The rise of social media has drastically changed the market research landscape. Blogs, chat, and forums allow us to better connect with customers yet while yielding large amounts of new data with unexploited potential. We have developed a new methodology called social media netnography to address this spontaneous feedback. It allows researchers to make use of these large amounts of information in order to optimize products, get insights into certain target groups, and learn more about online branding. Recently, this technique was applied in cooperation with RTL Nederland to evaluate two television shows: 'So You Think You Can Dance' and 'X Factor'