Persona memory

Persona memory lets returning panelists consider their own eligible, completed responses before reacting to a new Pulse. It works for regular Pulses and reruns, helping you learn what changed their mind and what stayed consistent.

What memory changes

Memory is prepared separately for every panelist. Mirror Panel supplies that person’s earlier study prompt and completed reaction as context, then asks them to evaluate the new subject again. The earlier answer is not copied forward, and one panelist never receives another panelist’s history.

Memory stays inside the selected brand. Mirror Panel uses up to five eligible completed results per panelist to keep the context current and focused.

Configure memory on a regular Pulse

• Open Pulse and set up the study, audience, and sample size.
• Leave Use prior persona responses checked to inform returning panelists with their latest eligible responses from the selected brand.
• Uncheck it when you need every panelist to react without prior context.
• Run the Pulse. Newly selected panelists without eligible history simply evaluate without memory.

Regular Pulses use Latest brand history when prior persona responses are enabled.

Regular Pulses always use Latest brand history when memory is on. The scope selector is available only when you rerun a completed study.

Set up a memory-enabled rerun

• Open a completed study in Panel and select Rerun.
• Choose Reuse source personas for the clearest same-people comparison, or Resample audience when you also want to change the audience.
• Leave Use prior responses as memory checked. Uncheck it when you want every reaction to start fresh.
• Choose the memory scope that matches your research question.
• Edit the subject, context, creative, or audience, then select Run rerun.

Keep persona memory on and choose which earlier completed responses count.

Choose a rerun memory scope

• Latest brand history — the default. Uses each panelist’s newest eligible completed responses from the current brand, even when they came from separate studies.
• Full rerun chain — uses eligible responses from the linked source study and its earlier reruns, newest first.
• Direct parent only — uses only the response from the study you are rerunning. Choose this for a clean before-and-after comparison.

Same people or a new audience?

Reuse source personas selects the exact panelists from the source study, so every person with an eligible completed response can receive memory. A regular Pulse or resampled rerun can still use memory for panelists who have participated before; a newly selected panelist simply evaluates without prior context. Missing history does not block the study.

Confirm the setup

Open the completed study in Panel and find Details. Prior persona responses shows whether memory was on and which scope was used. On reruns, Same people shows how many source personas were reused. Individual reactions may also refer naturally to what the panelist saw before.

Use memory for revision studies and longitudinal learning. Turn it off when you need an independent first-impression benchmark.