Allegations from an industry “expert”

I received the following in an e-mail today:

“In reviewing various discussion boards, I came across an industry “expert” who makes the following claim:

“There are some “research based” reports that claim to give a qualified and unbiased listing of LMSs, LCMSs, and e-learning tools. Unfortunately, investigation has revealed to me that, in fact, these all rely heavily on donations and payments from the platforms they “research.” Therefore, these reports, although purchased by unsuspecting customers, are, in fact, paid-for advertising. The position on these “research lists” is, in fact, affected by how much a vendor pays each year to the researching company. These include Bersin’s lists and research, Brandon Hall’s, and Garner’s (sic). Even hiring the consulting parts of these institutions does not change the results. The consultants are directed to make sure the results point to the vendors who have paid the most. Also, the “research” coming from these organizations about upcoming “trends” are, in fact, nothing more than the R&D of the vendors who pay to be part of these “research” organizations and are the marketing efforts and plans manifested into “trends.”

“Before deciding on which avenues of research we will deploy, I’d like to know which claims stated above are true, half-true, or baseless. Any insight you could provide would be greatly appreciated.”

Here’s my reply:

Thank you for making us aware of the message from the “industry expert.”

It is completely untrue that Brandon Hall Research accepts any fees from vendors to be included in our research. Our declaration of independence is publicly stated on our Web site:

http://www.brandon-hall.com/about/declaration.shtml

It reads as follows:

• Brandon Hall Research reports and online services are independently written and edited.

• Brandon Hall Research makes money from publications and online services only by selling research reports and services to the public. Vendors and featured organizations do not pay to be included in any reports or services. Brandon Hall Research does not charge vendors and featured organizations to quote from reports or services for press releases.

• Vendors and featured organizations are often asked to complete extensive request for information questionnaires and may be interviewed for inclusion in reports or online services. Once submitted, Brandon Hall Research has editorial control and final approval over the content. Brandon Hall Research emphasizes factual non-marketing-type information in our research reports and online services.

• Brandon Hall Research does not benefit in any way in the sale of any product included in our research reports or online services. Brandon Hall Research does not provide leads to vendors or assist them in any way in making sales.

• Brandon Hall Research does respond to requests for consulting from both user organizations and vendor organizations based on the contents of reports and online services. In those cases, the only benefit to Brandon Hall Research is the consulting fee, which is the same rate for user or vendor organizations.

All vendors are welcomed to be featured in our research by completing the application forms located here:

http://www.brandon-hall.com/vendors/

Prior to January 1, 2007, we accepted no advertising. We have now changed that policy and allow organizations to advertise in our newsletter. We changed this policy because even magazines such as Consumer Reports accept advertising to support their research. We believe this does not entail a conflict of interest.

We do not make recommendations for products to end users based on anything other than which systems meet their identified requirements. We do not provide rankings of systems or tools. Instead, our online KnowledgeBases contain filtering tools that allow end-users to find the tools and systems that meet their needs.

System reviews 

Our LMS research contains reviews of 60+ systems. These reviews are based on a live demonstration and a walkthrough script. All vendors must demonstrate their LMS’s features by following this script. All resulting reviews use the same structure:

• Strengths of the system

• Weaknesses of the system

• Best use recommendation for the system

These reviews never recommend one system over another. We strongly believe different systems are appropriate for different implementations. What might be right for one organization may be completely wrong for another.

Excellence in Learning Awards 

Each year, Brandon Hall Research hosts the Excellence in Learning Awards. The Awards program can be entered by both user organizations and vendors. There is a fee to enter this Awards program. The fee pays for the management of the Awards program, the food and beverages, and rental of the hall at the Awards ceremony and reception. Entries from the Awards program are then compiled into reports and made available to the public.

We are very aware of the practices of some other research firms. Vendors are charged tens of thousands of dollars to become “members” and, in return, get exposure and positive review in a research report.

We challenge anyone to find a vendor who will honestly state they paid to be included in our research.

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