Recall and memory. Tricky things. Especially for market researchers. The market research industry has traditionally relied upon recall- and memory-based methods for gathering feedback and insights. But there’s mounting evidence out there that calls into question our ability to accurately remember and recall our feelings and experiences. So, why do market researchers continue to lean so heavily on recall and memory?
We, here at Dialsmith, thought that was a great question to explore. And we thought there’d be an audience in the market research community that would be interested in exploring that question with us.
So, we’ve launched an investigation to explore and expose the issues around memory and recall and its impact on market research. In addition, we’re also interested in exploring what can be done about this; what alternative methods are out there that can help mitigate recall and memory bias and are they working?
We invite you to review our evidence and conclusions, and join the discussion.
NEWS & EVENTS
- View the full panel discussion on The Perils and Pitfalls of Recall Memory in Market Research from IIeX North America
- Research Business DAILY Report podcast features discussion on memory bias and flawed recall impact on market research
- Listen to this interview with our panel of experts on VoiceAmerica Live Events podcast (recorded live at IIeX North America)
- GreenBook Blog: Putting Memory Under the Microscope
- Press Release: Dialsmith Partners with Research and Academic Experts to Expose Impact of Flawed Recall and Memory Bias on Market Research
- The problem (in market research) is when you get out there in the real world and start asking questions that you don’t know the right answer to, you have no other option than to take someone’s word for it. In that scenario, memory can cause all sorts of problems.
- Distinguished Professor & TED Presenter