As highlighted in the January-February 2025 HBR magazine article 'Want Your Company to Get Better at Experimentation?', experimentation isn’t just about finding what works; it’s about understanding why it works. This approach, known as hypothesis-driven innovation, helps organisations focus on why customers respond to changes, turning experiments into tools for deeper insights and better decisions.
Starting with a clear hypothesis, teams can uncover the mechanisms behind success or failure. Instead of just measuring which design performs better, experiments reveal why customers prefer one option. This knowledge fuels smarter future tests and shapes long-term product strategies. Metrics become more than numbers; they provide insights into what truly matters to customers.
With a clear focus on why, experimentation aligns with broader business goals. Each test contributes to a deeper understanding of customer needs, making innovation more meaningful and strategic. This purpose-driven approach ensures organisations don’t just iterate on products but evolve in ways that deliver lasting value to their users.
Focus on Experimentation. Focus on Why!
RESOURCE
Bojinov, I, Holtz, D et al (2025) ‘Want Your Company to Get Better at Experimentation?’ Harvard Business Review January-February 2025 URL: https://hbr.org/archive-toc/BR2501
ACTION POINT - Do you have a clear focus on why with experimentation in your business?
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