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Memorability

Memorability Test

What will people remember about your ad, marketing message, or product in a buying situation?

What It Measures

Magnitude of memory activation - both recall and encoding - for different stimuli.

Successful commitment to memory is associated with distinctive brain wave synchronization patterns. Memorability testing can also be used to determine the relative familiarity of different stimuli.

Use It To ...

  • Test and refine alternative messaging copy for memorability in A/B copy testing
  • Identify memorability of product experiences and messaging treatments
  • Measure ad familiarity and wear-out
    (Combine with Emotional Response and Experience After-Effects Tests)

How We Report Results

  • Standardized memorability metric on a 0-10 scale
  • Time-frequency maps of memory activation over time to identify most memory engaging moments (for ongoing stimuli)

Underlying Science

  • EEG frequency band analysis (theta power, theta-gamma synchronization)
  • Event related potentials (ERP)
  • Immediate and delayed recall and recognition tests
     

    Get Creative

    Directly measure unfiltered reactions to new messages and concepts.

    Work Faster

    Determine whether a product or marketing concept is working much earlier in the development process.

    Choose Smarter

    Calibrate and fine-tune concepts to rapidly eliminate what doesn't work and focus on what does.