This paper looks at the background to the recent development of present day applied memory research and considers its present day successes and failures. Applied memory research emerged into the view of science in general in that late 1970s. Its reception was controversial at best. Many basic researchers seemed to feel that they should direct the course of not only basic research but also applied research as well. Gradually it became apparent that while the missions of basic and applied research were similar in relying on the scientific method, these two different branches of science address different phenomena in different contexts. However, applied memory research is still slowed unfairly. Problems which impede the progress of applied memory research, including difficulties of evaluation, lack of peer esteem, and unrealistic expectations of journal reviewers of research conducted under ecologically valid conditions, are discussed. Nevertheless, applied memory research is coping with the challenges put to it, and perhaps because of the scepticism it faces, is accelerating its contribution to the needs of the world.

Key words: applied memory, future directions