Problem
Scenario
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.
Question
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?
What this tests
- Turning a customer insight into a causal hypothesis
- Choosing a primary metric and guardrails
- Setting an explicit MDE and powering the test
- Recognizing execution risks like peeking and sample ratio mismatch
Practicing as: Customer Insights Analyst interview at ElsevierHi, I'll play your Elsevier interviewer for the Customer Insights Analyst role. Answer the question above like we're in the room, and I'll respond the way a real interviewer would.
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