I just sat through an ESOMAR webinar on user-generated content by Niels Schillewaert and Annelies Verhaeghe from Insites. Nicely done. It was such a relief to be spared the usual hype about the social media revolution and attendant trashing of traditional research. They did a great job of showing how what they like to call "neo-observational research" can generate insights that you just don't get with traditional methods. But they also made the key point that those insights can be used to improve traditional research rather than replace it. A sort of double whammy for clients!
They're going to present a much more expanded version of this as part of a workshop at the ESOMAR Congress in Athens in September. Definitely worth considering.