What is Consumer Recall?

Aided and Unaided Recall are market research techniques used to test the effectiveness of brands, advertisements and commercials.

What is Aided Recall? 

Respondents are asked certain questions to learn whether they are familiar with a particular company, brand, slogan, product or service.

In aided recall, consumers are given or prompted the name of the target brand or product.

What is Unaided Recall? 

Respondents are asked certain questions to learn whether they are familiar with a particular company, brand, slogan, product or service.

In aided recall, consumers are not given or prompted the name of the target brand or product.

What is Consumer Recall Important? 

The brand name that is first recalled (“top of mind”) has a distinct competitive advantage in branding strategy, as it has the first chance of evaluation for purchase.