Groupe Danone is one of the largest food companies in the world. It is the leading food company in France, Italy and Spain. It is ranked third in Europe and seventh worldwide. In Italy, Danone has invested more in probiotic products, such as Activia and Actimel. During the first three months of last year, the company carried out an opinion poll by launching a campaign called ‘Choose the Flavour' on the Facebook fanpage Activia Italia. The goal was to let consumers directly select the new yoghurt flavours. In this way, Facebook was used as a tool to carry out a market survey. Discuss the limits and opportunities offered by such a qualitative forecasting method.