What is Recall?
- Content Type:
- Glossary
Recall Definition
In marketing or audience research refers to the concept of a respondent being able to remember a particular event or experience. It can be aided with stimulus material or unaided.
What is recall in market research?Recall in market research refers to a respondent's ability to remember and accurately report exposure to a brand, advertisement or message after a certain period of time. It is a common metric used to gauge advertising effectiveness and brand awareness.
Who relies on recall in the market research and insights industry?
Advertisers, brand managers, media planners, creative agencies and consumer insights teams rely on recall metrics to evaluate the impact of marketing campaigns and optimize messaging strategies.
What are the key aspects of recall in market research?
- Can be unaided (open-ended) or aided (with prompts).
- Measures brand or ad recognition over time.
- Often part of post-campaign evaluations.
- Affected by frequency, placement and emotional appeal.
- Used in both qualitative and quantitative research.
Why is recall important in market research?
Recall provides insight into how well a message or brand is retained in the consumer’s mind, which directly affects brand equity, purchase consideration and overall campaign success. High recall indicates strong resonance and effective communication.
How do market researchers use recall?
Researchers test recall through surveys or interviews, asking participants to name or recognize brands or messages they’ve encountered. Results inform creative adjustments, media planning and long-term branding strategies.