How To Be Remembered
Sprout recently participated in a Webinar delivered by Carmen Simon of MEMZY. As we continue to delve into neuroscience and learn all we can from acclaimed people in the field, so we understand more of the human story for both our research participants and our clients.
What struck us was the fallibility and unreliability of human being’s memories, and that in fact people only remember 10% of what is presented to them. This has huge implications not only for content marketing and communications but also for how research agencies deliver research findings to clients.
Carmen discussed how not only do people remember 10% of our message, but also that this 10% is left to chance. One person in the room may remember a different 10% to someone else. Which means a unified message may not be recalled, which in turn means decision making may take longer and be more difficult. Again, we consider our research clients and the importance of a unified message from research insights that enables easier and better decision making and so action!
Along with this human being’s attention spans are thinning, we require more stimulus than ever before to maintain our attention. Utilising frameworks or mental models that clients are familiar with helps to enable cognitive ease, but to stem habituation we need to deliver a twist… tell a story.
What does this mean? For us, we want to ensure that we have clarity on our 10% message to be able to provide a unified message to our clients. We want to use visuals, story-telling techniques and more to ensure we stimulate and keep attention. This way we know our insights will be remembered and easily actioned by our clients.
What is your 10% message?
Author: Kerry Dymond, Sprout Cultural Insights Specialist
If you would like more information or discuss your business challenges in the future, please contact Sprout Research +61 7 3256 9706