This study explores the lay view of pharmaceutical research and development--specifically pharmacogenomics. Forty-two persons participated in eight focus groups in Iceland. Participants were asked to comment on a future scenario consisting of predictions made by researchers concerning the consequences of the Human Genome Project over the next 40 years, and asked to give advice to politicians and the pharmaceutical industry. A dominating theme in the focus groups was the expectation that drugs developed based on pharmacogenomics will be more expensive than conventional mass produced drugs and concerns were voiced that this new technology would lead to inequalities locally and globally.