{
  "schema_version": "1.1",
  "id": "people-remember-10-percent-read-20-percent-hear",
  "slug": "people-remember-10-percent-read-20-percent-hear",
  "url": "https://groundedkit.com/claims/people-remember-10-percent-read-20-percent-hear/",
  "api_url": "https://groundedkit.com/api/claims/people-remember-10-percent-read-20-percent-hear.json",
  "claim": "People remember 10% of what they read, 20% of what they hear…",
  "commonly_cited_as": "\"Dale's Cone: we remember 10% of what we read, 90% of what we do\"",
  "verdict": "unsourced",
  "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.",
  "confidence": "high",
  "rating": {
    "value": 1,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "D. G. Treichler (Mobil Oil employee), Film and Audio-Visual Communications magazine",
    "title": "No research cited",
    "year": "1967"
  },
  "quote": "D. G. Treichler didn't cite any research",
  "method": "None. Edgar Dale's Cone of Experience contains no percentages; the numbers were later grafted onto it.",
  "drift": [
    "Attribution: numbers from a trade-magazine article credited to Dale or to 'research'"
  ],
  "interest": "n/a",
  "safe_rephrasing": "Don't cite these percentages; Dale's cone has no numbers and no research supports them.",
  "sources": [
    {
      "title": "Work-Learning Research: People remember 10%, 20%... Oh really? (2006)",
      "url": "https://www.worklearning.com/2006/05/01/people_remember/",
      "primary": false
    }
  ],
  "kind": "stat_check",
  "as_of": "1967",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}