Techniques to determine intracellular pH generally report the average pH of population and do not indicate whether or not there is significant variance among cells within the population. Population variance is important to ascribe pH changes on a per cell basis. The magnitude of the pH change in individual cells is important to ascribe physiological function to changes in pH. To determine the variability of cell responses, we have used dual wavelength fluorescence emission spectroscopy of intracellular dicyanohydroquinone monitored with flow cytometry to determine the pH of normal and transformed 3T3 cells in response to serum or serum components. All cells were mechanically harvested from subconfluent cultures. Large differences in pH were observed between serum-deprived and serum-conditioned normal, but not transformed, cells. Addition of serum caused cytosolic alkalinization, with the serum-deprived cells responding more slowly. Titration of cells with submaximal doses of serum indicate that the response of pH is graded, that all cells respond in similar manner, and that the relative affinity of transformed cells for the serum components causing the pH effect is about twice that of normal cells.