MDT – Memory Distortion Testing
Using the malleability of the consumer's (human) memory processes to test actual persuasive effectiveness of communication/advertising messages!
Why our clients use it:
- Measure the Changes YOUR communication can make or has made in the Consumer's Subconscious Belief Systems!
- Asking a consumer directly questions such as "How persuasive do you feel this ad is?" is NOT a reliable indicator of a message's actual persuasive power, and does NOT allow you to assess the potential impact of it on subsequent consumer behavior!
When we help clients use it:
To measure the emotions – and resulting perceptions and motivations – that have been re-engineered in response to a message to the consumer: an advertising, a concept, etc.
 Science has validated that Memory is highly malleable!
Consumers' memories and belief systems can be changed more readily than people realize. The secret is using a tool that is sensitive enough to identify whether the gentle tremors of these belief changes are beginning to happen (or not) in response to a stimulus such as an advertisement – direct questioning will only reveal changes in thinking after they have happened – however, larger fluctuations in false memories of previous beliefs reveal that new sets of beliefs are quietly emerging.
Added benefit of using as part of TMRC Perception Analyzer™ Communication/Concept test:
The MDT is effectively used with the TMRC Perception Analyzer™ to bring a subconscious perspective to whether new beliefs are in the process of forming as a result of a stimulus such as a concept, storyboard or finished TVC.
Unique Value for Clients:
- Only the MDT can measure the subconscious change of emotions and meanings that consumers have about a set of products or brands.
- This quantitative measurement enables clients to accurately identify which concepts and communication elements have the power to re-engineer consumer emotions and thinking over time.
- The measurement also enables clients identify which concepts will not be effective in changing attitudes towards the brand or product even if consumers consciously report favorable feelings such as the advertisement being "funny," "interesting," "exciting" or "unique."
Please contact us for more information on the effectiveness and application of using MDT to most effectively test the persuasiveness of your communication!
TMRC Mind Research Division
Tel: +86-21-62183377 (main)
Shirley Hao: Extension 2222
Guo Xiao-Rong: Extension 2258
Holger E. Metzger: Extension 2211
research@tmrcresearch.com
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