Offline advertising that is...
If they like it they will talk about it. If they hate it, they will. Conversations are happening in social media. read what people are saying about your ads, products and marketing.
Well, you say, we had panels and research. But werent you aware of research bias. when you can silently listen in, why not?
You could do Google alerts. Or then there are platforms like Radian 6, Trackur, and Position2 Brand Monitor...among many