Aided recall is a market research technique used to measure how well consumers remember a brand, advertisement, or message when given a prompt or cue. Unlike unaided recall, where respondents must recall without assistance, aided recall provides a list or reference, such as brand names or visuals, to jog memory. It helps assess the effectiveness of advertising by revealing whether exposure led to recognition, even if the brand wasn’t top of mind. This method is commonly used in post-campaign evaluations to understand awareness levels and how well key messages have been retained by the target audience.