From A to B Your Hypotheses Suck ft. Juliana Jackson
Feb 26, 2025
Juliana Jackson, an expert in experimentation and CRO at MediaMonks, dives deep into the art of crafting effective hypotheses. She debunks common misconceptions and emphasizes that a good hypothesis isn't just a simple if/then statement. Juliana shares insights on aligning hypotheses with business goals and the importance of stakeholder feedback. She also introduces two essential information buckets for hypothesis presentation that many overlook. Tune in for valuable tips on turning your hypotheses from 'meh' to impactful!
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Hypotheses Are Data Projections
- Hypotheses are projections of data, not just ideas tossed out of thin air.
- Juliana says strong discovery and business context turn ideas into testable projections.
Align Tests With The Product Roadmap
- Align experiments with the product roadmap and sprint releases to avoid wasting effort.
- Check sprint plans and adapt hypotheses to what product is shipping that cycle.
Use Theory, Validation, Outcome
- Use theory, validation, and outcome when building hypotheses to cover data, expected signal, and business impact.
- Don't stop at an if-then; specify the metric change and the business outcome you'll affect.