What Does "Message Recall" Mean in Research Jargon?

Just yesterday, we completed a Message Recall study for an original pharmaceutical manufacturer. Since we're already in the healthcare theme, let's dissect this together:

Message translates to "message" or "communication." In marketing, these are the key pieces of information you want customers to associate with your product—what should immediately come to mind when they see your brand. For example, "Pain relief medication XY = reliable pain relief."
Recall means "to remember" or "to bring to mind."

So, you’ve probably guessed it by now—Message Recall is a quantitative measurement of how well people remember specific information about a product. This type of research evaluates what customers recall about your product or service:

Spontaneous recall – What comes to mind first when they think of your product?
Aided recall – How well do they recognize specific messages when presented with prompts?

Why Does Message Recall Matter?

It’s a mirror of how well your brand's message sticks in customers' minds. Several factors influence whether people remember your message, such as:

Repetition – How often do they hear or see it?
Relevance – Does the message speak to something they consider important?
Multiple touchpoints – Are you using various channels to reinforce the message?
Language & tone – Are you speaking in a way that resonates with your audience? For instance, if you're selling bathrobes, you wouldn’t describe them as having "superior thermal insulation properties"—you’d simply say they’re "soft and cozy" .

Ultimately, Message Recall reflects how well your brand is performing in the market—and market research helps you see that reflection clearly.