Facebook as a research community

Social Media Today's blogger Matt Rhodes recently pointed out something very significant. Facebook is not a great tool for market research. Yes, it's a community where individuals come together and discuss certain topics (as the article points out, there are 34 groups in London alone that are based around Starbucks), but you can't get the most out of the research experience. There's a certain amount of research and insight you can't attain on Facebook because you're not in control of the conversation.

Do you agree with Matt? Have you found great ways to use Facebook to collect research for your company? What do you think?