I use the code as follows:
$(\".reply\").popover({
content: \"Loading...\",
placement: \"bottom\"
});
$(\".reply\").popover(\"toggle\");
If you grab the popover instance like this:
var popover = $('.reply').data('bs.popover');
Then, to redraw the popover, use the .setContent() method:
popover.setContent();
I found out browsing the source: https://github.com/twitter/bootstrap/blob/master/js/popover.js
So, in your example, try:
thisVal.attr('data-content',data).data('bs.popover').setContent();
Update
The setContent() method also removes the placement class, so you should do:
var popover = thisVal.attr('data-content',data).data('bs.popover');
popover.setContent();
popover.$tip.addClass(popover.options.placement);
Demo: http://jsfiddle.net/44RvK