Do You Trust and Use User Generated Content For Your Marketing Plan?

[InsightsDigital]

As part of my market research component of a marketing plan, I have used user generated content in my qualitative market research to determine consumers' interest, mindset, and decision making process. I do wonder the veracity of content though at times and whether it will impact the overall findings. So do you wonder about validity, transperancy, and overall importance of user generated content?