Get Experimental: How – Seek to disprove


Those of you who’ve worked with us or attended an event with us will likely have heard us banging on about experiments. It is something which under pins a huge amount of our work, this blog series will look at the what, why and how getting experimental can work with your business.


How – Seek to disprove.

One of the fundamentals of scientific method is that you should seek to disprove your hypothesis (in fact, ideally, you should welcome evidence which disproves it). Actively seeking to disprove a hypothesis reduces the risk of confirmation bias and should lead to faster improvement, but it can be scary to commit to.

Let’s say you have a hypothesis that you convert the maximum number of sales when you start by sending a brochure, then follow up with a call, then request a meeting. It would be tempting to do more of this pattern of activity to see if it increases sales, but it might be more effective to run a test in which you try just calling and asking for a meeting – in order to disprove a fundamental element of your hypothesis. For obvious reasons, this could be riskier in the short term so you’d want to design and control the experiment closely – but if you were able to disprove it you could discover a far cheaper and quicker route to a sale.


OK science-nerds, go experiment and let us know how you get on. You can read the rest of this series <here>


Blog by Isla…

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