When you think of tissues — you think Kleenex. When you think of coffee shops — you think Starbucks. When you think of payroll — you think ADP. But how does mindshare come into play in the growing learning market? In our recent report, “Learning Technology: The Brand Report, 2014,” we dive into which learning vendors are leading the pack — and what you can do to rise the ranks.
Recall, by another name, is unaided awareness. Brands with high recall are “top of mind” in the market, and, as you might assume, it’s not easy to get there. When vendors invest strictly in lead generation shouldn’t expect high recall — it takes a combination of brand spend, functional association, and time to achieve.
To learn more about the research methodology, check out the report.
In the meantime, take a look at the overall leaders of the learning market:
The Starr Conspiracy’s Take
As the longtime leader in learning, Saba leading the pack in recall isn’t a huge surprise. What may be more surprising is seeing SuccessFactors — thanks in part to its Plateau acquisition — and a more education-focused Blackboard tied for second. We were also a little surprised to see Cornerstone OnDemand come in behind Moodle, and Kenexa/IBM not even crack the top 10. And though it remains to be seen how the two brands will co-exist, Skillsoft and SumTotal are the new 800-pound gorilla in enterprise learning. Together, they dominate unaided brand awareness and present a formidable challenge to other leading brands.
If you haven’t checked out our first Lightpaper, you should definitely take a look at the learning brand report now — it’s interactive — and there’s a lot of research to dive into. Luckily, we made it easy with a user-friendly format and plainspeak approach — so you can truly understand what’s going on in the market, without an interpreter.
Research was conducted by The Starr Conspiracy Intelligence Unit in partnership with Brandon Hall Group and Human Capital Institute (HCI).