Behavior analysis is a scientific approach to studying and changing behavior. Data collection is the foundation of science.Without data, one hears about great results that were made due to a "new approach" to behavior change. For example, the field of autism is one where claims are made about a new, wonderful drug, diet, technique, etc. when in fact there is no research published in a reputable journal.
What do I Recommend?
I highly recommend a recent book "Controversial Therapies in Developmental Disabilities (by Jacobsen, Foxx, & Mulick) that covers virtually all fads, unproven approaches, and downright frauds, like "facilitated communication." The terminology often suggests a better approach, like "gentle teaching," which suggests teaching is anything but "gentle." Many professionals write a book, never publish sound data-based research, make outrageous claims, "take their show on the road," and find an audience of professionals, parents, and administrators seeking a cheap, any solution to a problem.
Any program that says "we do not use data" is a waste of time, effort, and money. Some of these programs or approaches have tragic results and waste money, land lose valuable time for people with autism and their families. Behavior analysts stand behind their data, others stand behind their "theories," "novel" therapies, and "new approaches".