The takeaway
A limited experiment can answer questions that another strategy meeting cannot. Make a specific prediction, test safely and document the result.
Put it into action
- 1
Write a falsifiable hypothesis
- 2
Limit the test budget and duration
- 3
Measure qualified customer actions
- 4
Decide whether to keep, revise or stop
What makes a marketing test useful?
A clear hypothesis, defined audience, success metric, evaluation window and decision rule.