The other day there was a programme on the idiot box about measuring IQ: Kalahari bushmen have been measured as the lowest IQ of any homosapien. 61 or the like. POS that IQ tests are for measuring actual ability to learn, perfect crafts, hunt and so on. THis was driven by a fairly racist appearing "researcher" who had done some "convenience samples" and some meta analyses to draw up these intelligence quotients for different ethnic groups.
Another researcher pointed out the validity of IQ tests as they stand: to get by in the modern world and use your brain to forward your well being and reproduce, you need to be able to relate to the westernised IQ test! There is little point in being a hunter gatherer in the 21st century, you are on to a loser.
Now this may seem a bit removed from doing social media monitoring: but in future will consumer opinions and groups who DO NOT make CGM about brands not become largely irrelevant?
I think that market research will become completely web and IP telephony based. And we will use anonymsed IP MPEG streaming to sample into street level consumer behaviour, and into those social strata who don't do CGM yet are important enough to some brands of sports clothing .....yeah the underclass buying their bling rags....