You work on a digital product team and a recent customer insight suggests that changing part of the user experience could improve behavior. Stakeholders want to know whether the insight reflects a true causal opportunity or just a pattern from observational research. You need to decide if it should be validated through an A/B test.
How would you decide whether a customer insight should be validated with an experiment? If you choose to run one, how would you frame the hypothesis, define success, and determine whether the result is strong enough to act on?