AdAge.com -- Procter & Gamble and Unilever are linking with the Advertising Research Foundation for an industry effort to embrace online chatter and other naturally occurring feedback like never before.
Wa wa wee wah
Imagine, an end of income for many consumer research participants who claim no to not working in the ad industry, no relative in advertising/journalism/or any of the above and have not completed any other survey in the last 3 months.
An also impressive initiative, but I don't know if it's solid.
I think you can certainly use online chatter to bring further insight and validation to a marketing problem, but I don't think you can use it as a replacement.
But it's good. Good job. Can't wait to see what they come up with.