I’ve been at the helm of Work-Learning Research, Inc. for almost 20 years. Ever since I began to have a following as a research-to-practice consultant, I’ve been approached by vendors to “research” their products. A great majority who approach me are basically asking me to tell the industry that their products are good. I tell these vendors that I don’t do that kind of “research,” but if they want a fair, honest, and research-based evaluation of their product for their own benefit—advice not for public consumption but for their own feedback and deliberations—I can do that for them. Some take me up on this, but most don’t.
I recently got another request and I thought I’d share what this looks like (I’ve removed identifying information):
I’m reaching out as the co-founder of [GreatNewCompany], a [high-tech blankety-bling] platform. We’re trying to create a product that [does incredibly wonderful things to change the world of learning].
I wanted to ask if you’d consider reviewing our product? I know you’ve spoken to [this industry luminary about such-and-such] and wondered if this was an area of research you’d planned to do more work in?
A free account has access to almost all features but is just limited to  unique recipients [https URL generously offered]. If you need more access to perform a comprehensive review or have any questions then please let me know.
I understand that this isn’t a small ask as it’d take a decent amount of your time but thought I’d see if you found us interesting.
I do review products, but not for public consumption. I do it to provide feedback to developers, not for marketing purposes.
My cost is [such-and-such] per hour.
Let me know if you’re interested.
Thanks for letting me know – it’s appreciated.
We’d be interested in some consultancy on helping raise awareness of our product and to better reach more customers. We’re not sure if we’re just failing at marketing or whether our product just doesn’t have the broad appeal. Do you think you’d be a good fit helping us with that?
It’s a crazy market now, with lots of new entries. Very hard to gain visibility and traction.
I don’t schlep for others. I run a high-integrity consultancy here. SMILE.
One recommendation I make is to actually do good research on your product. This helps you to learn more and it gives you something to talk about in your content marketing efforts. A way to stand above the screaming crowd.
I can help you with high-integrity research, but this usually costs a ton…
Thanks again for the thoughts, sounds like we’re a bad fit for the kind of consultancy that we need so I appreciate you being open about that.
A happy ending?
- Be careful when you hear about product endorsements. They may be paid for.
- Remember, not all communications that are called “research” are created equal.
- Look for consultants who can’t be bought. You want valid advice not advice tilted toward those who pay the consultants.
- Look for vendors who tell true stories, who honestly research their products, who learn from their experience.
- Be skeptical of communications coming out of trade associations when those messages are paid for directly or indirectly (through long commercial association between the vendor and the association).
- Be even more skeptical of best-in-industry lists where those listed pay to be listed. Yes! These exist!
- In general, be skeptical and look to work with those who have integrity. They exist too!