Words of the Week – top of mind
Top of mind (image: alles-schlumph)
When something is top of mind, it is the first thing someone thinks about in a given situation. Often used in research, the top of mind brand is the first brand a respondent names or attributes to a commercial after seeing it during testing.
A senior manager seeking to understand her direct reports may ask a colleague, “What’s top of mind with new hires these days: job security, benefits, room for advancement?”