Purpose
The method helps clarify hypotheses, target audiences, channels, and measurement concretely. It connects audience, channel, hypothesis, and measurement signal. The outcome is captured as an experiment card, result summary, and next bet.
Marketing
Growth Experiment
Turns hypotheses, target audience, channels, and measurement into a tangible result through defining the hypothesis, choosing audience and channel, and documenting learning.
What is the smallest intervention at the bottleneck that produces an interpretable learning result for the hypothesis within one week?
MediumWorkshop + async1-2 Wochen
How it works
The team follows the steps: define the hypothesis, choose audience and channel, set success criteria, run the experiment, and document learning. Each step is captured visibly. At the end, an experiment card, result summary, and next bet are available so decisions, tests, or actions can follow directly.
Visual orientation
Method sketch for a quick mental model.
Flow
- 1Define hypothesis
- 2Choose audience and channel
- 3Set success criteria
- 4Run experiment
- 5Document learning
The runsheet guides execution with 5 phases, timeboxes, 5 pitfalls, and clear stop criteria.
Open runsheetIdeal for
- Growth backlogs
- Campaign tests
- Activation ideas
Not good for
- Unmeasurable initiatives
- Brand work without learning goals
Deep dive
In detail
Growth experiment follows a clear working logic: define the hypothesis, choose audience and channel, set success criteria, run the experiment, and document learning. This turns the method into a visible thinking process rather than only a conversation. Participants move step by step from raw material, observations, or options toward a shared structure. The result is an experiment card, result summary, and next bet that makes decisions, learning, or further planning actionable.
Facilitation
Prepare a clear focus question, the right information, and a visible workspace. Plan about 1-2 weeks with 1-6 people and use the format in a workshop or asynchronously. The method needs structure and preparation; short timeboxes, visible intermediate results, and a parking lot for open questions help.
Output artifacts
Experiment cardResult summaryNext bet
Artifact templates
Experiment PlanShort plan for hypothesis, test design, success criteria, and decision.markdown
Experiment PlanShort plan for hypothesis, test design, success criteria, and decision.
markdownexperiment-plan-markdown.md
Short plan for hypothesis, test design, success criteria, and decision.
Experiment Plan
Hypothesis
We believe that ...
Target audience
Who are we testing for?
Test design
What exactly will participants or users do?
Success criterion
We count the test as positive if ...
Risks and limits
What can the test not prove?
Decision afterward
If positive: ... If negative: ...
Owner and date
...
When to choose differently
Short decision aid for existing alternatives.
Assumption Mapping
Statt Growth Experiment, wenn ihr Annahmen sichtbar priorisieren wollt, bevor ihr mit Lösungen startet.
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