Where Does Research Fit into A/B Testing? ft. Els Aerts
From A to B
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Balancing Research and A/B Testing
Exploring the intertwined nature of research and A/B testing, this chapter discusses the importance of validating qualitative research with A/B tests to optimize resources. It delves into decision-making processes for small companies on investing in A/B testing tools or research and highlights the misconception of not needing A/B testing with sufficient user research.
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