Understand testing in business conditions

Managers often assume that testing a new product, price, or service means approaching it like a clinical trial in medicine with a hypothesis and validation. But business is different. You seldom have a chance to do randomised trials. Instead, you have to alter the product or price while in use and in conditions you can't control.

Some tests may be unnecessary if you use existing data and literature. Consider the opportunity costs in testing and adjust the methodology and scope.