Porsche Research Rally: Can social media research replace traditional research methods?

Martin Einhorn, Michael Löffler and Olaf Hofmann

This article explores whether, and to what extent, social media analysis is able to provide valid consumer insights compared to traditional research methods.

Porsche Research Rally: Can social media research replace traditional research methods?

Martin Einhorn, Michael LöfflerPorsche AG, GermanyOlaf HofmannSKOPOS GmbH & Co. KG, Germany

Preface

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. This international market research project examines whether and to...

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