Research Topics:

The Business of Research

Content Type:

Glossary

Experiment Definition

The process of making an observation or taking a measurement.

An experiment is the process of making an observation or taking a measurement. In marketing research, an experiment is a controlled and systematic process that studies the impact of particular variables or factors on consumer behavior, attitudes or preferences. To observe potential changes, one or more variables are manipulated while other factors remain constant. This method prompts researchers to discover cause-and-effect relationships and develop insights that lead to developing marketing campaigns and launching products and services.

Who relies on experiments?

Marketing professionals,  product developers and businesses do experiments to understand consumer responses and behaviors, test new strategies and refine marketing tactics. Experiments minimize guesswork and help refine strategies based on real data, not assumptions.

Why should I care about experiments?

Experiments collect data that’s valuable for naming well-informed marketing decisions, understanding consumer behavior and optimizing strategies. They show what strategies work best, which product features are most appealing, and how different variables impact customer choices.