Some Things to Remember About Memory

At least once a week, I read or hear that new research has found that human memories are fallible and that, therefore, survey research and other "traditional" marketing research methods cannot be relied upon. Instead, we should use some new method that is being peddled. The new method may really be old wine in a new bottle. Usually these claims are wrapped in scientific or pseudo-scientific jargon and, on occasion, are made by academics. The problem is that the frailty of human memories is old news and well-known to professional marketing researchers and survey experts.