In addition to our rigorous analysis, we also used one tool to informally assess our perception of consumer comprehension during the debriefing session—Bloom’s Taxonomy. 8 In 1957, Benjamin Bloom developed the taxonomy to assess questions included in many school tests. The taxonomy identifies a scale of seven categories of increasingly higher levels of cognitive processing—from lower levels such as simple recall of details (Knowledge) to assessment of the value of the information (Evaluation). Since true and deep comprehension requires higher levels of cognitive processing, the taxonomy served as an informal gauge of improved understanding by participants. .
