Recommendations are key to success in this sector, but it only works if it's unbiased and independent, so don't pretend it is when it's not, says Patrick McGrath, md of worktop provider Counter Production...

Last Saturday, I bought a new wi-fi streaming music player in John Lewis. 

It was not a spur of the moment decision. Before handing over my plastic, I had done my research. I first sought the advice of an audiophile friend whose judgment I trusted, but he's still a CD and vinyl enthusiast, so couldn't advise.

Next up was a visit to the Which? website, but they have not yet got round to testing streaming wi-fi devices. Eventually, I found the advice I needed in a computer magazine that was running a group test of just these devices. After considering the various specs and features, I settled happily on their selected 'Best Buy'.

The independent advice from their report gave me the confidence to buy - and I'm now very happy with my Philips Streamium WACs7500/05.

There, do you see what I have done? I have no audio axe to grind (that you know of) and now, should you be in the market for a streaming wi-fi player, you will have taken my recommendation at face value and will perhaps give it due weight based on your perception of my independence.

Unbiased advice

On a daily basis, thousands of consumers turn to the internet in search of independent advice to guide and inform their buying decisions. You probably do it yourself. Our company, Counter Production, has a web presence, but it is not one designed to sell Corian directly to the public.As policy, we deal only with the trade and will not offer trade prices to the public - there are, however, worktop fabricators who will.

This is a practice of which I not surprisingly disapprove. The sale of custom-made worksurfacing is not a straightforward transaction like buying a Harry Potter dvd from Play.com. For us at Counter Production the involvement of a kitchen or bathroom dealer is a key factor in ensuring that all consumers get the quality and service that they have the right to expect.

The installation of the worktops is one part of a complex operation involving plumbing, electrics, cabinet installation and all of the other surprises and vagaries that come with any professional kitchen or bathroom project. The internet worktop suppliers that I have had experience of seem to be focused only on having the job signed off, collecting their balance and moving on to the next customer. They have no need to worry about building long-term relationships as their next customer is only a mouse click away.

When consumers buy worktops over the net, it is obviously to the detriment of the profit margins of our industry, but I also believe it is hardly in their long-term interests either. "Well," you might say, "he would say that wouldn't he?" But, as an example, the recent failure of one web-based worksurface operation demonstrates my point.

Their website was well designed and gave the appearance of a professional organisation. The testimonials from satisfied customers inspired confidence. The online pricing module was very easy to use and gave instant and (unrealistically) cheap prices. All this means nothing to the consumers and, yes, trade dealers who are now left with lost deposits or unfinished works. The veneer of professionalism displayed on their website gave no clue to the reality. It was all simply smoke and mirrors.

So how is the poor consumer to find unbiased advice on the web? What about independent forums where unbiased members of the public can share their expertise for everyone's benefit? Well, yes and no. I was pleased to come across a forum dedicated to worktops recently and, while they may be boring to some, for me they are meat and drink, so I clicked through with an anorak's sense of anticipation.

It soon became clear that all was not as it seemed on the surface. The content and recommendations from the forum 'participants' seemed somewhat tilted towards one set of products and towards one particular supplier's internet arm.

Some simple digging came up with a few interesting facts that would not be apparent to the casual, non-professional visitor.

A domain name search revealed that the site was registered to the md of the company whose products the site was freely recommending. One of the forum posters had the same name as a recently appointed sales manager for this company.

A Google search on the nom de plume of the site moderator led to another forum where his posts were all tailed with a web address. This address led to a PR company whose website boasts of its 'ethical' credentials. On the site are examples of its output, prominent among which is the aforementioned worktop company.

Morality

Of course, there is nothing illegal with this and nowhere on the forum does it claim to be a source of independent advice, but the clear impression is given that it is offering unbiased advice to consumers who are seeking help with difficult buying decisions. It is in effect an elaborate charade and while it's not illegal, the question of its morality still remains.

So what do we learn from this parable of 'independent advice'. When someone tells you how ethical they are, count the silverware and if someone is whispering advice in your ear on how to spend your hard-earned dosh, then make sure you know who is really doing the talking.

Or as the Romans put it so succinctly two millennia ago - caveat emptor or buyer beware. By the way, take my word for it, the Philips Streamium really is the future in home entertainment, check it out and if you won't take my word for it, there is this website forum I can refer you to...

What do you think? Email the editor: andrew@kbbreview.com