Tachistoscope

Definition

A tachistoscope is a device that provides the researcher timing control over a visual stimulus by exposing images to the eye for a very brief measured period of time. In marketing research, the visual stimulus is often a specific advertisement.[1]

It can be used to measure visual perception, memory, and learning, among others.

Tachistoscope training, or flash recognition training (FRT) is a technique designed to improve the recall of visual information. [2]

 

References

1. American Marketing Association, AMA Dictionary.
2. Godnig, Edward C, “The Tachistoscope: Its History & Uses,” Journal of Behavioral Optometry, Vol. 14, No. 2 (2003).