In the case of social media research, or listening research, it is purely observational. We look and see what people are doing.
Where consent comes into play is where people want to have an interaction or engage with consumers, and that is totally a separate part of market research. In those cases, there would be some...if it's possible to determine who the person is, there would be some kind of communication: “May we engage with you? Would you like to speak with us?” Those are totally permission-based types of research.
In our case, we don't do that sort of interaction. Social media research is simply listening to what's going in the online space, observing but not formally engaging.