Evolving in a modern world

Hi Patrick, I’m Matthias, Which?’s Commercial Director. Thanks for your questions. As you know we are a not-for-profit charitable organisation, we do not receive funding from government so that we must generate money from our commercial operations to fund our activities.

While subscriptions account for the vast majority of our income, we also generate revenue from businesses primarily through sales of licenses to use our “Best Buy” or “Recommended Provider” logos and from sending qualified leads to trusted product and service providers. We believe this is the right thing to do, not only because the revenue generated allows us to fund more of our activities, but also because there is a consumer benefit in doing so. For instance, recent research has shown us that consumers actively seek out our logos and we therefore enable them to make better buying decisions. We are however fully aware of the potential for conflict of interest in this area, so please be assured that we have stringent checks and balances in place to ensure that our editorial line and test results remain fully independent of any commercial considerations.

Regarding our coveted Best Buy logo, this is awarded only to the very best products in any given category. We award it to products and services which have satisfied or exceeded specific criteria based on the results of rigorous comparative tests and analysis carried out by Which? experts. While we appreciate the input and views of members, we believe we are best equipped to decide what products and services deserve our endorsements and it is worth saying products that we know to have poor reliability, based on our surveys, are not awarded a Best Buy, even if they perform well in our tests

Matthias, it’s great to see you posting in here. One huge criticism of W? has been the unwillingness of senior staff to post in here or address issues. Your posting is proof that things are changing, and very much for the better.

Hi Matthias, ditto Ian’s comment.

Can you please explain ‘qualified leads’?

What are they, who are they, where do they come from, what information do you send and who or where do you send this information?

Matthias, good of you to respond to Patrick’s comments. I think that Members and Which? working together – “engagement” – is beneficial to both parties. It is reassuring to hear from you. I hope more of your colleagues will follow suit.

I suspect some Members will be sceptical about Which?’s commercial practices given the events of the last few years and will question its commercial and financial acumen. The ill-considered (incompetent?) foray into India and, more lately, into Mortgage Advisers, cost the organisation in excess of £30 million (I believe); money that would have been better spent on Which?’s core activities.

Some Members may also be sceptical about the integrity of Which?’s charitable status when it has paid huge salaries to its executives and excessive bonuses, particularly when the people concerned were responsible for the losses.

I hope those days and attitudes are past. However, I think the best way of recovering confidence is to be transparent about Which?’s commercial activities. I can see no reason why it does not disclose the income it makes from individual arrangements, such as Which? Switch, Best Buys, Trusted Traders, referrals. Why should they be kept secret?

Last year, Which? promoted Amazon Prime day – also coming up soon. It publicised products supposedly that were bargains, with the buy link only going to Amazon. It transpired that many of the products were not recommended buys, and they could be bought cheaper elsewhere. That sheds doubt upon Which?s motives and independence, confidence that needs addressing.

I believe that by properly engaging with Members, preferably on a Members-only website, frank discussions can be had about such matters to the benefit of both groups.

Thank you, Alfa, for asking all the right questions. I was also wondering but didn’t want to show my ignorance!

I suspect the obscure terminology disguises something that we are not comfortable with so I look forward to an early answer.

I endorse Malcolm’s comments. I might be inclined to become an Ordinary Member [instead of just a Subscriber] if a suitable engagement mechanism was created. At present I don’t think Members get much in return for their commitment.

Hi Matthias – Thanks for dropping in.

While I accept that Which? is acting independently in having products tested and carrying out investigations, I share concerns that have been expressed by Patrick T and others about promoting companies. Much has been said about ‘Best Buys’ on Which? Conversation but I wonder why the magazine even mentions specific retailers when products are widely available.

Which? runs a series of active campaigns that change from time to time, but there is often insufficient information about what actions Which? is pursuing and what supporters can do to help. Perhaps less commercial secrecy and more engagement with us over current and planned actions would help.

I am a bit concerned about “qualified leads”. As alfa asks, can this term be explained?

Which? Switch gets a substantial fee when customers switch through them to particular suppliers. I hasten to add it does not stop them listing the full range of suppliers, fee or none, to the best of my knowledge. A charge is necessary to fund the operation of the comparison site, but excessive charges will simply add to all customers’ bills.

Providing a link to one or more suppliers and receiving a fee if the customer buys is what I assume may be meant by a qualified lead? If not, I apologise. However, if Which? were to get a fee from this activity I am uncomfortable. Like it or not, the suspicion will linger that certain suppliers might be favoured. There is also a problem with price volatility. I looked at a Morphy Richards air fryer – rated by Which? with a number of links and a best price from Amazon. The same day I checked Amazon and the price had gone up to the norm. When I looked on Google search I found Argos were then selling it cheapest – by far. Perhaps Which? watchers should be advised to do the search route rather than rely on Which? suggestions? I don’t object to Which? listing current prices and some suppliers, hopefully impartially, but I do not see the need for a link direct to the seller. Easy to do by the consumer as a search, and a sensible way, I’d suggest, to get the best deal.

Last July Which? promoted Amazon Prime and a raft of different products. This is a prime (sorry) example of how links can be misused. Only Amazon links were provided, many were not the cheapest prices on the market , and many products were not recommended by Which?