Have you ever heard of Mazagran? A coffee-flavoured bottled soda that Starbucks and Pepsi launched back in the mid-1990s? No, you haven’t, and there is a good reason for that! Starbucks correctly collected market research that told them customers wanted a cold, sweet, bottled coffee beverage that they could conveniently purchase in stores. So surely […]
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Experimentation has to be data-driven. So why are businesses still kicking off their experimentation programmes without good data? We all know running experiments on gut-feel and instinct is only going to get you so far. One problem is the ever-growing number of research methods and user-research tools out there. Prioritising what research to conduct is […]
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Within our data-driven industry, many gravitate towards heavily relying on quantitative data to guide and inform experimentation. With Google Analytics and the metrics it measures (e.g. conversion rate, bounce rate and exit rates) often dominating our focus, it means many undervalue or forget about the other insights we can run. Numbers, rates and statistics are […]
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Split testing has matured and more and more websites are testing changes. The “test everything” approach has become widespread and this has been a huge benefit for the industry. Companies now know the true impact of changes and can avoid costly mistakes. The beauty of testing is that the gains are permanent, and the losses […]
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On-site survey tools provide an easy way to gather targeted, contextual feedback from your customers. Analysis of user feedback is an essential part of understanding motivations and barriers in the decision making processes. It can be difficult to know when and how to ask the right questions in order to get the best feedback without […]
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