The document discusses the relevance of social media for market researchers, noting that platforms like Facebook have hundreds of millions of active users generating billions of pieces of user-generated content daily, and that analyzing this unstructured social data can provide insights into what people are saying, their sentiments, and who the influential voices are when traditional research methods are unable to explain why some people like a product but do not purchase it. It also addresses some common myths and challenges around using social media for research.