Motor insurance is one of the uttermost acceptable forms of non-life insurance business in the World Abstract. This study examines how user-generated content on social media can act as a marketing research instrument in identifying consumer behaviour. The analysis was performed on a sample of 900 Instagram images containing the hashtag #thegoodlife and labeled the digital photos using a machine learning algorithm. The results highlight the visual representation of the clusters resulted using the K-mean method and practical managerial implications.