In the present investigation, we develop a method for estimating theological parameters of viscoelastic fluids using velocity measurement in a square straight channel. It is believed that a somewhat complicated patterns of secondary flows due to the non-zero second normal stress difference are more useful than the simple viscometric flows traditionally adopted in the determination of rheological parameters. The inverse problem of determining the rheological parameters from a set of velocity measurements is solved using a conjugate gradient method. When applied to a general constitutive equation encompassing the UCM model, the Oldroyd-B model and the PTT model, the present method is found to yield a reasonably accurate estimation of five theological parameters simultaneously even with noisy velocity measurements. (C) 2007 Elsevier Ltd. All rights reserved.