The amount of user-generated content (UgC) in social media is rising constantly. More and more consumers exchange their product and brand experiences using social media platforms. For this reason an in-depth analysis of content in social media seems to be an attractive alternative to traditional research methods because data is already available and at first glance it only has to be analyzed. A joint project between Dr. ing. h.c. F. Porsche ag and the market research agency sKoPos examines whether and to what extent social media analysis is able to provide valid insights. in what cases and when does social media analysis replace traditional research and when does it reach its limitations?