Iterative and Incremental Production

Rollout experiments iteratively, using a cycle that supports a mentality of learning to interpret the real effects generated.

The lean-agile model reinvents the concept of planning. It shifts the focus of planning from predicting to the measurement of actual effects. The mentality is to "plan your tests and test your plans", where the plan does not enumerate the precise tactics to follow as no one knows in advance which ones will be successful. Instead, best guesses guide multiple small tests and efforts are adjusted after discovering what works (and what doesn't work).

Empirical Mindset

Empirical research is research using empirical evidence. It is a way of gaining knowledge by means of direct and indirect observation or experience. Empiricism values such research more than other kinds. Empirical evidence (the record of one's direct observations or experiences) can be analyzed quantitatively or qualitatively. Quantifying the evidence or making sense of it in qualitative form, a researcher can answer empirical questions, which should be clearly defined and answerable with the evidence collected. Research design varies by field and by the question being investigated. Many researchers combine qualitative and quantitative forms of analysis to better answer questions which cannot be studied in laboratory settings, particularly in the social sciences and in education.

In some fields, quantitative research may begin with a research question (e.g., "Does listening to vocal music during the learning of a word list have an effect on later memory for these words?") which is tested through experimentation. Usually, a researcher has a certain theory regarding the topic under investigation. Based on this theory, statements or hypothesis will be proposed (e.g., "Listening to vocal voice has a negative effect on learning a word list."). From these hypotheses, predictions about specific events are derived (e.g., "People who study a word list while listening to vocal music will remember fewer words on a later memory test than people who study a word list in silence."). These predictions can then be tested with a suitable experiment. Depending on the outcomes of the experiment, the theory on which the hypotheses and predictions were based will be supported or not, or may need to be modified and then subjected to further testing.

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Lean Experimentation

Done well, rapid experimentation helps organizations innovate more efficiently, build new services that meet the needs of their constituents, and develop disruptive solutions to seemingly intractable problems. Lean Experimentation can be particularly effective as a means of testing and validating revenue models that have the potential to create sustainable, long-term funding streams.

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