Metaphors we remember by: A look at decoding early-life memories to better understand the present

Oana Popa Rengle

Proposes that brands should move away from the current market research narrative that views human memory as overly limited and embrace the value of the memory metaphor.

Summary

This paper proposes the reader to steer away from the dominant MR narrative (that focuses on the limits of human memory), to embrace the value of the memory metaphor and learn how to elicit early memories to reveal precious information about how a person views the world.

Introduction: a few words on the intent of this paper

Much of the MR thinking nowadays revolves around the premise that human memory is unreliable and "sinful" (to paraphrase Daniel Schacter's The 7 Sins of Memory)and thus we need to find ways to elude it, to succeed in understanding humans...

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