There have been few updates as I was working on things for other people. One of these things showed up today. Here is an excerpt from the beginning of my new article on HBR:
For over 10 years and at three companies, I set up and ran A/B testing programs, in which we test a new offer with half a sample against a control group which doesn’t get a new offer. Executives quickly pick up on the headline benefit of testing: that A/B tests provide reliable answers to “why” questions. This comes as no surprise, as such testing has long been held up as the “gold standard” for learning cause-and-effect in scientific research, clinical studies and direct marketing. However, many executives eventually reach a mid-life crisis, developing doubts about the direction of the A/B testing program.
From my experience, here are three of the most common questions that arise from those doubts, and how managers should think about them.
Read the full piece here.