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The value of a company’s market research largely depends on the quality of its data. Can companies rely on social media as a novel participant pool for their research? - Boomerang Ideas allows a quota-based recruitment of survey respondents through targeted social media ads. A validation study in 2021 yielded first empirical evidence that Boomerang Ideas and social media in general offer a fast and affordable alternative to collect large customers samples that depict the public opinion. Innosuisse now supports and finances the collaboration between the UZH and Boomerang Ideas to further explore the potential of social media as a participant pool for market research.