Short is not automatically better
A 12-minute routine may be easier to fit into a day than a 60-minute session. That is a usability advantage. It does not prove that the shorter session produces the same neural or behavioral outcome as a longer research protocol.
Duration is only one parameter
Frequency, delivery mode, intensity, carrier tone, background sound, timing, and repetition also matter. Without those details, comparing “12 minutes” with a study’s “one hour” can be misleading.
Memory changes over time
Memory depends on attention, encoding, retrieval, and consolidation. A single session cannot establish a durable change in those processes. If a product makes a long-term claim, look for a long-term controlled outcome.