THERE ARE TWO KINDS OF EXPERIMENTERS, ONE FOR SCIENCE AND ONE FOR BUSINESS. WHICH ARE YOU?

Summary from the TLDR Marketing newsletter

There are two kinds of experimenters, one optimizing for scientific certainty and one optimizing for business speed. Strict significance rules like p < 0.05 are designed to avoid false positives, but large-scale studies show they can leave over a quarter of value on the table and sometimes underperform doing nothing. The real issue is decision-making, not testing, since teams stall debating results instead of acting. A better approach is to define intent upfront, either proving superiority or checking non-inferiority, and tune thresholds to the real cost of being wrong.