Computational optimization strategies using algorithms (e.g., modified SIMPLEX method) present a fast, efficient alternative to univariant studies of chemical and physical experimental parameters of analytical flow systems.In this review, we give an overview of the applications of the SIMPLEX algorithm for optimizing analytical systems based on unsegmented flow techniques. We compare the different response functions used for evaluating the experimental data for optimization. We also discuss their advantages and shortcomings, and, with special focus on real-time applications, the problems involved in using SIMPLEX. We summarize in tabular form the analytical applications and the parameters optimized by the SIMPLEX method. (C) 2010 Elsevier Ltd. All rights reserved.