Insights Media

Report Reveals Who Is Influencing L&D's Thinking

Bath (UK), May 2024 - A recent report identifies key influencers in corporate learning and development, highlighting the prominence of colleagues and peers in shaping strategies and the need for high-quality, unbiased insights in the face of increasing AI-driven content.

Insights Media has launched its first research report - Who's influencing L&D? - to explore who is influencing L&D professionals on topics including learning strategy, technology strategy, and AI. The report also sheds light on the quality of insights they rely on.

The research shows that colleagues are the number-one influencer (76% of respondents) when developing learning strategies, followed by professional institutes (54%), and peers (47%). Suppliers have less impact, influencing 25% of L&D professionals.

Colleagues are also the number-one influencer (52%) when it comes to learning technology; followed by professional institutes (45%); peers (41%); and industry analysts (40%). They are followed by technology suppliers (32%); industry events (30%); and industry thought leaders (27%).

When it comes to the quality of the insight and evidence out there, satisfaction rates are so-so: Half are satisfied with the quality of insight and evidence around learning strategy, but less than 10% are very satisfied. It's roughly the same for senior leaders, although 11% are dissatisfied. Satisfaction rates dip regarding the quality of insight and evidence around AI: then only 36% of respondents are satisfied, 12% are very satisfied and 16% dissatisfied.

Satisfaction rates drop further with regard to AI-related content - only 36% expressed satisfaction, and a significant 16% said they were dissatisfied. A mere 12% were very satisfied with AI insights, indicating a strong need for more reliable and actionable information in this area.

It's a similar story with the quality of content and thought leadership provided by tech vendors. Just over a third (37%) are satisfied, 8% very satisfied, while 11% remain dissatisfied.

Martin Couzins, CEO, Insights Media, comments, "With such enormous change and the pressures that come with it, L&D professionals are required to make well-informed decisions on strategy and technology. Who they turn to for the insights that inform those decisions becomes hugely important, which is why we set out to find some answers. Colleagues and peers are key influencers, which may not be a surprise. Thought leaders and suppliers fare less well. And there is work to be done to improve the quality of insight on strategy and technology. In a market awash with biased and agenda-driven information, there is a pressing need for L&D professionals to seek out high-quality, independent insights."