, but not limited to, (i) information, observations, procedures and
data obtained by the Executive while employed by the Company (including those
obtained prior to the date of this Agreement) concerning the business or affairs
of the Company or any of its Subsidiaries, (ii) products or services, (iii)
costs and pricing structures, (iv) analyses, (v) drawings, photographs and
reports, (vi) computer software, including operating systems, applications and
program listings, (vii) flow charts, manuals and documentation, (viii) data
bases, (ix) accounting and business methods, (x) inventions, devices, new
developments, methods and processes, whether patentable or unpatentable and
whether or not reduced to practice, (xi) customers and customer lists, (xii)
other copyrightable works, (xiii) all production methods, processes, technology
and trade secrets, and (xiv) all similar and related information in whatever
form. Confidential Information will not include any information that has been
published in a form generally available to the public prior to the date the
Executive proposes to disclose or use such information. Confidential Information
will not be deemed to have been published merely because individual portions of
the information have been separately published,

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but only if all material features comprising such information have been
published in combination.

                  "Disability" shall mean the physical or mental inability of
the Executive (i) to substantially perform all of his duties under this
Agreement for a period of 90 consecutive days or longer or for any 90 days in
any period of 365 consecutive days, or (ii) that, in the opinion of a physician
selected by the Board (excluding the Executive if the Executive is a member of
the Board at such time) is likely to prevent the Executive from substantially
performing all of his duties under this Agreement for more than 90 days in any
period of 365 consecutive days.

                  "Subsidiary" of the Company means and includes (i) any
corporation more than 50% of whose stock of any class or classes having by the
terms thereof ordinary voting power to elect a majority of the directors of such
corporation (irrespective of whether or not at the time stock of any class or
classes of such corporation shall have or might have voting power by reason of
the happening of any contingency) is at the time owned by the Company or
indirectly through Subsidiaries and (ii) any partnership, association, joint
venture or other entity (other than a corporation) in which the Company directly
or indirectly through Subsidiaries, has more than a 50% equity interest at the
time.

                  "Work Product" shall mean all inventions, innovations,
improvements, technical information, systems, software developments, methods,
designs, analyses, drawings, reports, service marks, trademarks, tradenames,
logos and all similar or related information (whether patentable or
unpatentable) which relates to the Company's or any of its Subsidiaries' actual
or anticipated business, research and development or existing or future products
or services and which are conceived, developed or made by the Executive in
connection with or relating to (whether or not during usual business hours and
whether or not alone or in conjunction with any other Person) the Executive's
position and duties while employed by the Company (including those conceived,
developed or made prior to the date of this Agreement) together with all patent
applications, letters patent, trademark, tradename and service mark applications
or registrations, copyrights and reissues thereof that may be granted for or
upon any of the foregoing.

Section 14.       General Provisions.

                  (a) Severability. It is the desire and intent of the Parties
hereto that the provisions of this Agreement be enforced to the fullest extent
permissible under the laws and public policies applied in each jurisdiction in
which enforcement is sought. Accordingly, if any particular provision of this
Agreement shall be adjudicated by a court of competent jurisdiction to be
invalid, prohibited or unenforceable for any reason, such provision, as to such
jurisdiction, shall be ineffective, without invalidating the remaining
provisions of this Agreement or affecting the validity or enforceability of this
Agreement or affecting the validity or enforceability of such provision in any
other jurisdiction. Notwithstanding the foregoing, if such provision could be
more narrowly drawn so as not to be invalid, prohibited or unenforceable in such
jurisdiction, it shall, as to such jurisdiction, be so narrowly drawn, without
invalidating the remaining provisions of this Agreement or affecting the
validity or enforceability of such provision in any other jurisdiction.

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                  (b) Notices. All notices, requests, demands, claims and other
communications hereunder shall be in writing and sufficient if (i) delivered
personally, (ii) delivered by certified United States Post Office mail, return
receipt requested, (iii) telecopied or (iv) sent to the recipient by a
nationally-recognized overnight courier service (charges prepaid) and addressed
to the intended recipient as set forth below:

                   (a)     if to the Executive, to:

                           with a copy to:

                   (b)     if to the Company, to:

                                    Greenfield Online, Inc.

                                    15 River Road, Suite 310
                                    Wilton, CT 06897
                                    Attention:  General Counsel
                                    Telecopier:  (203) 846-5700

                           with copies to:

                                    Wake, See, Dimes & Bryniczka
                                    27 Imperial Avenue
                                    P.O. Box 777
                                    Westport, CT  06881
                                    Attention:  Jacob P. Bryniczka
                                    Telecopier: (203) 226-1641

or such other address as the recipient party to whom notice is to be given may
have furnished to the other party in writing in accordance herewith. Any such
communication shall deemed to have been delivered and received (a) in the case
of personal delivery, on the date of such delivery, (b) in the case of delivery
by mail, on the third Business Day following such mailing, (c) if telecopied, on
the date telecopied, and (d) in the case of delivery by nationally-recognized,
overnight courier, on the Business Day following dispatch.

                  (c) Entire Agreement. This Agreement and the documents
expressly referred to herein embody the complete agreement and understanding
among the parties and supersede and preempt any prior understandings, agreements
or representations by or among the parties, written or oral, which may have
related to the subject matter hereof in any way.

                  (d) Counterparts. This Agreement may be executed in two or
more counterparts, each of which shall be deemed an original and all of which
together shall constitute one and the same instrument.

                  (e) Successors and Assigns. Except as otherwise provided
herein, this Agreement shall bind and inure to the benefit of and be enforceable
by the Executive and the Company and their respective successors, assigns,
heirs, representatives and estate, as the case may be;

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provided, however, that the obligations of the Executive under this Agreement
shall not be assigned without the prior written consent of the Company.

                  (f) Amendment and Waiver. The provisions of this Agreement may
be amended and waived only with the prior written consent of the Company and the
Executive, and no course of conduct or failure or delay in enforcing the
provisions of this Agreement shall affect the validity, binding effect or
enforceability of this Agreement or any provision hereof.

                  (g) Governing Law. This Agreement shall be governed by and
construed in accordance with the domestic laws of the State of Connecticut
without giving effect to any choice or conflict of law provision or rule that
would cause the application of the laws of any jurisdiction other than the State
of Connecticut.

                  (h) Descriptive Headings; Nouns and Pronouns. Descriptive
headings are for convenience only and shall not control or affect the meaning or
construction of any provision of this Agreement. Whenever the context may
require, any pronouns used herein shall include the corresponding masculine,
feminine or neuter forms, and the singular form of nouns and pronouns shall
include the plural and vice-versa.

                  (i) Waiver of Jury Trial. EACH OF THE PARTIES HERETO HEREBY
IRREVOCABLY WAIVES ALL RIGHT TO TRIAL BY JURY IN ANY ACTION, PROCEEDING OR
COUNTERCLAIM ARISING OUT OF OR RELATING TO THIS AGREEMENT.

This Amended and Restated Employment Agreement shall be effective as of the date
first written.

                                    * * * * *

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IN WITNESS WHEREOF, the parties hereto have executed this Employment Agreement
as of the date first written above.

                                             GREENFIELD ONLINE, INC.

                                             By: /s/
                                                 -------------------------------
                                                 Name:  Rudy Nadilo
                                                 Title: President and CEO

                                             EXECUTIVE

                                             /s/
                                             -----------------------------------
                                             Robert E. Bies<PAGE>

                                             FORM OF NON-QUALIFIED STOCK OPTION
                                    AGREEMENT dated as of [_______________],
                                    1999, between GREENFIELD ONLINE, INC., a
                                    Connecticut corporation (the "Company"), and
                                    [OPTIONEE] (the "Optionee").

                  The Company, acting through its Board of Directors or a
committee thereof, has granted to the Optionee, effective as of the date of this
Agreement, an option under the Company's 1999 Stock Option Plan (the "Plan"), a
copy of which is attached as Exhibit A hereto, to purchase Class A Common
Shares, $0.01 par value per share, of the Company (the "Class A Common Shares")
on the terms and subject to the conditions set forth in this Agreement.

                  NOW, THEREFORE, in consideration of the premises and of the
mutual agreements contained in this Agreement, the parties hereby agree as
follows:

         Section 1. Definitions. As used in this Agreement, the following terms
have the meanings set forth below:

                  "Board" means the Board of Directors of the Company or the
         Committee (as defined in the Plan).

                  "Plan" means the 1999 Stock Option Plan of the Company.

                  "Purchase Agreement" means the Stock Purchase and Redemption
         Agreement dated as of May 17, 1999, among the Company and the other
         parties thereto, as the same may be amended, modified or supplemented
         from time to time.

                  "Shareholders' Agreement" means the Shareholders' Agreement
         dated as of May 17, 1999, among the Company and the shareholders of the
         Company, as the same may be amended, modified or supplemented from time
         to time.

                  "Transfer" means, with respect to any Class A Common Shares or
         Options, to sell, or in any other way transfer, assign, pledge,
         distribute, encumber or otherwise dispose of, such Class A Common
         Shares or Options, either voluntarily or involuntarily and with or
         without consideration.

                  "Vested Shares" means the Class A Common Shares with respect
         to which the Option is exercisable at any particular time.

                  The Plan. The terms and provisions of the Plan are hereby
         incorporated into this Agreement as if set forth herein in their
         entirety. In the event of a conflict between any

<PAGE>

         provision of this Agreement and the Plan, the provisions of the Plan
         shall control. A copy of the Plan may be obtained from the Company by
         the Optionee upon request. Capitalized terms used herein but not
         defined herein shall have the meanings set forth in the Plan.

         Section 2. Option; Option Price. On the terms and subject to the
conditions of this Agreement, the Optionee shall have the option (the "Option")
to purchase up to [_________] Class A Common Shares of the Company (the "Option
Shares") at the price of $[______] per Class A Common Share (the "Option Price")
at the times and in the manner set forth herein. The Option is not intended to
qualify for federal income tax purposes as an "incentive stock option" within
the meaning of Section 422 of the Code.

         Section 3. Term. The term of the Option (the "Option Term") shall
commence on the date hereof and expire on the tenth ---- ----------- anniversary
of the date hereof, unless the Option shall theretofore have been terminated in
accordance with the terms of the Plan (including Sections 7(b) or 12 thereof) or
this Agreement (the date of such expiration or termination, the "Vesting
Termination Date").

         Section 4. Time of Exercise.

                      (a) Unless accelerated in the sole discretion of the
         Committee, the Option shall become exercisable in accordance with the
         following schedule:

    Vesting Date ("Vesting Date")                  Percentage of Vested Shares
    -----------------------------                  ---------------------------
[First anniversary of grant date]                               25%
[insert each six-month anniversary]                            12.5%

                      (b) The Option shall remain exercisable as to all Vested
         Shares until the Vesting Termination Date. Option Shares that do not
         constitute Vested Shares on the Vesting Termination Date shall not
         become Vested Shares after the Vesting Termination Date.

         Section 5. Procedure for Exercise.

                      (a) The Option may be exercised with respect to Vested
         Shares, from time to time, in whole or in part (but for the purchase of
         whole Common Shares only (as described in Section 9(c) of the Plan)),
         by delivery of a written notice (the "Exercise Notice") from the
         Optionee to the Secretary of the Company, which Exercise Notice shall:

                           (i) state that the Optionee elects to exercise the
                  Option;

                                       -2-
<PAGE>

                           (ii) state the number of Vested Shares with respect
                  to which the Optionee is exercising the Option;

                           (iii) include any representations of the Optionee
                  required under Section 8 hereof;

                           (iv) include appropriate proof of the right of such
                  Person to exercise the Option in the event that the Option
                  shall be exercised by any Person other than the Optionee;

                           (v) state the date upon which the Optionee desires to
                  consummate the purchase of such Vested Shares (which date must
                  be prior to the end of the Option Term); and

                           (vi) comply with such further provisions consistent
                  with the Plan as the Committee may reasonably require.

                      (b) Payment of the Option Price for the Vested Shares to
         be purchased on the exercise of the Option shall be made as provided in
         Section 8(a) of the Plan.

                      (c) The Company shall be entitled to require as a
         condition of delivery of the Vested Shares that the Optionee remit or,
         in appropriate cases, agree to remit when due an amount in cash
         sufficient to satisfy all current or estimated future federal, state
         and local income tax withholding and the employee's portion of any
         employment taxes relating thereto.

                      (d) The Optionee shall deliver to the Company a copy of
         any election filed by the Optionee with the Internal Revenue Service
         under Section 83(b) of the Code no later than 30 days following the
         filing of such election with the Internal Revenue Service.

         Section 6. No Rights as a Holder of Common Shares. The Optionee shall
not have any rights or privileges of a holder of Class A Common Shares with
respect to any Option Shares until the date of payment for such Option Shares
pursuant to the exercise of the Option.

         Section 7. Restriction on Transfer of Options. Notwithstanding any
provision to the contrary in the Shareholders' Agreement, the Option cannot be
Transferred and may be exercised during the lifetime of the Optionee only by the
Optionee, subject to Section 10(b) of the Plan.

         Section 8. Shareholders' Agreement. The Optionee acknowledges that this
Option and all Option Shares shall be subject to the provisions of the
Shareholders' Agreement which are applicable to Retained Shareholder Shares (as
such term is defined in the Shareholders' Agreement) in addition to the
provisions of this Agreement and the Plan. The Optionee is a Retained
Shareholder (as such term is defined in the Shareholders' Agreement) and agrees
to comply with all of the terms of the Shareholders' Agreement.

                                      -3-
<PAGE>

         Section 9. Restrictive Legend. No Options shall be granted, and no
Class A Common Shares shall be issued and delivered upon the exercise of Options
granted, unless and until the Company and/or the Optionee shall have complied
with all applicable laws, rules and regulations of all public agencies and
authorities applicable to the issuance and distribution of such Common Shares
and to the listing of such Class A Common Shares on any stock exchange on which
any of the shares of the capital stock of the Company may be listed. As a
condition of participating in the Plan, each Optionee agrees to comply with all
such laws, rules and regulations and agrees to furnish to the Company all
information and undertakings as may be required to permit compliance with such
laws, rules and regulations. The Committee in its discretion may, as a condition
to the exercise of any Option granted under the Plan, require an Optionee (i) to
represent in writing that the shares received upon exercise of an Option are
being acquired for investment and not with a view to distribution and (ii) to
make such other representations and warranties as are deemed appropriate by the
Company. All certificates representing Option Shares issued upon exercise of the
Option shall, unless otherwise determined by the Committee, have affixed thereto
the legend required by the Shareholders' Agreement.

         Section 10. Notices. All notices, claims, certificates, requests,
demands and other communications hereunder shall be in writing and shall be
deemed to have been duly given and delivered if personally delivered or if sent
by nationally-recognized overnight courier, by telecopy, or by registered or
certified mail, return receipt requested and postage prepaid, addressed as
follows:

                  (a) if to the Company to:

                      Greenfield Online, Inc.
                      274 Riverside Avenue
                      Westport, Connecticut  06880
                      Attention: Chief Executive Officer
                      Facsimile: (203) 221-0791
                      Telephone: (203) 221-0411

                      and

                      Wake, See, Dimes & Bryncizka
                      27 Imperial Avenue
                      Westport, CT  06881
                      Attention: Jonathan A. Flatten
                      Facsimile: (203) 226-1641
                      Telephone: (203)

                      with a copy to:

                      Greenfield Holdings, LLC
                      c/o InSight Capital Partners III, L.P.
                      122 East 42nd Street

                                      -4-

<PAGE>

                      Suite 2300
                      New York, NY  10168
                      Attention: Jeff Horing
                      Facsimile: (212) 681-0972
                      Telephone: (212) 681-8181

                      and

                      O'Sullivan Graev & Karabell, LLP
                      30 Rockefeller Plaza
                      New York, NY  10112
                      Attention: Ilan S. Nissan, Esq.
                      Facsimile: (212) 408-2420
                      Telephone: (212) 408-2443

                  (b) if to the Optionee, to him at:

                      [Optionee]
                      [Address]
                      Facsimile:
                      Telephone:

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. Any such notice
or communication shall be deemed to have been received (i) in the case of
personal delivery, on the date of such delivery (or if such date is not a
business day, on the next business day after the date sent), (ii) in the case of
nationally-recognized overnight courier, on the next business day after the date
sent, (iii) in the case of telecopy transmission, when received (or if not sent
on a business day, on the next business day after the date sent), and (iv) in
the case of mailing, on the third business day following that on which the piece
of mail containing such communication is posted.

         Section 11. Waiver of Breach. The waiver by either party of a breach of
any provision of this Agreement must be in writing and shall not operate or be
construed as a waiver of any other or subsequent breach.

         Section 12. Optionee's Undertaking. The Optionee hereby agrees to take
whatever additional actions and execute whatever additional documents the
Company may in its reasonable judgment deem necessary or advisable in order to
carry out or effect one or more of the obligations or restrictions imposed on
the Optionee pursuant to the express provisions of this Agreement and the Plan.

         Section 13. Modification of Rights. The rights of the Optionee are
subject to modification and termination in certain events as provided in this
Agreement and the Plan. This

                                      -5-

<PAGE>

Agreement may not be amended except by written agreement executed by the Company
and the Optionee.

         Section 14. Governing Law. This Agreement shall be governed by, and
construed in accordance with, the laws of the State of New York (without giving
effect to principles of conflicts of law).

         Section 15. Counterparts. This Agreement may be executed in one or more
counterparts, and each such counterpart shall be deemed to be an original, but
all such counterparts together shall constitute but one agreement.

         Section 16. Entire Agreement; The Plan. This Agreement and the Plan
(and the other writings referred to herein) constitute the entire agreement
between the parties with respect to the subject matter hereof and thereof and
supersede all prior written or oral negotiations, commitments, representations
and agreements with respect thereto.

         Section 17. Severability. In the event any one or more of the
provisions of this Agreement should be held invalid, illegal or unenforceable in
any respect in any jurisdiction, such provision or provisions shall be
automatically deemed amended, but only to the extent necessary to render such
provision or provisions valid, legal and enforceable in such jurisdiction, and
the validity, legality and enforceability of the remaining provisions of this
Agreement shall not in any way be affected or impaired thereby.

                                     * * * *

                                      -6-

<PAGE>

         IN WITNESS WHEREOF, the parties hereto have executed this Option
Agreement as of the date first written above.

                                             GREENFIELD ONLINE, INC.

                                             By:________________________________
                                                Name:
                                                Title:

                                                ________________________________
                                             [Optionee]

<PAGE>

                                    EXHIBIT A

                             1999 Stock Option Plan

                                 [See attached]

<PAGE>

                             GREENFIELD ONLINE, INC.

                                 FIRST AMENDMENT
                     TO NON-QUALIFIED STOCK OPTION AGREEMENT

         THIS FIRST AMENDMENT ("Amendment") is made effective as of March __,
2000 to that certain Non-Qualified Stock Option Agreement (the "Agreement")
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;

<PAGE>

                           (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

                           (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

<PAGE>

By __________________________                           ________________________
Its _________________________

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