Reed Iredale

Behavioural Science for Marketing

My Secret Experiment Idea

One of my core tenants in my decision-making framework is “Elimination”, which removes the majority of decisions.

Experiment programs within orgs have a large emphasis on modifying current or live parts of systems.

I’d push for a contrarian idea to maximise the number of live tests from a high level.

Elimination vs Modification.​

​Rather than testing A vs B. Test A vs N/A.

Remove the variable and see if it’s existence detracts from the outcome.

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