The Science of Retention: Learn Smarter, Not Harder

When you’re trying to learn something new, whether it’s a skill, a strategy, or the latest business practice, the medium you choose matters. But the answer to the question, “What’s the best way to retain information?” is…frustratingly nuanced. Spoiler alert: it depends on you.

Let’s explore the research and see how you can tailor your learning to what works best for your brain – and your goals.

1. Paper Books: The Undisputed Champion of Focus

Research consistently shows that reading from paper enhances comprehension and retention. A 2021 study from the University of Stavanger in Norway found that participants who read print books had a deeper understanding of the material than those who read digitally. Why? Because print reduces distractions and encourages deep reading – a crucial skill when grasping complex concepts.

Paper also offers a tactile experience. The act of flipping pages and writing in margins creates a stronger memory trace, connecting your physical actions to the ideas you’re absorbing.

• Best for: Deep, complex material (think: business strategy, frameworks, or that thick leadership book on your shelf).

2. E-Books: Convenient, But Distracting

E-books are undeniably practical. Want to carry an entire library on your Kindle or iPad? No problem. But the same portability that makes them appealing can also be a drawback. Studies show that reading on a screen can lead to shallower processing of information, partly due to the multitasking temptations of notifications and the internet.

That said, digital tools like highlighting, notetaking, and syncing across devices are undeniably helpful for on-the-go learners.

• Best for: Light or fast-paced reading, like blogs, news, or prep work on your commute.

3. Audiobooks: Great for Big Ideas

Here’s the truth about audiobooks: you won’t retain every word. But they’re excellent for grasping the big picture. Neuroscientist Dr. Will Thalheimer’s work suggests that listening is great for absorbing overarching themes, but details can slip through the cracks. Pair listening with notetaking or a summary tool, and audiobooks become a powerful medium.

• Best for: Learning on the go – like while commuting or walking the dog – or for revisiting concepts you’ve already encountered.

4. Digital Hybrids: The New Frontier?

Apps like Audible and Kindle now allow you to listen while following along with the text. Combining multiple senses – seeing, hearing, and even speaking – has been shown to boost retention. The “dual coding theory” explains this: when information enters your brain through more than one channel, it’s more likely to stick.

• Best for: Building strong recall on your own schedule with minimal distractions.

5. The Wild Card: Writing It Down

Regardless of how you consume information, retention skyrockets when you write it down. Studies from cognitive scientists like Dr. Robert Bjork confirm that handwriting notes (versus typing) strengthens memory. This is called “generative learning”—the more effort you put into processing the material, the better you understand and remember it.

So, if you’re reading, listening, or e-reading, grab a notebook. The act of summarizing or reflecting in your own words makes all the difference.

How Do I Test Which Medium Works Best?

The good news is that figuring out your ideal medium doesn’t require a scientific experiment – just some intentionality. Here’s a simple process to try:

1. Experiment with all three formats: Read a chapter from a physical book, the same content on an e-reader, and listen to it as an audiobook.
2. Summarize what you’ve learned: Write down key takeaways immediately after engaging with the material.
3. Reflect on comprehension and enjoyment: Which format felt most natural? Which one helped you retain the most details?
4. Tailor your medium to your goals: Use print for deep dives, audiobooks for big-picture thinking, and digital for convenience.

By paying attention to what sticks, you can make intentional choices that maximize your learning.

What About AI?

AI tools like ChatGPT aren’t replacements for traditional mediums, they are enhancements. Use them to actively engage with the content, test your knowledge, and explore new perspectives to make what you’ve learned stick. Pair it with your favorite medium – paper, digital, or audio – and you’ve got a recipe for deeper learning and better retention. Here are some ideas on how:

1. Active Engagement Through Q&A

ChatGPT encourages active learning by allowing you to ask specific, targeted questions about what you’ve read, heard, or learned. This back-and-forth interaction mimics the Socratic method, which research shows is one of the most effective ways to deepen comprehension.

• Example: After reading a chapter from a leadership book, you can ask ChatGPT to summarize key points, explain tricky concepts, or provide real-world applications.

2. Summarizing and Rewriting Content

Summarizing material in your own words is one of the best ways to retain it. ChatGPT can help you practice this by generating summaries and letting you refine them further. Or you can challenge it to rephrase content in simpler or more technical language to see how well you’ve grasped the topic.

• Pro Tip: After listening to an audiobook, ask ChatGPT to create a quick summary or bullet-point list of the main ideas. Compare it with your own notes to fill in gaps.

3. Creating Customized Quizzes

Testing yourself is a proven way to lock in information. Tools like ChatGPT can generate custom quizzes or flashcards based on the material you’re studying, helping you reinforce key concepts and improve recall.

• How-To: Share a topic or text with ChatGPT and ask it to create multiple-choice questions, true/false statements, or fill-in-the-blank exercises.

4. Exploring New Perspectives

Sometimes retention falters when you can’t connect new ideas to what you already know. ChatGPT can help by offering analogies, breaking down concepts into relatable examples, or linking ideas to other fields. This cross-pollination strengthens your understanding and memory.

• Example: Struggling to understand a complex strategy from Jim Collins? Ask ChatGPT to explain it like you’re a beginner or relate it to a field you’re already familiar with.

5. Practicing Spaced Repetition

ChatGPT can help you implement spaced repetition – a proven memory technique where you revisit material at increasing intervals. Simply ask it to remind you of key points or summarize a topic after a few days or weeks.

• How-To: Save your conversations and revisit them periodically. You can even ask ChatGPT to highlight parts you might have forgotten.

6. Simulating Real-Life Applications

Retention improves when you apply what you’ve learned. ChatGPT can create scenarios, roleplay situations, or suggest practical exercises that bring theory to life.

• Example: If you’ve been learning about conflict resolution, ask ChatGPT to simulate a workplace dispute so you can practice applying your skills.

Retention isn’t just about the format—it’s about how you engage with the material. Skim less, reflect more, and above all, apply what you’ve learned. That’s where the magic happens.