how to write a marketing hypothesis

How to write a hypothesis for marketing experimentation

• Apr 11, 2021
• 5 minute read
• Creating your strongest marketing hypothesis

The potential for your marketing improvement depends on the strength of your testing hypotheses.

But where are you getting your test ideas from? Have you been scouring competitor sites, or perhaps pulling from previous designs on your site? The web is full of ideas and you’re full of ideas – there is no shortage of inspiration, that’s for sure.

Coming up with something you  want  to test isn’t hard to do. Coming up with something you  should  test can be hard to do.

Hard – yes. Impossible? No. Which is good news, because if you can’t create hypotheses for things that should be tested, your test results won’t mean mean much, and you probably shouldn’t be spending your time testing.

Taking the time to write your hypotheses correctly will help you structure your ideas, get better results, and avoid wasting traffic on poor test designs.

With this post, we’re getting advanced with marketing hypotheses, showing you how to write and structure your hypotheses to gain both business results and marketing insights!

By the time you finish reading, you’ll be able to:

• Distinguish a solid hypothesis from a time-waster, and
• Structure your solid hypothesis to get results  and  insights

To make this whole experience a bit more tangible, let’s track a sample idea from…well…idea to hypothesis.

Let’s say you identified a call-to-action (CTA)* while browsing the web, and you were inspired to test something similar on your own lead generation landing page. You think it might work for your users! Your idea is:

“My page needs a new CTA.”

*A call-to-action is the point where you, as a marketer, ask your prospect to do something on your page. It often includes a button or link to an action like “Buy”, “Sign up”, or “Request a quote”.

The basics: The correct marketing hypothesis format

Level up: moving from a good to great hypothesis, it’s based on a science, building marketing hypotheses to create insights, what makes a great hypothesis.

A well-structured hypothesis provides insights whether it is proved, disproved, or results are inconclusive.

You should never phrase a marketing hypothesis as a question. It should be written as a statement that can be rejected or confirmed.

Further, it should be a statement geared toward revealing insights – with this in mind, it helps to imagine each statement followed by a  reason :

• Changing _______ into ______ will increase [conversion goal], because:
• Changing _______ into ______ will decrease [conversion goal], because:
• Changing _______ into ______ will not affect [conversion goal], because:

Each of the above sentences ends with ‘because’ to set the expectation that there will be an explanation behind the results of whatever you’re testing.

It’s important to remember to plan ahead when you create a test, and think about explaining why the test turned out the way it did when the results come in.

Understanding what makes an idea worth testing is necessary for your optimization team.

If your tests are based on random ideas you googled or were suggested by a consultant, your testing process still has its training wheels on. Great hypotheses aren’t random. They’re based on rationale and aim for learning.

Hypotheses should be based on themes and analysis that show potential conversion barriers.

At Conversion, we call this investigation phase the “Explore Phase” where we use frameworks like the LIFT Model to understand the prospect’s unique perspective. (You can read more on the the full optimization process here).

A well-founded marketing hypothesis should also provide you with new, testable clues about your users regardless of whether or not the test wins, loses or yields inconclusive results.

These new insights should inform future testing: a solid hypothesis can help you quickly separate worthwhile ideas from the rest when planning follow-up tests.

“Ultimately, what matters most is that you have a hypothesis going into each experiment and you design each experiment to address that hypothesis.” – Nick So, VP of Delivery

Here’s a quick tip :

If you’re about to run a test that isn’t going to tell you anything new about your users and their motivations, it’s probably not worth investing your time in.

Let’s take this opportunity to refer back to your original idea:

Ok, but  what now ? To get actionable insights from ‘a new CTA’, you need to know why it behaved the way it did. You need to ask the right question.

To test the waters, maybe you changed the copy of the CTA button on your lead generation form from “Submit” to “Send demo request”. If this change leads to an increase in conversions, it could mean that your users require more clarity about what their information is being used for.

That’s a potential insight.

Based on this insight, you could follow up with another test that adds copy around the CTA about next steps: what the user should anticipate after they have submitted their information.

For example, will they be speaking to a specialist via email? Will something be waiting for them the next time they visit your site? You can test providing more information, and see if your users are interested in knowing it!

That’s the cool thing about a good hypothesis: the results of the test, while important (of course) aren’t the only component driving your future test ideas. The insights gleaned lead to further hypotheses and insights in a virtuous cycle.

The term “hypothesis” probably isn’t foreign to you. In fact, it may bring up memories of grade-school science class; it’s a critical part of the  scientific method .

The scientific method in testing follows a systematic routine that sets ideation up to predict the results of experiments via:

• Collecting data and information through observation
• Creating tentative descriptions of what is being observed
• Forming  hypotheses  that predict different outcomes based on these observations
• Testing your  hypotheses
• Analyzing the data, drawing conclusions and insights from the results

Don’t worry! Hypothesizing may seem ‘sciency’, but it doesn’t have to be complicated in practice.

Hypothesizing simply helps ensure the results from your tests are quantifiable, and is necessary if you want to understand how the results reflect the change made in your test.

A strong marketing hypothesis allows testers to use a structured approach in order to discover what works, why it works, how it works, where it works, and who it works on.

“My page needs a new CTA.” Is this idea in its current state clear enough to help you understand what works? Maybe. Why it works? No. Where it works? Maybe. Who it works on? No.

Your idea needs refining.

Let’s pull back and take a broader look at the lead generation landing page we want to test.

Imagine the situation: you’ve been diligent in your data collection and you notice several recurrences of Clarity pain points – meaning that there are many unclear instances throughout the page’s messaging.

Rather than focusing on the CTA right off the bat, it may be more beneficial to deal with the bigger clarity issue.

Now you’re starting to think about solving your prospects conversion barriers rather than just testing random ideas!

If you believe the overall page is unclear, your overarching theme of inquiry might be positioned as:

• “Improving the clarity of the page will reduce confusion and improve [conversion goal].”

By testing a hypothesis that supports this clarity theme, you can gain confidence in the validity of it as an actionable marketing insight over time.

If the test results are negative : It may not be worth investigating this motivational barrier any further on this page. In this case, you could return to the data and look at the other motivational barriers that might be affecting user behavior.

If the test results are positive : You might want to continue to refine the clarity of the page’s message with further testing.

Typically, a test will start with a broad idea — you identify the changes to make, predict how those changes will impact your conversion goal, and write it out as a broad theme as shown above. Then, repeated tests aimed at that theme will confirm or undermine the strength of the underlying insight.

You believe you’ve identified an overall problem on your landing page (there’s a problem with clarity). Now you want to understand how individual elements contribute to the problem, and the effect these individual elements have on your users.

It’s game time  – now you can start designing a hypothesis that will generate insights.

You believe your users need more clarity. You’re ready to dig deeper to find out if that’s true!

If a specific question needs answering, you should structure your test to make a single change. This isolation might ask: “What element are users most sensitive to when it comes to the lack of clarity?” and “What changes do I believe will support increasing clarity?”

At this point, you’ll want to boil down your overarching theme…

• Improving the clarity of the page will reduce confusion and improve [conversion goal].

…into a quantifiable hypothesis that isolates key sections:

• Changing the wording of this CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion about the next steps in the funnel and improve order completions.

Does this answer what works? Yes: changing the wording on your CTA.

Does this answer why it works? Yes: reducing confusion about the next steps in the funnel.

Does this answer where it works? Yes: on this page, before the user enters this theoretical funnel.

Does this answer who it works on? No, this question demands another isolation. You might structure your hypothesis more like this:

• Changing the wording of the CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion  for visitors coming from my email campaign  about the next steps in the funnel and improve order completions.

Now we’ve got a clear hypothesis. And one worth testing!

1. It’s testable.

2. It addresses conversion barriers.

3. It aims at gaining marketing insights.

Let’s compare:

The original idea : “My page needs a new CTA.”

Following the hypothesis structure : “A new CTA on my page will increase [conversion goal]”

The first test implied a problem with clarity, provides a potential theme : “Improving the clarity of the page will reduce confusion and improve [conversion goal].”

The potential clarity theme leads to a new hypothesis : “Changing the wording of the CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion about the next steps in the funnel and improve order completions.”

Final refined hypothesis : “Changing the wording of the CTA to set expectations for users (from “submit” to “send demo request”) will reduce confusion for visitors coming from my email campaign about the next steps in the funnel and improve order completions.”

Which test would you rather your team invest in?

Before you start your next test, take the time to do a proper analysis of the page you want to focus on. Do preliminary testing to define bigger issues, and use that information to refine and pinpoint your marketing hypothesis to give you forward-looking insights.

Doing this will help you avoid time-wasting tests, and enable you to start getting some insights for your team to keep testing!

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Expert Advice on Developing a Hypothesis for Marketing Experimentation 

• Conversion Rate Optimization

Simbar Dube

Every marketing experimentation process has to have a solid hypothesis. 

That’s a must – unless you want to be roaming in the dark and heading towards a dead-end in your experimentation program.

Hypothesizing is the second phase of our SHIP optimization process here at Invesp.

It comes after we have completed the research phase. 

This is an indication that we don’t just pull a hypothesis out of thin air. We always make sure that it is based on research data. 

But having a research-backed hypothesis doesn’t mean that the hypothesis will always be correct. In fact, tons of hypotheses bear inconclusive results or get disproved. 

The main idea of having a hypothesis in marketing experimentation is to help you gain insights – regardless of the testing outcome. 

By the time you finish reading this article, you’ll know: 

• The essential tips on what to do when crafting a hypothesis for marketing experiments
• How a marketing experiment hypothesis works 

How experts develop a solid hypothesis

The basics: marketing experimentation hypothesis.

A hypothesis is a research-based statement that aims to explain an observed trend and create a solution that will improve the result. This statement is an educated, testable prediction about what will happen.

It has to be stated in declarative form and not as a question.

“ If we add magnification info, product video and making virtual mirror buttons, will that improve engagement? ” is not declarative, but “ Improving the experience of product pages by adding magnification info, product video and making virtual mirror buttons will increase engagement ” is.

Here’s a quick example of how a hypothesis should be phrased: 

• Replacing ___ with __ will increase [conversion goal] by [%], because:
• Removing ___ and __ will decrease [conversion goal] by [%], because:
• Changing ___ into __ will not affect [conversion goal], because:
• Improving  ___ by  ___will increase [conversion goal], because: 

As you can see from the above sentences, a good hypothesis is written in clear and simple language. Reading your hypothesis should tell your team members exactly what you thought was going to happen in an experiment.

Another important element of a good hypothesis is that it defines the variables in easy-to-measure terms, like who the participants are, what changes during the testing, and what the effect of the changes will be: 

Example : Let’s say this is our hypothesis: 

Displaying full look items on every “continue shopping & view your bag” pop-up and highlighting the value of having a full look will improve the visibility of a full look, encourage visitors to add multiple items from the same look and that will increase the average order value, quantity with cross-selling by 3% .

Who are the participants : 

Visitors. 

What changes during the testing : 

Displaying full look items on every “continue shopping & view your bag” pop-up and highlighting the value of having a full look…

What the effect of the changes will be:  

Will improve the visibility of a full look, encourage visitors to add multiple items from the same look and that will increase the average order value, quantity with cross-selling by 3% .

Don’t bite off more than you can chew! Answering some scientific questions can involve more than one experiment, each with its own hypothesis. so, you have to make sure your hypothesis is a specific statement relating to a single experiment.

How a Marketing Experimentation Hypothesis Works

Assuming that you have done conversion research and you have identified a list of issues ( UX or conversion-related problems) and potential revenue opportunities on the site. The next thing you’d want to do is to prioritize the issues and determine which issues will most impact the bottom line.

Having ranked the issues you need to test them to determine which solution works best. At this point, you don’t have a clear solution for the problems identified. So, to get better results and avoid wasting traffic on poor test designs, you need to make sure that your testing plan is guided. 

This is where a hypothesis comes into play. 

For each and every problem you’re aiming to address, you need to craft a hypothesis for it – unless the problem is a technical issue that can be solved right away without the need to hypothesize or test. 

One important thing you should note about an experimentation hypothesis is that it can be implemented in different ways.  

This means that one hypothesis can have four or five different tests as illustrated in the image above. Khalid Saleh , the Invesp CEO, explains: 

“There are several ways that can be used to support one single hypothesis. Each and every way is a possible test scenario. And that means you also have to prioritize the test design you want to start with. Ultimately the name of the game is you want to find the idea that has the biggest possible impact on the bottom line with the least amount of effort. We use almost 18 different metrics to score all of those.”

In one of the recent tests we launched after watching video recordings, viewing heatmaps, and conducting expert reviews, we noticed that:  

• Visitors were scrolling to the bottom of the page to fill out a calculator so as to get a free diet plan. 
• Brand is missing 
• Too many free diet plans – and this made it hard for visitors to choose and understand.  
• No value proposition on the page
• The copy didn’t mention the benefits of the paid program
• There was no clear CTA for the next action

To help you understand, let’s have a look at how the original page looked like before we worked on it: 

So our aim was to make the shopping experience seamless for visitors, make the page more appealing and not confusing. In order to do that, here is how we phrased the hypothesis for the page above: 

Improving the experience of optin landing pages by making the free offer accessible above the fold and highlighting the next action with a clear CTA and will increase the engagement on the offer and increase the conversion rate by 1%.

For this particular hypothesis, we had two design variations aligned to it:

The two above designs are different, but they are aligned to one hypothesis. This goes on to show how one hypothesis can be implemented in different ways. Looking at the two variations above – which one do you think won?

Yes, you’re right, V2 was the winner. 

Considering that there are many ways you can implement one hypothesis, so when you launch a test and it fails, it doesn’t necessarily mean that the hypothesis was wrong. Khalid adds:

“A single failure of a test doesn’t mean that the hypothesis is incorrect. Nine times out of ten it’s because of the way you’ve implemented the hypothesis. Look at the way you’ve coded and look at the copy you’ve used – you are more likely going to find something wrong with it. Always be open.” 

So there are three things you should keep in mind when it comes to marketing experimentation hypotheses: 

• It takes a while for this hypothesis to really fully test it.
• A single failure doesn’t necessarily mean that the hypothesis is incorrect.
• Whether a hypothesis is proved or disproved, you can still learn something about your users.

I know it’s never easy to develop a hypothesis that informs future testing – I mean it takes a lot of intense research behind the scenes, and tons of ideas to begin with. So, I reached out to six CRO experts for tips and advice to help you understand more about developing a solid hypothesis and what to include in it. 

Maurice   says that a solid hypothesis should have not more than one goal: 

Maurice Beerthuyzen – CRO/CXO Lead at ClickValue “Creating a hypothesis doesn’t begin at the hypothesis itself. It starts with research. What do you notice in your data, customer surveys, and other sources? Do you understand what happens on your website? When you notice an opportunity it is tempting to base one single A/B test on one hypothesis. Create hypothesis A and run a single test, and then move forward to the next test. With another hypothesis. But it is very rare that you solve your problem with only one hypothesis. Often a test provides several other questions. Questions which you can solve with running other tests. But based on that same hypothesis! We should not come up with a new hypothesis for every test. Another mistake that often happens is that we fill the hypothesis with multiple goals. Then we expect that the hypothesis will work on conversion rate, average order value, and/or Click Through Ratio. Of course, this is possible, but when you run your test, your hypothesis can only have one goal at once. And what if you have two goals? Just split the hypothesis then create a secondary hypothesis for your second goal. Every test has one primary goal. What if you find a winner on your secondary hypothesis? Rerun the test with the second hypothesis as the primary one.”

Jon believes that a strong hypothesis is built upon three pillars:

Jon MacDonald – President and Founder of The Good Respond to an established challenge – The challenge must have a strong background based on data, and the background should state an established challenge that the test is looking to address. Example: “Sign up form lacks proof of value, incorrectly assuming if users are on the page, they already want the product.” Propose a specific solution – What is the one, the single thing that is believed will address the stated challenge? Example: “Adding an image of the dashboard as a background to the signup form…”. State the assumed impact – The assumed impact should reference one specific, measurable optimization goal that was established prior to forming a hypothesis. Example: “…will increase signups.” So, if your hypothesis doesn’t have a specific, measurable goal like “will increase signups,” you’re not really stating a test hypothesis!”

Matt uses his own hypothesis builder to collate important data points into a single hypothesis. 

Matt Beischel – Founder of Corvus CRO Like Jon, Matt also breaks down his hypothesis writing process into three sections. Unlike Jon, Matt sections are: Comprehension Response Outcome I set it up so that the names neatly match the “CRO.” It’s a sort of “mad-libs” style fill-in-the-blank where each input is an important piece of information for building out a robust hypothesis. I consider these the minimum required data points for a good hypothesis; if you can’t completely fill out the form, then you don’t have a good hypothesis. Here’s a breakdown of each data point: Comprehension – Identifying something that can be improved upon Problem: “What is a problem we have?” Observation Method: “How did we identify the problem?” Response – Change that can cause improvement Variation: “What change do we think could solve the problem?” Location: “Where should the change occur?” Scope: “What are the conditions for the change?” Audience: “Who should the change affect?” Outcome – Measurable result of the change that determines the success Behavior Change : “What change in behavior are we trying to affect?” Primary KPI: “What is the important metric that determines business impact?” Secondary KPIs: “Other metrics that will help reinforce/refute the Primary KPI” Something else to consider is that I have a “user first” approach to formulating hypotheses. My process above is always considered within the context of how it would first benefit the user. Now, I do feel that a successful experiment should satisfy the needs of BOTH users and businesses, but always be in favor of the user. Notice that “Behavior Change” is the first thing listed in Outcome, not primary business KPI. Sure, at the end of the day you are working for the business’s best interests (both strategically and financially), but placing the user first will better inform your decision making and prioritization; there’s a reason that things like personas, user stories, surveys, session replays, reviews, etc. exist after all. A business-first ideology is how you end up with dark patterns and damaging brand credibility.”

One of the many mistakes that CROs make when writing a hypothesis is that they are focused on wins and not on insights. Shiva advises against this mindset:

Shiva Manjunath – Marketing Manager and CRO at Gartner “Test to learn, not test to win. It’s a very simple reframe of hypotheses but can have a magnitude of difference. Here’s an example: Test to Win Hypothesis: If I put a product video in the middle of the product page, I will improve add to cart rates and improve CVR. Test to Learn Hypothesis: If I put a product video on the product page, there will be high engagement with the video and it will positively influence traffic What you’re doing is framing your hypothesis, and test, in a particular way to learn as much as you can. That is where you gain marketing insights. The more you run ‘marketing insight’ tests, the more you will win. Why? The more you compound marketing insight learnings, your win velocity will start to increase as a proxy of the learnings you’ve achieved. Then, you’ll have a higher chance of winning in your tests – and the more you’ll be able to drive business results.”

Lorenzo  says it’s okay to focus on achieving a certain result as long as you are also getting an answer to: “Why is this event happening or not happening?”

Lorenzo Carreri – CRO Consultant “When I come up with a hypothesis for a new or iterative experiment, I always try to find an answer to a question. It could be something related to a problem people have or an opportunity to achieve a result or a way to learn something. The main question I want to answer is “Why is this event happening or not happening?” The question is driven by data, both qualitative and quantitative. The structure I use for stating my hypothesis is: From [data source], I noticed [this problem/opportunity] among [this audience of users] on [this page or multiple pages]. So I believe that by [offering this experiment solution], [this KPI] will [increase/decrease/stay the same].

Jakub Linowski says that hypotheses are meant to hold researchers accountable:

Jakub Linowski – Chief Editor of GoodUI “They do this by making your change and prediction more explicit. A typical hypothesis may be expressed as: If we change (X), then it will have some measurable effect (A). Unfortunately, this oversimplified format can also become a heavy burden to your experiment design with its extreme reductionism. However you decide to format your hypotheses, here are three suggestions for more flexibility to avoid limiting yourself. One Or More Changes To break out of the first limitation, we have to admit that our experiments may contain a single or multiple changes. Whereas the classic hypothesis encourages a single change or isolated variable, it’s not the only way we can run experiments. In the real world, it’s quite normal to see multiple design changes inside a single variation. One valid reason for doing this is when wishing to optimize a section of a website while aiming for a greater effect. As more positive changes compound together, there are times when teams decide to run bigger experiments. An experiment design (along with your hypotheses) therefore should allow for both single or multiple changes. One Or More Metrics A second limitation of many hypotheses is that they often ask us to only make a single prediction at a time. There are times when we might like to make multiple guesses or predictions to a set of metrics. A simple example of this might be a trade-off experiment with a guess of increased sales but decreased trial signups. Being able to express single or multiple metrics in our experimental designs should therefore be possible. Estimates, Directional Predictions, Or Unknowns Finally, traditional hypotheses also tend to force very simple directional predictions by asking us to guess whether something will increase or decrease. In reality, however, the fidelity of predictions can be higher or lower. On one hand, I’ve seen and made experiment estimations that contain specific numbers from prior data (ex: increase sales by 14%). While at other times it should also be acceptable to admit the unknown and leave the prediction blank. One example of this is when we are testing a completely novel idea without any prior data in a highly exploratory type of experiment. In such cases, it might be dishonest to make any sort of predictions and we should allow ourselves to express the unknown comfortably.”

Conclusion 

So there you have it! Before you jump on launching a test, start by making sure that your hypothesis is solid and backed by research. Ask yourself the questions below when crafting a hypothesis for marketing experimentation:

• Is the hypothesis backed by research?
• Can the hypothesis be tested?
• Does the hypothesis provide insights?
• Does the hypothesis set the expectation that there will be an explanation behind the results of whatever you’re testing?

Don’t worry! Hypothesizing may seem like a very complicated process, but it’s not complicated in practice especially when you have done proper research.

If you enjoyed reading this article and you’d love to get the best CRO content – delivered by the best experts in the industry – straight to your inbox, every week. Please subscribe here .

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The Craft of Writing a Strong Hypothesis

Table of Contents

Writing a hypothesis is one of the essential elements of a scientific research paper. It needs to be to the point, clearly communicating what your research is trying to accomplish. A blurry, drawn-out, or complexly-structured hypothesis can confuse your readers. Or worse, the editor and peer reviewers.

A captivating hypothesis is not too intricate. This blog will take you through the process so that, by the end of it, you have a better idea of how to convey your research paper's intent in just one sentence.

What is a Hypothesis?

The first step in your scientific endeavor, a hypothesis, is a strong, concise statement that forms the basis of your research. It is not the same as a thesis statement , which is a brief summary of your research paper .

The sole purpose of a hypothesis is to predict your paper's findings, data, and conclusion. It comes from a place of curiosity and intuition . When you write a hypothesis, you're essentially making an educated guess based on scientific prejudices and evidence, which is further proven or disproven through the scientific method.

The reason for undertaking research is to observe a specific phenomenon. A hypothesis, therefore, lays out what the said phenomenon is. And it does so through two variables, an independent and dependent variable.

The independent variable is the cause behind the observation, while the dependent variable is the effect of the cause. A good example of this is “mixing red and blue forms purple.” In this hypothesis, mixing red and blue is the independent variable as you're combining the two colors at your own will. The formation of purple is the dependent variable as, in this case, it is conditional to the independent variable.

Different Types of Hypotheses‌

Types of hypotheses

Some would stand by the notion that there are only two types of hypotheses: a Null hypothesis and an Alternative hypothesis. While that may have some truth to it, it would be better to fully distinguish the most common forms as these terms come up so often, which might leave you out of context.

Apart from Null and Alternative, there are Complex, Simple, Directional, Non-Directional, Statistical, and Associative and casual hypotheses. They don't necessarily have to be exclusive, as one hypothesis can tick many boxes, but knowing the distinctions between them will make it easier for you to construct your own.

1. Null hypothesis

A null hypothesis proposes no relationship between two variables. Denoted by H 0 , it is a negative statement like “Attending physiotherapy sessions does not affect athletes' on-field performance.” Here, the author claims physiotherapy sessions have no effect on on-field performances. Even if there is, it's only a coincidence.

2. Alternative hypothesis

Considered to be the opposite of a null hypothesis, an alternative hypothesis is donated as H1 or Ha. It explicitly states that the dependent variable affects the independent variable. A good  alternative hypothesis example is “Attending physiotherapy sessions improves athletes' on-field performance.” or “Water evaporates at 100 °C. ” The alternative hypothesis further branches into directional and non-directional.

• Directional hypothesis: A hypothesis that states the result would be either positive or negative is called directional hypothesis. It accompanies H1 with either the ‘<' or ‘>' sign.
• Non-directional hypothesis: A non-directional hypothesis only claims an effect on the dependent variable. It does not clarify whether the result would be positive or negative. The sign for a non-directional hypothesis is ‘≠.'

3. Simple hypothesis

A simple hypothesis is a statement made to reflect the relation between exactly two variables. One independent and one dependent. Consider the example, “Smoking is a prominent cause of lung cancer." The dependent variable, lung cancer, is dependent on the independent variable, smoking.

4. Complex hypothesis

In contrast to a simple hypothesis, a complex hypothesis implies the relationship between multiple independent and dependent variables. For instance, “Individuals who eat more fruits tend to have higher immunity, lesser cholesterol, and high metabolism.” The independent variable is eating more fruits, while the dependent variables are higher immunity, lesser cholesterol, and high metabolism.

5. Associative and casual hypothesis

Associative and casual hypotheses don't exhibit how many variables there will be. They define the relationship between the variables. In an associative hypothesis, changing any one variable, dependent or independent, affects others. In a casual hypothesis, the independent variable directly affects the dependent.

6. Empirical hypothesis

Also referred to as the working hypothesis, an empirical hypothesis claims a theory's validation via experiments and observation. This way, the statement appears justifiable and different from a wild guess.

Say, the hypothesis is “Women who take iron tablets face a lesser risk of anemia than those who take vitamin B12.” This is an example of an empirical hypothesis where the researcher  the statement after assessing a group of women who take iron tablets and charting the findings.

7. Statistical hypothesis

The point of a statistical hypothesis is to test an already existing hypothesis by studying a population sample. Hypothesis like “44% of the Indian population belong in the age group of 22-27.” leverage evidence to prove or disprove a particular statement.

Characteristics of a Good Hypothesis

Writing a hypothesis is essential as it can make or break your research for you. That includes your chances of getting published in a journal. So when you're designing one, keep an eye out for these pointers:

• A research hypothesis has to be simple yet clear to look justifiable enough.
• It has to be testable — your research would be rendered pointless if too far-fetched into reality or limited by technology.
• It has to be precise about the results —what you are trying to do and achieve through it should come out in your hypothesis.
• A research hypothesis should be self-explanatory, leaving no doubt in the reader's mind.
• If you are developing a relational hypothesis, you need to include the variables and establish an appropriate relationship among them.
• A hypothesis must keep and reflect the scope for further investigations and experiments.

Separating a Hypothesis from a Prediction

Outside of academia, hypothesis and prediction are often used interchangeably. In research writing, this is not only confusing but also incorrect. And although a hypothesis and prediction are guesses at their core, there are many differences between them.

A hypothesis is an educated guess or even a testable prediction validated through research. It aims to analyze the gathered evidence and facts to define a relationship between variables and put forth a logical explanation behind the nature of events.

Predictions are assumptions or expected outcomes made without any backing evidence. They are more fictionally inclined regardless of where they originate from.

For this reason, a hypothesis holds much more weight than a prediction. It sticks to the scientific method rather than pure guesswork. "Planets revolve around the Sun." is an example of a hypothesis as it is previous knowledge and observed trends. Additionally, we can test it through the scientific method.

Whereas "COVID-19 will be eradicated by 2030." is a prediction. Even though it results from past trends, we can't prove or disprove it. So, the only way this gets validated is to wait and watch if COVID-19 cases end by 2030.

Finally, How to Write a Hypothesis

Quick tips on writing a hypothesis

1.  Be clear about your research question

A hypothesis should instantly address the research question or the problem statement. To do so, you need to ask a question. Understand the constraints of your undertaken research topic and then formulate a simple and topic-centric problem. Only after that can you develop a hypothesis and further test for evidence.

2. Carry out a recce

Once you have your research's foundation laid out, it would be best to conduct preliminary research. Go through previous theories, academic papers, data, and experiments before you start curating your research hypothesis. It will give you an idea of your hypothesis's viability or originality.

Making use of references from relevant research papers helps draft a good research hypothesis. SciSpace Discover offers a repository of over 270 million research papers to browse through and gain a deeper understanding of related studies on a particular topic. Additionally, you can use SciSpace Copilot , your AI research assistant, for reading any lengthy research paper and getting a more summarized context of it. A hypothesis can be formed after evaluating many such summarized research papers. Copilot also offers explanations for theories and equations, explains paper in simplified version, allows you to highlight any text in the paper or clip math equations and tables and provides a deeper, clear understanding of what is being said. This can improve the hypothesis by helping you identify potential research gaps.

3. Create a 3-dimensional hypothesis

Variables are an essential part of any reasonable hypothesis. So, identify your independent and dependent variable(s) and form a correlation between them. The ideal way to do this is to write the hypothetical assumption in the ‘if-then' form. If you use this form, make sure that you state the predefined relationship between the variables.

In another way, you can choose to present your hypothesis as a comparison between two variables. Here, you must specify the difference you expect to observe in the results.

4. Write the first draft

Now that everything is in place, it's time to write your hypothesis. For starters, create the first draft. In this version, write what you expect to find from your research.

Clearly separate your independent and dependent variables and the link between them. Don't fixate on syntax at this stage. The goal is to ensure your hypothesis addresses the issue.

5. Proof your hypothesis

After preparing the first draft of your hypothesis, you need to inspect it thoroughly. It should tick all the boxes, like being concise, straightforward, relevant, and accurate. Your final hypothesis has to be well-structured as well.

Research projects are an exciting and crucial part of being a scholar. And once you have your research question, you need a great hypothesis to begin conducting research. Thus, knowing how to write a hypothesis is very important.

Now that you have a firmer grasp on what a good hypothesis constitutes, the different kinds there are, and what process to follow, you will find it much easier to write your hypothesis, which ultimately helps your research.

Now it's easier than ever to streamline your research workflow with SciSpace Discover . Its integrated, comprehensive end-to-end platform for research allows scholars to easily discover, write and publish their research and fosters collaboration.

It includes everything you need, including a repository of over 270 million research papers across disciplines, SEO-optimized summaries and public profiles to show your expertise and experience.

If you found these tips on writing a research hypothesis useful, head over to our blog on Statistical Hypothesis Testing to learn about the top researchers, papers, and institutions in this domain.

Frequently Asked Questions (FAQs)

1. what is the definition of hypothesis.

According to the Oxford dictionary, a hypothesis is defined as “An idea or explanation of something that is based on a few known facts, but that has not yet been proved to be true or correct”.

2. What is an example of hypothesis?

The hypothesis is a statement that proposes a relationship between two or more variables. An example: "If we increase the number of new users who join our platform by 25%, then we will see an increase in revenue."

3. What is an example of null hypothesis?

A null hypothesis is a statement that there is no relationship between two variables. The null hypothesis is written as H0. The null hypothesis states that there is no effect. For example, if you're studying whether or not a particular type of exercise increases strength, your null hypothesis will be "there is no difference in strength between people who exercise and people who don't."

4. What are the types of research?

• Fundamental research

• Applied research

• Qualitative research

• Quantitative research

• Mixed research

• Exploratory research

• Longitudinal research

• Cross-sectional research

• Field research

• Laboratory research

• Fixed research

• Flexible research

• Action research

• Policy research

• Classification research

• Comparative research

• Causal research

• Inductive research

• Deductive research

5. How to write a hypothesis?

• Your hypothesis should be able to predict the relationship and outcome.

• Avoid wordiness by keeping it simple and brief.

• Your hypothesis should contain observable and testable outcomes.

• Your hypothesis should be relevant to the research question.

6. What are the 2 types of hypothesis?

• Null hypotheses are used to test the claim that "there is no difference between two groups of data".

• Alternative hypotheses test the claim that "there is a difference between two data groups".

7. Difference between research question and research hypothesis?

A research question is a broad, open-ended question you will try to answer through your research. A hypothesis is a statement based on prior research or theory that you expect to be true due to your study. Example - Research question: What are the factors that influence the adoption of the new technology? Research hypothesis: There is a positive relationship between age, education and income level with the adoption of the new technology.

8. What is plural for hypothesis?

The plural of hypothesis is hypotheses. Here's an example of how it would be used in a statement, "Numerous well-considered hypotheses are presented in this part, and they are supported by tables and figures that are well-illustrated."

9. What is the red queen hypothesis?

The red queen hypothesis in evolutionary biology states that species must constantly evolve to avoid extinction because if they don't, they will be outcompeted by other species that are evolving. Leigh Van Valen first proposed it in 1973; since then, it has been tested and substantiated many times.

10. Who is known as the father of null hypothesis?

The father of the null hypothesis is Sir Ronald Fisher. He published a paper in 1925 that introduced the concept of null hypothesis testing, and he was also the first to use the term itself.

11. When to reject null hypothesis?

You need to find a significant difference between your two populations to reject the null hypothesis. You can determine that by running statistical tests such as an independent sample t-test or a dependent sample t-test. You should reject the null hypothesis if the p-value is less than 0.05.

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What is a Research Hypothesis: How to Write it, Types, and Examples

Any research begins with a research question and a research hypothesis . A research question alone may not suffice to design the experiment(s) needed to answer it. A hypothesis is central to the scientific method. But what is a hypothesis ? A hypothesis is a testable statement that proposes a possible explanation to a phenomenon, and it may include a prediction. Next, you may ask what is a research hypothesis ? Simply put, a research hypothesis is a prediction or educated guess about the relationship between the variables that you want to investigate.  

It is important to be thorough when developing your research hypothesis. Shortcomings in the framing of a hypothesis can affect the study design and the results. A better understanding of the research hypothesis definition and characteristics of a good hypothesis will make it easier for you to develop your own hypothesis for your research. Let’s dive in to know more about the types of research hypothesis , how to write a research hypothesis , and some research hypothesis examples .  

Table of Contents

What is a hypothesis ?  

A hypothesis is based on the existing body of knowledge in a study area. Framed before the data are collected, a hypothesis states the tentative relationship between independent and dependent variables, along with a prediction of the outcome.  

What is a research hypothesis ?  

Young researchers starting out their journey are usually brimming with questions like “ What is a hypothesis ?” “ What is a research hypothesis ?” “How can I write a good research hypothesis ?”   

A research hypothesis is a statement that proposes a possible explanation for an observable phenomenon or pattern. It guides the direction of a study and predicts the outcome of the investigation. A research hypothesis is testable, i.e., it can be supported or disproven through experimentation or observation.     

Characteristics of a good hypothesis  

Here are the characteristics of a good hypothesis :  

• Clearly formulated and free of language errors and ambiguity  
• Concise and not unnecessarily verbose  
• Has clearly defined variables  
• Testable and stated in a way that allows for it to be disproven  
• Can be tested using a research design that is feasible, ethical, and practical   
• Specific and relevant to the research problem  
• Rooted in a thorough literature search  
• Can generate new knowledge or understanding.  

How to create an effective research hypothesis  

A study begins with the formulation of a research question. A researcher then performs background research. This background information forms the basis for building a good research hypothesis . The researcher then performs experiments, collects, and analyzes the data, interprets the findings, and ultimately, determines if the findings support or negate the original hypothesis.  

Let’s look at each step for creating an effective, testable, and good research hypothesis :  

• Identify a research problem or question: Start by identifying a specific research problem.   
• Review the literature: Conduct an in-depth review of the existing literature related to the research problem to grasp the current knowledge and gaps in the field.   
• Formulate a clear and testable hypothesis : Based on the research question, use existing knowledge to form a clear and testable hypothesis . The hypothesis should state a predicted relationship between two or more variables that can be measured and manipulated. Improve the original draft till it is clear and meaningful.  
• State the null hypothesis: The null hypothesis is a statement that there is no relationship between the variables you are studying.   
• Define the population and sample: Clearly define the population you are studying and the sample you will be using for your research.  
• Select appropriate methods for testing the hypothesis: Select appropriate research methods, such as experiments, surveys, or observational studies, which will allow you to test your research hypothesis .  

Remember that creating a research hypothesis is an iterative process, i.e., you might have to revise it based on the data you collect. You may need to test and reject several hypotheses before answering the research problem.  

How to write a research hypothesis  

When you start writing a research hypothesis , you use an “if–then” statement format, which states the predicted relationship between two or more variables. Clearly identify the independent variables (the variables being changed) and the dependent variables (the variables being measured), as well as the population you are studying. Review and revise your hypothesis as needed.  

An example of a research hypothesis in this format is as follows:  

“ If [athletes] follow [cold water showers daily], then their [endurance] increases.”  

Population: athletes  

Independent variable: daily cold water showers  

Dependent variable: endurance  

You may have understood the characteristics of a good hypothesis . But note that a research hypothesis is not always confirmed; a researcher should be prepared to accept or reject the hypothesis based on the study findings.  

Research hypothesis checklist  

Following from above, here is a 10-point checklist for a good research hypothesis :  

• Testable: A research hypothesis should be able to be tested via experimentation or observation.  
• Specific: A research hypothesis should clearly state the relationship between the variables being studied.  
• Based on prior research: A research hypothesis should be based on existing knowledge and previous research in the field.  
• Falsifiable: A research hypothesis should be able to be disproven through testing.  
• Clear and concise: A research hypothesis should be stated in a clear and concise manner.  
• Logical: A research hypothesis should be logical and consistent with current understanding of the subject.  
• Relevant: A research hypothesis should be relevant to the research question and objectives.  
• Feasible: A research hypothesis should be feasible to test within the scope of the study.  
• Reflects the population: A research hypothesis should consider the population or sample being studied.  
• Uncomplicated: A good research hypothesis is written in a way that is easy for the target audience to understand.  

By following this research hypothesis checklist , you will be able to create a research hypothesis that is strong, well-constructed, and more likely to yield meaningful results.  

Types of research hypothesis  

Different types of research hypothesis are used in scientific research:  

1. Null hypothesis:

A null hypothesis states that there is no change in the dependent variable due to changes to the independent variable. This means that the results are due to chance and are not significant. A null hypothesis is denoted as H0 and is stated as the opposite of what the alternative hypothesis states.   

Example: “ The newly identified virus is not zoonotic .”  

2. Alternative hypothesis:

This states that there is a significant difference or relationship between the variables being studied. It is denoted as H1 or Ha and is usually accepted or rejected in favor of the null hypothesis.  

Example: “ The newly identified virus is zoonotic .”  

3. Directional hypothesis :

This specifies the direction of the relationship or difference between variables; therefore, it tends to use terms like increase, decrease, positive, negative, more, or less.   

Example: “ The inclusion of intervention X decreases infant mortality compared to the original treatment .”   

4. Non-directional hypothesis:

While it does not predict the exact direction or nature of the relationship between the two variables, a non-directional hypothesis states the existence of a relationship or difference between variables but not the direction, nature, or magnitude of the relationship. A non-directional hypothesis may be used when there is no underlying theory or when findings contradict previous research.  

Example, “ Cats and dogs differ in the amount of affection they express .”  

5. Simple hypothesis :

A simple hypothesis only predicts the relationship between one independent and another independent variable.  

Example: “ Applying sunscreen every day slows skin aging .”  

6 . Complex hypothesis :

A complex hypothesis states the relationship or difference between two or more independent and dependent variables.   

Example: “ Applying sunscreen every day slows skin aging, reduces sun burn, and reduces the chances of skin cancer .” (Here, the three dependent variables are slowing skin aging, reducing sun burn, and reducing the chances of skin cancer.)  

7. Associative hypothesis:  

An associative hypothesis states that a change in one variable results in the change of the other variable. The associative hypothesis defines interdependency between variables.  

Example: “ There is a positive association between physical activity levels and overall health .”  

8 . Causal hypothesis:

A causal hypothesis proposes a cause-and-effect interaction between variables.  

Example: “ Long-term alcohol use causes liver damage .”  

Note that some of the types of research hypothesis mentioned above might overlap. The types of hypothesis chosen will depend on the research question and the objective of the study.  

Research hypothesis examples  

Here are some good research hypothesis examples :  

“The use of a specific type of therapy will lead to a reduction in symptoms of depression in individuals with a history of major depressive disorder.”  

“Providing educational interventions on healthy eating habits will result in weight loss in overweight individuals.”  

“Plants that are exposed to certain types of music will grow taller than those that are not exposed to music.”  

“The use of the plant growth regulator X will lead to an increase in the number of flowers produced by plants.”  

Characteristics that make a research hypothesis weak are unclear variables, unoriginality, being too general or too vague, and being untestable. A weak hypothesis leads to weak research and improper methods.   

Some bad research hypothesis examples (and the reasons why they are “bad”) are as follows:  

“This study will show that treatment X is better than any other treatment . ” (This statement is not testable, too broad, and does not consider other treatments that may be effective.)  

“This study will prove that this type of therapy is effective for all mental disorders . ” (This statement is too broad and not testable as mental disorders are complex and different disorders may respond differently to different types of therapy.)  

“Plants can communicate with each other through telepathy . ” (This statement is not testable and lacks a scientific basis.)  

Importance of testable hypothesis  

If a research hypothesis is not testable, the results will not prove or disprove anything meaningful. The conclusions will be vague at best. A testable hypothesis helps a researcher focus on the study outcome and understand the implication of the question and the different variables involved. A testable hypothesis helps a researcher make precise predictions based on prior research.  

To be considered testable, there must be a way to prove that the hypothesis is true or false; further, the results of the hypothesis must be reproducible.  

Frequently Asked Questions (FAQs) on research hypothesis  

1. What is the difference between research question and research hypothesis ?  

A research question defines the problem and helps outline the study objective(s). It is an open-ended statement that is exploratory or probing in nature. Therefore, it does not make predictions or assumptions. It helps a researcher identify what information to collect. A research hypothesis , however, is a specific, testable prediction about the relationship between variables. Accordingly, it guides the study design and data analysis approach.

2. When to reject null hypothesis ?

A null hypothesis should be rejected when the evidence from a statistical test shows that it is unlikely to be true. This happens when the test statistic (e.g., p -value) is less than the defined significance level (e.g., 0.05). Rejecting the null hypothesis does not necessarily mean that the alternative hypothesis is true; it simply means that the evidence found is not compatible with the null hypothesis.  

3. How can I be sure my hypothesis is testable?  

A testable hypothesis should be specific and measurable, and it should state a clear relationship between variables that can be tested with data. To ensure that your hypothesis is testable, consider the following:  

• Clearly define the key variables in your hypothesis. You should be able to measure and manipulate these variables in a way that allows you to test the hypothesis.  
• The hypothesis should predict a specific outcome or relationship between variables that can be measured or quantified.   
• You should be able to collect the necessary data within the constraints of your study.  
• It should be possible for other researchers to replicate your study, using the same methods and variables.   
• Your hypothesis should be testable by using appropriate statistical analysis techniques, so you can draw conclusions, and make inferences about the population from the sample data.  
• The hypothesis should be able to be disproven or rejected through the collection of data.  

4. How do I revise my research hypothesis if my data does not support it?  

If your data does not support your research hypothesis , you will need to revise it or develop a new one. You should examine your data carefully and identify any patterns or anomalies, re-examine your research question, and/or revisit your theory to look for any alternative explanations for your results. Based on your review of the data, literature, and theories, modify your research hypothesis to better align it with the results you obtained. Use your revised hypothesis to guide your research design and data collection. It is important to remain objective throughout the process.  

5. I am performing exploratory research. Do I need to formulate a research hypothesis?  

As opposed to “confirmatory” research, where a researcher has some idea about the relationship between the variables under investigation, exploratory research (or hypothesis-generating research) looks into a completely new topic about which limited information is available. Therefore, the researcher will not have any prior hypotheses. In such cases, a researcher will need to develop a post-hoc hypothesis. A post-hoc research hypothesis is generated after these results are known.  

6. How is a research hypothesis different from a research question?

A research question is an inquiry about a specific topic or phenomenon, typically expressed as a question. It seeks to explore and understand a particular aspect of the research subject. In contrast, a research hypothesis is a specific statement or prediction that suggests an expected relationship between variables. It is formulated based on existing knowledge or theories and guides the research design and data analysis.

7. Can a research hypothesis change during the research process?

Yes, research hypotheses can change during the research process. As researchers collect and analyze data, new insights and information may emerge that require modification or refinement of the initial hypotheses. This can be due to unexpected findings, limitations in the original hypotheses, or the need to explore additional dimensions of the research topic. Flexibility is crucial in research, allowing for adaptation and adjustment of hypotheses to align with the evolving understanding of the subject matter.

8. How many hypotheses should be included in a research study?

The number of research hypotheses in a research study varies depending on the nature and scope of the research. It is not necessary to have multiple hypotheses in every study. Some studies may have only one primary hypothesis, while others may have several related hypotheses. The number of hypotheses should be determined based on the research objectives, research questions, and the complexity of the research topic. It is important to ensure that the hypotheses are focused, testable, and directly related to the research aims.

9. Can research hypotheses be used in qualitative research?

Yes, research hypotheses can be used in qualitative research, although they are more commonly associated with quantitative research. In qualitative research, hypotheses may be formulated as tentative or exploratory statements that guide the investigation. Instead of testing hypotheses through statistical analysis, qualitative researchers may use the hypotheses to guide data collection and analysis, seeking to uncover patterns, themes, or relationships within the qualitative data. The emphasis in qualitative research is often on generating insights and understanding rather than confirming or rejecting specific research hypotheses through statistical testing.

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• How to Write a Strong Hypothesis | Guide & Examples

How to Write a Strong Hypothesis | Guide & Examples

Published on 6 May 2022 by Shona McCombes .

A hypothesis is a statement that can be tested by scientific research. If you want to test a relationship between two or more variables, you need to write hypotheses before you start your experiment or data collection.

Table of contents

What is a hypothesis, developing a hypothesis (with example), hypothesis examples, frequently asked questions about writing hypotheses.

A hypothesis states your predictions about what your research will find. It is a tentative answer to your research question that has not yet been tested. For some research projects, you might have to write several hypotheses that address different aspects of your research question.

A hypothesis is not just a guess – it should be based on existing theories and knowledge. It also has to be testable, which means you can support or refute it through scientific research methods (such as experiments, observations, and statistical analysis of data).

Variables in hypotheses

Hypotheses propose a relationship between two or more variables . An independent variable is something the researcher changes or controls. A dependent variable is something the researcher observes and measures.

In this example, the independent variable is exposure to the sun – the assumed cause . The dependent variable is the level of happiness – the assumed effect .

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Step 1: ask a question.

Writing a hypothesis begins with a research question that you want to answer. The question should be focused, specific, and researchable within the constraints of your project.

Step 2: Do some preliminary research

Your initial answer to the question should be based on what is already known about the topic. Look for theories and previous studies to help you form educated assumptions about what your research will find.

At this stage, you might construct a conceptual framework to identify which variables you will study and what you think the relationships are between them. Sometimes, you’ll have to operationalise more complex constructs.

Step 3: Formulate your hypothesis

Now you should have some idea of what you expect to find. Write your initial answer to the question in a clear, concise sentence.

Step 4: Refine your hypothesis

You need to make sure your hypothesis is specific and testable. There are various ways of phrasing a hypothesis, but all the terms you use should have clear definitions, and the hypothesis should contain:

• The relevant variables
• The specific group being studied
• The predicted outcome of the experiment or analysis

Step 5: Phrase your hypothesis in three ways

To identify the variables, you can write a simple prediction in if … then form. The first part of the sentence states the independent variable and the second part states the dependent variable.

In academic research, hypotheses are more commonly phrased in terms of correlations or effects, where you directly state the predicted relationship between variables.

If you are comparing two groups, the hypothesis can state what difference you expect to find between them.

Step 6. Write a null hypothesis

If your research involves statistical hypothesis testing , you will also have to write a null hypothesis. The null hypothesis is the default position that there is no association between the variables. The null hypothesis is written as H 0 , while the alternative hypothesis is H 1 or H a .

Hypothesis testing is a formal procedure for investigating our ideas about the world using statistics. It is used by scientists to test specific predictions, called hypotheses , by calculating how likely it is that a pattern or relationship between variables could have arisen by chance.

A hypothesis is not just a guess. It should be based on existing theories and knowledge. It also has to be testable, which means you can support or refute it through scientific research methods (such as experiments, observations, and statistical analysis of data).

A research hypothesis is your proposed answer to your research question. The research hypothesis usually includes an explanation (‘ x affects y because …’).

A statistical hypothesis, on the other hand, is a mathematical statement about a population parameter. Statistical hypotheses always come in pairs: the null and alternative hypotheses. In a well-designed study , the statistical hypotheses correspond logically to the research hypothesis.

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“A fact is a simple statement that everyone believes. It is innocent, unless found guilty. A hypothesis is a novel suggestion that no one wants to believe. It is guilty until found effective.”

– Edward Teller, Nuclear Physicist

During my first brainstorming meeting on my first project at McKinsey, this very serious partner, who had a PhD in Physics, looked at me and said, “So, Joe, what are your main hypotheses.” I looked back at him, perplexed, and said, “Ummm, my what?” I was used to people simply asking, “what are your best ideas, opinions, thoughts, etc.” Over time, I began to understand the importance of hypotheses and how it plays an important role in McKinsey’s problem solving of separating ideas and opinions from facts.

What is a Hypothesis?

“Hypothesis” is probably one of the top 5 words used by McKinsey consultants. And, being hypothesis-driven was required to have any success at McKinsey. A hypothesis is an idea or theory, often based on limited data, which is typically the beginning of a thread of further investigation to prove, disprove or improve the hypothesis through facts and empirical data.

The first step in being hypothesis-driven is to focus on the highest potential ideas and theories of how to solve a problem or realize an opportunity.

Let’s go over an example of being hypothesis-driven.

Let’s say you own a website, and you brainstorm ten ideas to improve web traffic, but you don’t have the budget to execute all ten ideas. The first step in being hypothesis-driven is to prioritize the ten ideas based on how much impact you hypothesize they will create.

The second step in being hypothesis-driven is to apply the scientific method to your hypotheses by creating the fact base to prove or disprove your hypothesis, which then allows you to turn your hypothesis into fact and knowledge. Running with our example, you could prove or disprove your hypothesis on the ideas you think will drive the most impact by executing:

1. An analysis of previous research and the performance of the different ideas 2. A survey where customers rank order the ideas 3. An actual test of the ten ideas to create a fact base on click-through rates and cost

While there are many other ways to validate the hypothesis on your prioritization , I find most people do not take this critical step in validating a hypothesis. Instead, they apply bad logic to many important decisions . An idea pops into their head, and then somehow it just becomes a fact.

One of my favorite lousy logic moments was a CEO who stated,

“I’ve never heard our customers talk about price, so the price doesn’t matter with our products , and I’ve decided we’re going to raise prices.”

Luckily, his management team was able to do a survey to dig deeper into the hypothesis that customers weren’t price-sensitive. Well, of course, they were and through the survey, they built a fantastic fact base that proved and disproved many other important hypotheses.

Why is being hypothesis-driven so important?

Imagine if medicine never actually used the scientific method. We would probably still be living in a world of lobotomies and bleeding people. Many organizations are still stuck in the dark ages, having built a house of cards on opinions disguised as facts, because they don’t prove or disprove their hypotheses. Decisions made on top of decisions, made on top of opinions, steer organizations clear of reality and the facts necessary to objectively evolve their strategic understanding and knowledge. I’ve seen too many leadership teams led solely by gut and opinion. The problem with intuition and gut is if you don’t ever prove or disprove if your gut is right or wrong, you’re never going to improve your intuition. There is a reason why being hypothesis-driven is the cornerstone of problem solving at McKinsey and every other top strategy consulting firm.

How do you become hypothesis-driven?

Most people are idea-driven, and constantly have hypotheses on how the world works and what they or their organization should do to improve. Though, there is often a fatal flaw in that many people turn their hypotheses into false facts, without actually finding or creating the facts to prove or disprove their hypotheses. These people aren’t hypothesis-driven; they are gut-driven.

The conversation typically goes something like “doing this discount promotion will increase our profits” or “our customers need to have this feature” or “morale is in the toilet because we don’t pay well, so we need to increase pay.” These should all be hypotheses that need the appropriate fact base, but instead, they become false facts, often leading to unintended results and consequences. In each of these cases, to become hypothesis-driven necessitates a different framing.

• Instead of “doing this discount promotion will increase our profits,” a hypothesis-driven approach is to ask “what are the best marketing ideas to increase our profits?” and then conduct a marketing experiment to see which ideas increase profits the most.

• Instead of “our customers need to have this feature,” ask the question, “what features would our customers value most?” And, then conduct a simple survey having customers rank order the features based on value to them.

• Instead of “morale is in the toilet because we don’t pay well, so we need to increase pay,” conduct a survey asking, “what is the level of morale?” what are potential issues affecting morale?” and what are the best ideas to improve morale?”

Beyond, watching out for just following your gut, here are some of the other best practices in being hypothesis-driven:

Listen to Your Intuition

Your mind has taken the collision of your experiences and everything you’ve learned over the years to create your intuition, which are those ideas that pop into your head and those hunches that come from your gut. Your intuition is your wellspring of hypotheses. So listen to your intuition, build hypotheses from it, and then prove or disprove those hypotheses, which will, in turn, improve your intuition. Intuition without feedback will over time typically evolve into poor intuition, which leads to poor judgment, thinking, and decisions.

Constantly Be Curious

I’m always curious about cause and effect. At Sports Authority, I had a hypothesis that customers that received service and assistance as they shopped, were worth more than customers who didn’t receive assistance from an associate. We figured out how to prove or disprove this hypothesis by tying surveys to transactional data of customers, and we found the hypothesis was true, which led us to a broad initiative around improving service. The key is you have to be always curious about what you think does or will drive value, create hypotheses and then prove or disprove those hypotheses.

Validate Hypotheses

You need to validate and prove or disprove hypotheses. Don’t just chalk up an idea as fact. In most cases, you’re going to have to create a fact base utilizing logic, observation, testing (see the section on Experimentation ), surveys, and analysis.

Be a Learning Organization

The foundation of learning organizations is the testing of and learning from hypotheses. I remember my first strategy internship at Mercer Management Consulting when I spent a good part of the summer combing through the results, findings, and insights of thousands of experiments that a banking client had conducted. It was fascinating to see the vastness and depth of their collective knowledge base. And, in today’s world of knowledge portals, it is so easy to disseminate, learn from, and build upon the knowledge created by companies.

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• Product Management

How to Generate and Validate Product Hypotheses

What is a product hypothesis.

A hypothesis is a testable statement that predicts the relationship between two or more variables. In product development, we generate hypotheses to validate assumptions about customer behavior, market needs, or the potential impact of product changes. These experimental efforts help us refine the user experience and get closer to finding a product-market fit.

Product hypotheses are a key element of data-driven product development and decision-making. Testing them enables us to solve problems more efficiently and remove our own biases from the solutions we put forward.

Here’s an example: ‘If we improve the page load speed on our website (variable 1), then we will increase the number of signups by 15% (variable 2).’ So if we improve the page load speed, and the number of signups increases, then our hypothesis has been proven. If the number did not increase significantly (or not at all), then our hypothesis has been disproven.

In general, product managers are constantly creating and testing hypotheses. But in the context of new product development , hypothesis generation/testing occurs during the validation stage, right after idea screening .

Now before we go any further, let’s get one thing straight: What’s the difference between an idea and a hypothesis?

Idea vs hypothesis

Innovation expert Michael Schrage makes this distinction between hypotheses and ideas – unlike an idea, a hypothesis comes with built-in accountability. “But what’s the accountability for a good idea?” Schrage asks. “The fact that a lot of people think it’s a good idea? That’s a popularity contest.” So, not only should a hypothesis be tested, but by its very nature, it can be tested.

At Railsware, we’ve built our product development services on the careful selection, prioritization, and validation of ideas. Here’s how we distinguish between ideas and hypotheses:

Idea: A creative suggestion about how we might exploit a gap in the market, add value to an existing product, or bring attention to our product. Crucially, an idea is just a thought. It can form the basis of a hypothesis but it is not necessarily expected to be proven or disproven.

• We should get an interview with the CEO of our company published on TechCrunch.
• Why don’t we redesign our website?
• The Coupler.io team should create video tutorials on how to export data from different apps, and publish them on YouTube.
• Why not add a new ‘email templates’ feature to our Mailtrap product?

Hypothesis: A way of framing an idea or assumption so that it is testable, specific, and aligns with our wider product/team/organizational goals.

Examples: 

• If we add a new ‘email templates’ feature to Mailtrap, we’ll see an increase in active usage of our email-sending API.
• Creating relevant video tutorials and uploading them to YouTube will lead to an increase in Coupler.io signups.
• If we publish an interview with our CEO on TechCrunch, 500 people will visit our website and 10 of them will install our product.

Now, it’s worth mentioning that not all hypotheses require testing . Sometimes, the process of creating hypotheses is just an exercise in critical thinking. And the simple act of analyzing your statement tells whether you should run an experiment or not. Remember: testing isn’t mandatory, but your hypotheses should always be inherently testable.

Let’s consider the TechCrunch article example again. In that hypothesis, we expect 500 readers to visit our product website, and a 2% conversion rate of those unique visitors to product users i.e. 10 people. But is that marginal increase worth all the effort? Conducting an interview with our CEO, creating the content, and collaborating with the TechCrunch content team – all of these tasks take time (and money) to execute. And by formulating that hypothesis, we can clearly see that in this case, the drawbacks (efforts) outweigh the benefits. So, no need to test it.

In a similar vein, a hypothesis statement can be a tool to prioritize your activities based on impact. We typically use the following criteria:

• The quality of impact
• The size of the impact
• The probability of impact

This lets us organize our efforts according to their potential outcomes – not the coolness of the idea, its popularity among the team, etc.

Now that we’ve established what a product hypothesis is, let’s discuss how to create one.

Start with a problem statement

Before you jump into product hypothesis generation, we highly recommend formulating a problem statement. This is a short, concise description of the issue you are trying to solve. It helps teams stay on track as they formalize the hypothesis and design the product experiments. It can also be shared with stakeholders to ensure that everyone is on the same page.

The statement can be worded however you like, as long as it’s actionable, specific, and based on data-driven insights or research. It should clearly outline the problem or opportunity you want to address.

Here’s an example: Our bounce rate is high (more than 90%) and we are struggling to convert website visitors into actual users. How might we improve site performance to boost our conversion rate?

How to generate product hypotheses

Now let’s explore some common, everyday scenarios that lead to product hypothesis generation. For our teams here at Railsware, it’s when:

• There’s a problem with an unclear root cause e.g. a sudden drop in one part of the onboarding funnel. We identify these issues by checking our product metrics or reviewing customer complaints.
• We are running ideation sessions on how to reach our goals (increase MRR, increase the number of users invited to an account, etc.)
• We are exploring growth opportunities e.g. changing a pricing plan, making product improvements , breaking into a new market.
• We receive customer feedback. For example, some users have complained about difficulties setting up a workspace within the product. So, we build a hypothesis on how to help them with the setup.

BRIDGES framework for ideation

When we are tackling a complex problem or looking for ways to grow the product, our teams use BRIDGeS – a robust decision-making and ideation framework. BRIDGeS makes our product discovery sessions more efficient. It lets us dive deep into the context of our problem so that we can develop targeted solutions worthy of testing.

Between 2-8 stakeholders take part in a BRIDGeS session. The ideation sessions are usually led by a product manager and can include other subject matter experts such as developers, designers, data analysts, or marketing specialists. You can use a virtual whiteboard such as Figjam or Miro (see our Figma template ) to record each colored note.

In the first half of a BRIDGeS session, participants examine the Benefits, Risks, Issues, and Goals of their subject in the ‘Problem Space.’ A subject is anything that is being described or dealt with; for instance, Coupler.io’s growth opportunities. Benefits are the value that a future solution can bring, Risks are potential issues they might face, Issues are their existing problems, and Goals are what the subject hopes to gain from the future solution. Each descriptor should have a designated color.

After we have broken down the problem using each of these descriptors, we move into the Solution Space. This is where we develop solution variations based on all of the benefits/risks/issues identified in the Problem Space (see the Uber case study for an in-depth example).

In the Solution Space, we start prioritizing those solutions and deciding which ones are worthy of further exploration outside of the framework – via product hypothesis formulation and testing, for example. At the very least, after the session, we will have a list of epics and nested tasks ready to add to our product roadmap.

How to write a product hypothesis statement

Across organizations, product hypothesis statements might vary in their subject, tone, and precise wording. But some elements never change. As we mentioned earlier, a hypothesis statement must always have two or more variables and a connecting factor.

1. Identify variables

Since these components form the bulk of a hypothesis statement, let’s start with a brief definition.

First of all, variables in a hypothesis statement can be split into two camps: dependent and independent. Without getting too theoretical, we can describe the independent variable as the cause, and the dependent variable as the effect . So in the Mailtrap example we mentioned earlier, the ‘add email templates feature’ is the cause i.e. the element we want to manipulate. Meanwhile, ‘increased usage of email sending API’ is the effect i.e the element we will observe.

Independent variables can be any change you plan to make to your product. For example, tweaking some landing page copy, adding a chatbot to the homepage, or enhancing the search bar filter functionality.

Dependent variables are usually metrics. Here are a few that we often test in product development:

• Number of sign-ups
• Number of purchases
• Activation rate (activation signals differ from product to product)
• Number of specific plans purchased
• Feature usage (API activation, for example)
• Number of active users

Bear in mind that your concept or desired change can be measured with different metrics. Make sure that your variables are well-defined, and be deliberate in how you measure your concepts so that there’s no room for misinterpretation or ambiguity.

For example, in the hypothesis ‘Users drop off because they find it hard to set up a project’ variables are poorly defined. Phrases like ‘drop off’ and ‘hard to set up’ are too vague. A much better way of saying it would be: If project automation rules are pre-defined (email sequence to responsible, scheduled tickets creation), we’ll see a decrease in churn. In this example, it’s clear which dependent variable has been chosen and why.

And remember, when product managers focus on delighting users and building something of value, it’s easier to market and monetize it. That’s why at Railsware, our product hypotheses often focus on how to increase the usage of a feature or product. If users love our product(s) and know how to leverage its benefits, we can spend less time worrying about how to improve conversion rates or actively grow our revenue, and more time enhancing the user experience and nurturing our audience.

2. Make the connection

The relationship between variables should be clear and logical. If it’s not, then it doesn’t matter how well-chosen your variables are – your test results won’t be reliable.

To demonstrate this point, let’s explore a previous example again: page load speed and signups.

Through prior research, you might already know that conversion rates are 3x higher for sites that load in 1 second compared to sites that take 5 seconds to load. Since there appears to be a strong connection between load speed and signups in general, you might want to see if this is also true for your product.

Here are some common pitfalls to avoid when defining the relationship between two or more variables:

Relationship is weak. Let’s say you hypothesize that an increase in website traffic will lead to an increase in sign-ups. This is a weak connection since website visitors aren’t necessarily motivated to use your product; there are more steps involved. A better example is ‘If we change the CTA on the pricing page, then the number of signups will increase.’ This connection is much stronger and more direct.

Relationship is far-fetched. This often happens when one of the variables is founded on a vanity metric. For example, increasing the number of social media subscribers will lead to an increase in sign-ups. However, there’s no particular reason why a social media follower would be interested in using your product. Oftentimes, it’s simply your social media content that appeals to them (and your audience isn’t interested in a product).

Variables are co-dependent. Variables should always be isolated from one another. Let’s say we removed the option “Register with Google” from our app. In this case, we can expect fewer users with Google workspace accounts to register. Obviously, it’s because there’s a direct dependency between variables (no registration with Google→no users with Google workspace accounts).

3. Set validation criteria

First, build some confirmation criteria into your statement . Think in terms of percentages (e.g. increase/decrease by 5%) and choose a relevant product metric to track e.g. activation rate if your hypothesis relates to onboarding. Consider that you don’t always have to hit the bullseye for your hypothesis to be considered valid. Perhaps a 3% increase is just as acceptable as a 5% one. And it still proves that a connection between your variables exists.

Secondly, you should also make sure that your hypothesis statement is realistic . Let’s say you have a hypothesis that ‘If we show users a banner with our new feature, then feature usage will increase by 10%.’ A few questions to ask yourself are: Is 10% a reasonable increase, based on your current feature usage data? Do you have the resources to create the tests (experimenting with multiple variations, distributing on different channels: in-app, emails, blog posts)?

Null hypothesis and alternative hypothesis

In statistical research, there are two ways of stating a hypothesis: null or alternative. But this scientific method has its place in hypothesis-driven development too…

Alternative hypothesis: A statement that you intend to prove as being true by running an experiment and analyzing the results. Hint: it’s the same as the other hypothesis examples we’ve described so far.

Example: If we change the landing page copy, then the number of signups will increase.

Null hypothesis: A statement you want to disprove by running an experiment and analyzing the results. It predicts that your new feature or change to the user experience will not have the desired effect.

Example: The number of signups will not increase if we make a change to the landing page copy.

What’s the point? Well, let’s consider the phrase ‘innocent until proven guilty’ as a version of a null hypothesis. We don’t assume that there is any relationship between the ‘defendant’ and the ‘crime’ until we have proof. So, we run a test, gather data, and analyze our findings — which gives us enough proof to reject the null hypothesis and validate the alternative. All of this helps us to have more confidence in our results.

Now that you have generated your hypotheses, and created statements, it’s time to prepare your list for testing.

Prioritizing hypotheses for testing

Not all hypotheses are created equal. Some will be essential to your immediate goal of growing the product e.g. adding a new data destination for Coupler.io. Others will be based on nice-to-haves or small fixes e.g. updating graphics on the website homepage.

Prioritization helps us focus on the most impactful solutions as we are building a product roadmap or narrowing down the backlog . To determine which hypotheses are the most critical, we use the MoSCoW framework. It allows us to assign a level of urgency and importance to each product hypothesis so we can filter the best 3-5 for testing.

MoSCoW is an acronym for Must-have, Should-have, Could-have, and Won’t-have. Here’s a breakdown:

• Must-have – hypotheses that must be tested, because they are strongly linked to our immediate project goals.
• Should-have – hypotheses that are closely related to our immediate project goals, but aren’t the top priority.
• Could-have – hypotheses of nice-to-haves that can wait until later for testing. 
• Won’t-have – low-priority hypotheses that we may or may not test later on when we have more time.

How to test product hypotheses

Once you have selected a hypothesis, it’s time to test it. This will involve running one or more product experiments in order to check the validity of your claim.

The tricky part is deciding what type of experiment to run, and how many. Ultimately, this all depends on the subject of your hypothesis – whether it’s a simple copy change or a whole new feature. For instance, it’s not necessary to create a clickable prototype for a landing page redesign. In that case, a user-wide update would do.

On that note, here are some of the approaches we take to hypothesis testing at Railsware:

A/B testing

A/B or split testing involves creating two or more different versions of a webpage/feature/functionality and collecting information about how users respond to them.

Let’s say you wanted to validate a hypothesis about the placement of a search bar on your application homepage. You could design an A/B test that shows two different versions of that search bar’s placement to your users (who have been split equally into two camps: a control group and a variant group). Then, you would choose the best option based on user data. A/B tests are suitable for testing responses to user experience changes, especially if you have more than one solution to test.

Prototyping

When it comes to testing a new product design, prototyping is the method of choice for many Lean startups and organizations. It’s a cost-effective way of collecting feedback from users, fast, and it’s possible to create prototypes of individual features too. You may take this approach to hypothesis testing if you are working on rolling out a significant new change e.g adding a brand-new feature, redesigning some aspect of the user flow, etc. To control costs at this point in the new product development process , choose the right tools — think Figma for clickable walkthroughs or no-code platforms like Bubble.

Deliveroo feature prototype example

Let’s look at how feature prototyping worked for the food delivery app, Deliveroo, when their product team wanted to ‘explore personalized recommendations, better filtering and improved search’ in 2018. To begin, they created a prototype of the customer discovery feature using web design application, Framer.

One of the most important aspects of this feature prototype was that it contained live data — real restaurants, real locations. For test users, this made the hypothetical feature feel more authentic. They were seeing listings and recommendations for real restaurants in their area, which helped immerse them in the user experience, and generate more honest and specific feedback. Deliveroo was then able to implement this feedback in subsequent iterations.

Asking your users

Interviewing customers is an excellent way to validate product hypotheses. It’s a form of qualitative testing that, in our experience, produces better insights than user surveys or general user research. Sessions are typically run by product managers and involve asking  in-depth interview questions  to one customer at a time. They can be conducted in person or online (through a virtual call center , for instance) and last anywhere between 30 minutes to 1 hour.

Although CustDev interviews may require more effort to execute than other tests (the process of finding participants, devising questions, organizing interviews, and honing interview skills can be time-consuming), it’s still a highly rewarding approach. You can quickly validate assumptions by asking customers about their pain points, concerns, habits, processes they follow, and analyzing how your solution fits into all of that.

Wizard of Oz

The Wizard of Oz approach is suitable for gauging user interest in new features or functionalities. It’s done by creating a prototype of a fake or future feature and monitoring how your customers or test users interact with it.

For example, you might have a hypothesis that your number of active users will increase by 15% if you introduce a new feature. So, you design a new bare-bones page or simple button that invites users to access it. But when they click on the button, a pop-up appears with a message such as ‘coming soon.’

By measuring the frequency of those clicks, you could learn a lot about the demand for this new feature/functionality. However, while these tests can deliver fast results, they carry the risk of backfiring. Some customers may find fake features misleading, making them less likely to engage with your product in the future.

User-wide updates

One of the speediest ways to test your hypothesis is by rolling out an update for all users. It can take less time and effort to set up than other tests (depending on how big of an update it is). But due to the risk involved, you should stick to only performing these kinds of tests on small-scale hypotheses. Our teams only take this approach when we are almost certain that our hypothesis is valid.

For example, we once had an assumption that the name of one of Mailtrap ’s entities was the root cause of a low activation rate. Being an active Mailtrap customer meant that you were regularly sending test emails to a place called ‘Demo Inbox.’ We hypothesized that the name was confusing (the word ‘demo’ implied it was not the main inbox) and this was preventing new users from engaging with their accounts. So, we updated the page, changed the name to ‘My Inbox’ and added some ‘to-do’ steps for new users. We saw an increase in our activation rate almost immediately, validating our hypothesis.

Feature flags

Creating feature flags involves only releasing a new feature to a particular subset or small percentage of users. These features come with a built-in kill switch; a piece of code that can be executed or skipped, depending on who’s interacting with your product.

Since you are only showing this new feature to a selected group, feature flags are an especially low-risk method of testing your product hypothesis (compared to Wizard of Oz, for example, where you have much less control). However, they are also a little bit more complex to execute than the others — you will need to have an actual coded product for starters, as well as some technical knowledge, in order to add the modifiers ( only when… ) to your new coded feature.

Let’s revisit the landing page copy example again, this time in the context of testing.

So, for the hypothesis ‘If we change the landing page copy, then the number of signups will increase,’ there are several options for experimentation. We could share the copy with a small sample of our users, or even release a user-wide update. But A/B testing is probably the best fit for this task. Depending on our budget and goal, we could test several different pieces of copy, such as:

• The current landing page copy
• Copy that we paid a marketing agency 10 grand for
• Generic copy we wrote ourselves, or removing most of the original copy – just to see how making even a small change might affect our numbers.

Remember, every hypothesis test must have a reasonable endpoint. The exact length of the test will depend on the type of feature/functionality you are testing, the size of your user base, and how much data you need to gather. Just make sure that the experiment running time matches the hypothesis scope. For instance, there is no need to spend 8 weeks experimenting with a piece of landing page copy. That timeline is more appropriate for say, a Wizard of Oz feature.

Recording hypotheses statements and test results

Finally, it’s time to talk about where you will write down and keep track of your hypotheses. Creating a single source of truth will enable you to track all aspects of hypothesis generation and testing with ease.

At Railsware, our product managers create a document for each individual hypothesis, using tools such as Coda or Google Sheets. In that document, we record the hypothesis statement, as well as our plans, process, results, screenshots, product metrics, and assumptions.

We share this document with our team and stakeholders, to ensure transparency and invite feedback. It’s also a resource we can refer back to when we are discussing a new hypothesis — a place where we can quickly access information relating to a previous test.

Understanding test results and taking action

The other half of validating product hypotheses involves evaluating data and drawing reasonable conclusions based on what you find. We do so by analyzing our chosen product metric(s) and deciding whether there is enough data available to make a solid decision. If not, we may extend the test’s duration or run another one. Otherwise, we move forward. An experimental feature becomes a real feature, a chatbot gets implemented on the customer support page, and so on.

Something to keep in mind: the integrity of your data is tied to how well the test was executed, so here are a few points to consider when you are testing and analyzing results:

Gather and analyze data carefully. Ensure that your data is clean and up-to-date when running quantitative tests and tracking responses via analytics dashboards. If you are doing customer interviews, make sure to record the meetings (with consent) so that your notes will be as accurate as possible.

Conduct the right amount of product experiments. It can take more than one test to determine whether your hypothesis is valid or invalid. However, don’t waste too much time experimenting in the hopes of getting the result you want. Know when to accept the evidence and move on.

Choose the right audience segment. Don’t cast your net too wide. Be specific about who you want to collect data from prior to running the test. Otherwise, your test results will be misleading and you won’t learn anything new.

Watch out for bias. Avoid confirmation bias at all costs. Don’t make the mistake of including irrelevant data just because it bolsters your results. For example, if you are gathering data about how users are interacting with your product Monday-Friday, don’t include weekend data just because doing so would alter the data and ‘validate’ your hypothesis.

• Not all failed hypotheses should be treated as losses. Even if you didn’t get the outcome you were hoping for, you may still have improved your product. Let’s say you implemented SSO authentication for premium users, but unfortunately, your free users didn’t end up switching to premium plans. In this case, you still added value to the product by streamlining the login process for paying users.
• Yes, taking a hypothesis-driven approach to product development is important. But remember, you don’t have to test everything . Use common sense first. For example, if your website copy is confusing and doesn’t portray the value of the product, then you should still strive to replace it with better copy – regardless of how this affects your numbers in the short term.

Wrapping Up

The process of generating and validating product hypotheses is actually pretty straightforward once you’ve got the hang of it. All you need is a valid question or problem, a testable statement, and a method of validation. Sure, hypothesis-driven development requires more of a time commitment than just ‘giving it a go.’ But ultimately, it will help you tune the product to the wants and needs of your customers.

If you share our data-driven approach to product development and engineering, check out our services page to learn more about how we work with our clients!

Learn How To Write A Hypothesis For Your Next Research Project!

Undoubtedly, research plays a crucial role in substantiating or refuting our assumptions. These assumptions act as potential answers to our questions. Such assumptions, also known as hypotheses, are considered key aspects of research. In this blog, we delve into the significance of hypotheses. And provide insights on how to write them effectively. So, let’s dive in and explore the art of writing hypotheses together.

Table of Contents

What is a Hypothesis?

A hypothesis is a crucial starting point in scientific research. It is an educated guess about the relationship between two or more variables. In other words, a hypothesis acts as a foundation for a researcher to build their study.

Here are some examples of well-crafted hypotheses:

• Increased exposure to natural sunlight improves sleep quality in adults.

A positive relationship between natural sunlight exposure and sleep quality in adult individuals.

• Playing puzzle games on a regular basis enhances problem-solving abilities in children.

Engaging in frequent puzzle gameplay leads to improved problem-solving skills in children.

• Students and improved learning hecks.

S tudents using online  paper writing service  platforms (as a learning tool for receiving personalized feedback and guidance) will demonstrate improved writing skills. (compared to those who do not utilize such platforms).

• The use of APA format in research papers. 

Using the  APA format  helps students stay organized when writing research papers. Organized students can focus better on their topics and, as a result, produce better quality work.

The Building Blocks of a Hypothesis

To better understand the concept of a hypothesis, let’s break it down into its basic components:

• Variables . A hypothesis involves at least two variables. An independent variable and a dependent variable. The independent variable is the one being changed or manipulated, while the dependent variable is the one being measured or observed.
• Relationship : A hypothesis proposes a relationship or connection between the variables. This could be a cause-and-effect relationship or a correlation between them.
• Testability : A hypothesis should be testable and falsifiable, meaning it can be proven right or wrong through experimentation or observation.

Types of Hypotheses

When learning how to write a hypothesis, it’s essential to understand its main types. These include; alternative hypotheses and null hypotheses. In the following section, we explore both types of hypotheses with examples. 

Alternative Hypothesis (H1)

This kind of hypothesis suggests a relationship or effect between the variables. It is the main focus of the study. The researcher wants to either prove or disprove it. Many research divides this hypothesis into two subsections: 

• Directional 

This type of H1 predicts a specific outcome. Many researchers use this hypothesis to explore the relationship between variables rather than the groups. 

• Non-directional

You can take a guess from the name. This type of H1 does not provide a specific prediction for the research outcome. 

Here are some examples for your better understanding of how to write a hypothesis.

• Consuming caffeine improves cognitive performance.  (This hypothesis predicts that there is a positive relationship between caffeine consumption and cognitive performance.)
• Aerobic exercise leads to reduced blood pressure.  (This hypothesis suggests that engaging in aerobic exercise results in lower blood pressure readings.)
• Exposure to nature reduces stress levels among employees.  (Here, the hypothesis proposes that employees exposed to natural environments will experience decreased stress levels.)
• Listening to classical music while studying increases memory retention.  (This hypothesis speculates that studying with classical music playing in the background boosts students’ ability to retain information.)
• Early literacy intervention improves reading skills in children.  (This hypothesis claims that providing early literacy assistance to children results in enhanced reading abilities.)
• Time management in nursing students. ( Students who use a  nursing research paper writing service  have more time to focus on their studies and can achieve better grades in other subjects. )

Null Hypothesis (H0)

A null hypothesis assumes no relationship or effect between the variables. If the alternative hypothesis is proven to be false, the null hypothesis is considered to be true. Usually a null hypothesis shows no direct correlation between the defined variables. 

Here are some of the examples

• The consumption of herbal tea has no effect on sleep quality.  (This hypothesis assumes that herbal tea consumption does not impact the quality of sleep.)
• The number of hours spent playing video games is unrelated to academic performance.  (Here, the null hypothesis suggests that no relationship exists between video gameplay duration and academic achievement.)
• Implementing flexible work schedules has no influence on employee job satisfaction.  (This hypothesis contends that providing flexible schedules does not affect how satisfied employees are with their jobs.)
• Writing ability of a 7th grader is not affected by reading editorial example. ( There is no relationship between reading an  editorial example  and improving a 7th grader’s writing abilities.) 
• The type of lighting in a room does not affect people’s mood.  (In this null hypothesis, there is no connection between the kind of lighting in a room and the mood of those present.)
• The use of social media during break time does not impact productivity at work.  (This hypothesis proposes that social media usage during breaks has no effect on work productivity.)

As you learn how to write a hypothesis, remember that aiming for clarity, testability, and relevance to your research question is vital. By mastering this skill, you’re well on your way to conducting impactful scientific research. Good luck!

Importance of a Hypothesis in Research

A well-structured hypothesis is a vital part of any research project for several reasons:

• It provides clear direction for the study by setting its focus and purpose.
• It outlines expectations of the research, making it easier to measure results.
• It helps identify any potential limitations in the study, allowing researchers to refine their approach.

In conclusion, a hypothesis plays a fundamental role in the research process. By understanding its concept and constructing a well-thought-out hypothesis, researchers lay the groundwork for a successful, scientifically sound investigation.

How to Write a Hypothesis?

Here are five steps that you can follow to write an effective hypothesis. 

Step 1: Identify Your Research Question

The first step in learning how to compose a hypothesis is to clearly define your research question. This question is the central focus of your study and will help you determine the direction of your hypothesis.

Step 2: Determine the Variables

When exploring how to write a hypothesis, it’s crucial to identify the variables involved in your study. You’ll need at least two variables:

• Independent variable : The factor you manipulate or change in your experiment.
• Dependent variable : The outcome or result you observe or measure, which is influenced by the independent variable.

Step 3: Build the Hypothetical Relationship

In understanding how to compose a hypothesis, constructing the relationship between the variables is key. Based on your research question and variables, predict the expected outcome or connection. This prediction should be specific, testable, and, if possible, expressed in the “If…then” format.

Step 4: Write the Null Hypothesis

When mastering how to write a hypothesis, it’s important to create a null hypothesis as well. The null hypothesis assumes no relationship or effect between the variables, acting as a counterpoint to your primary hypothesis.

Step 5: Review Your Hypothesis

Finally, when learning how to compose a hypothesis, it’s essential to review your hypothesis for clarity, testability, and relevance to your research question. Make any necessary adjustments to ensure it provides a solid basis for your study.

In conclusion, understanding how to write a hypothesis is crucial for conducting successful scientific research. By focusing on your research question and carefully building relationships between variables, you will lay a strong foundation for advancing research and knowledge in your field.

Hypothesis vs. Prediction: What’s the Difference?

Understanding the differences between a hypothesis and a prediction is crucial in scientific research. Often, these terms are used interchangeably, but they have distinct meanings and functions. This segment aims to clarify these differences and explain how to compose a hypothesis correctly, helping you improve the quality of your research projects.

Hypothesis: The Foundation of Your Research

A hypothesis is an educated guess about the relationship between two or more variables. It provides the basis for your research question and is a starting point for an experiment or observational study.

The critical elements for a hypothesis include:

• Specificity: A clear and concise statement that describes the relationship between variables.
• Testability: The ability to test the hypothesis through experimentation or observation.

To learn how to write a hypothesis, it’s essential to identify your research question first and then predict the relationship between the variables.

Prediction: The Expected Outcome

A prediction is a statement about a specific outcome you expect to see in your experiment or observational study. It’s derived from the hypothesis and provides a measurable way to test the relationship between variables.

Here’s an example of how to write a hypothesis and a related prediction:

• Hypothesis: Consuming a high-sugar diet leads to weight gain.
• Prediction: People who consume a high-sugar diet for six weeks will gain more weight than those who maintain a low-sugar diet during the same period.

Key Differences Between a Hypothesis and a Prediction

While a hypothesis and prediction are both essential components of scientific research, there are some key differences to keep in mind:

• A hypothesis is an educated guess that suggests a relationship between variables, while a prediction is a specific and measurable outcome based on that hypothesis.
• A hypothesis can give rise to multiple experiment or observational study predictions.

To conclude, understanding the differences between a hypothesis and a prediction, and learning how to write a hypothesis, are essential steps to form a robust foundation for your research. By creating clear, testable hypotheses along with specific, measurable predictions, you lay the groundwork for scientifically sound investigations.

Here’s a wrap-up for this guide on how to write a hypothesis. We’re confident this article was helpful for many of you. We understand that many students struggle with writing their school research . However, we hope to continue assisting you through our blog tutorial on writing different aspects of academic assignments.

For further information, you can check out our reverent blog or contact our professionals to avail amazing writing services. Paper perk experts tailor assignments to reflect your unique voice and perspectives. Our professionals make sure to stick around till your satisfaction. So what are you waiting for? Pick your required service and order away!

How to write a good hypothesis?

How to write a hypothesis in science, how to write a research hypothesis, how to write a null hypothesis, what is the format for a scientific hypothesis, how do you structure a proper hypothesis, can you provide an example of a hypothesis, what is the ideal hypothesis structure.

The ideal hypothesis structure includes the following;

• A clear statement of the relationship between variables.
• testable prediction.
• falsifiability.

If your hypothesis has all of these, it is both scientifically sound and effective.

How to write a hypothesis for product management?

Writing a hypothesis for product management involves a simple process:

• First, identify the problem or question you want to address.
• State your assumption or belief about the solution to that problem. .
• Make a hypothesis by predicting a specific outcome based on your assumption.
• Make sure your hypothesis is specific, measurable, and testable.
• Use experiments, data analysis, or user feedback to validate your hypothesis.
• Make informed decisions for product improvement.

Following these steps will help you in effectively formulating hypotheses for product management.

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Home » What is a Hypothesis – Types, Examples and Writing Guide

What is a Hypothesis – Types, Examples and Writing Guide

Table of Contents

Definition:

Hypothesis is an educated guess or proposed explanation for a phenomenon, based on some initial observations or data. It is a tentative statement that can be tested and potentially proven or disproven through further investigation and experimentation.

Hypothesis is often used in scientific research to guide the design of experiments and the collection and analysis of data. It is an essential element of the scientific method, as it allows researchers to make predictions about the outcome of their experiments and to test those predictions to determine their accuracy.

Types of Hypothesis

Types of Hypothesis are as follows:

Research Hypothesis

A research hypothesis is a statement that predicts a relationship between variables. It is usually formulated as a specific statement that can be tested through research, and it is often used in scientific research to guide the design of experiments.

Null Hypothesis

The null hypothesis is a statement that assumes there is no significant difference or relationship between variables. It is often used as a starting point for testing the research hypothesis, and if the results of the study reject the null hypothesis, it suggests that there is a significant difference or relationship between variables.

Alternative Hypothesis

An alternative hypothesis is a statement that assumes there is a significant difference or relationship between variables. It is often used as an alternative to the null hypothesis and is tested against the null hypothesis to determine which statement is more accurate.

Directional Hypothesis

A directional hypothesis is a statement that predicts the direction of the relationship between variables. For example, a researcher might predict that increasing the amount of exercise will result in a decrease in body weight.

Non-directional Hypothesis

A non-directional hypothesis is a statement that predicts the relationship between variables but does not specify the direction. For example, a researcher might predict that there is a relationship between the amount of exercise and body weight, but they do not specify whether increasing or decreasing exercise will affect body weight.

Statistical Hypothesis

A statistical hypothesis is a statement that assumes a particular statistical model or distribution for the data. It is often used in statistical analysis to test the significance of a particular result.

Composite Hypothesis

A composite hypothesis is a statement that assumes more than one condition or outcome. It can be divided into several sub-hypotheses, each of which represents a different possible outcome.

Empirical Hypothesis

An empirical hypothesis is a statement that is based on observed phenomena or data. It is often used in scientific research to develop theories or models that explain the observed phenomena.

Simple Hypothesis

A simple hypothesis is a statement that assumes only one outcome or condition. It is often used in scientific research to test a single variable or factor.

Complex Hypothesis

A complex hypothesis is a statement that assumes multiple outcomes or conditions. It is often used in scientific research to test the effects of multiple variables or factors on a particular outcome.

Applications of Hypothesis

Hypotheses are used in various fields to guide research and make predictions about the outcomes of experiments or observations. Here are some examples of how hypotheses are applied in different fields:

• Science : In scientific research, hypotheses are used to test the validity of theories and models that explain natural phenomena. For example, a hypothesis might be formulated to test the effects of a particular variable on a natural system, such as the effects of climate change on an ecosystem.
• Medicine : In medical research, hypotheses are used to test the effectiveness of treatments and therapies for specific conditions. For example, a hypothesis might be formulated to test the effects of a new drug on a particular disease.
• Psychology : In psychology, hypotheses are used to test theories and models of human behavior and cognition. For example, a hypothesis might be formulated to test the effects of a particular stimulus on the brain or behavior.
• Sociology : In sociology, hypotheses are used to test theories and models of social phenomena, such as the effects of social structures or institutions on human behavior. For example, a hypothesis might be formulated to test the effects of income inequality on crime rates.
• Business : In business research, hypotheses are used to test the validity of theories and models that explain business phenomena, such as consumer behavior or market trends. For example, a hypothesis might be formulated to test the effects of a new marketing campaign on consumer buying behavior.
• Engineering : In engineering, hypotheses are used to test the effectiveness of new technologies or designs. For example, a hypothesis might be formulated to test the efficiency of a new solar panel design.

How to write a Hypothesis

Here are the steps to follow when writing a hypothesis:

Identify the Research Question

The first step is to identify the research question that you want to answer through your study. This question should be clear, specific, and focused. It should be something that can be investigated empirically and that has some relevance or significance in the field.

Conduct a Literature Review

Before writing your hypothesis, it’s essential to conduct a thorough literature review to understand what is already known about the topic. This will help you to identify the research gap and formulate a hypothesis that builds on existing knowledge.

Determine the Variables

The next step is to identify the variables involved in the research question. A variable is any characteristic or factor that can vary or change. There are two types of variables: independent and dependent. The independent variable is the one that is manipulated or changed by the researcher, while the dependent variable is the one that is measured or observed as a result of the independent variable.

Formulate the Hypothesis

Based on the research question and the variables involved, you can now formulate your hypothesis. A hypothesis should be a clear and concise statement that predicts the relationship between the variables. It should be testable through empirical research and based on existing theory or evidence.

Write the Null Hypothesis

The null hypothesis is the opposite of the alternative hypothesis, which is the hypothesis that you are testing. The null hypothesis states that there is no significant difference or relationship between the variables. It is important to write the null hypothesis because it allows you to compare your results with what would be expected by chance.

Refine the Hypothesis

After formulating the hypothesis, it’s important to refine it and make it more precise. This may involve clarifying the variables, specifying the direction of the relationship, or making the hypothesis more testable.

Examples of Hypothesis

Here are a few examples of hypotheses in different fields:

• Psychology : “Increased exposure to violent video games leads to increased aggressive behavior in adolescents.”
• Biology : “Higher levels of carbon dioxide in the atmosphere will lead to increased plant growth.”
• Sociology : “Individuals who grow up in households with higher socioeconomic status will have higher levels of education and income as adults.”
• Education : “Implementing a new teaching method will result in higher student achievement scores.”
• Marketing : “Customers who receive a personalized email will be more likely to make a purchase than those who receive a generic email.”
• Physics : “An increase in temperature will cause an increase in the volume of a gas, assuming all other variables remain constant.”
• Medicine : “Consuming a diet high in saturated fats will increase the risk of developing heart disease.”

Purpose of Hypothesis

The purpose of a hypothesis is to provide a testable explanation for an observed phenomenon or a prediction of a future outcome based on existing knowledge or theories. A hypothesis is an essential part of the scientific method and helps to guide the research process by providing a clear focus for investigation. It enables scientists to design experiments or studies to gather evidence and data that can support or refute the proposed explanation or prediction.

The formulation of a hypothesis is based on existing knowledge, observations, and theories, and it should be specific, testable, and falsifiable. A specific hypothesis helps to define the research question, which is important in the research process as it guides the selection of an appropriate research design and methodology. Testability of the hypothesis means that it can be proven or disproven through empirical data collection and analysis. Falsifiability means that the hypothesis should be formulated in such a way that it can be proven wrong if it is incorrect.

In addition to guiding the research process, the testing of hypotheses can lead to new discoveries and advancements in scientific knowledge. When a hypothesis is supported by the data, it can be used to develop new theories or models to explain the observed phenomenon. When a hypothesis is not supported by the data, it can help to refine existing theories or prompt the development of new hypotheses to explain the phenomenon.

When to use Hypothesis

Here are some common situations in which hypotheses are used:

• In scientific research , hypotheses are used to guide the design of experiments and to help researchers make predictions about the outcomes of those experiments.
• In social science research , hypotheses are used to test theories about human behavior, social relationships, and other phenomena.
• I n business , hypotheses can be used to guide decisions about marketing, product development, and other areas. For example, a hypothesis might be that a new product will sell well in a particular market, and this hypothesis can be tested through market research.

Characteristics of Hypothesis

Here are some common characteristics of a hypothesis:

• Testable : A hypothesis must be able to be tested through observation or experimentation. This means that it must be possible to collect data that will either support or refute the hypothesis.
• Falsifiable : A hypothesis must be able to be proven false if it is not supported by the data. If a hypothesis cannot be falsified, then it is not a scientific hypothesis.
• Clear and concise : A hypothesis should be stated in a clear and concise manner so that it can be easily understood and tested.
• Based on existing knowledge : A hypothesis should be based on existing knowledge and research in the field. It should not be based on personal beliefs or opinions.
• Specific : A hypothesis should be specific in terms of the variables being tested and the predicted outcome. This will help to ensure that the research is focused and well-designed.
• Tentative: A hypothesis is a tentative statement or assumption that requires further testing and evidence to be confirmed or refuted. It is not a final conclusion or assertion.
• Relevant : A hypothesis should be relevant to the research question or problem being studied. It should address a gap in knowledge or provide a new perspective on the issue.

Advantages of Hypothesis

Hypotheses have several advantages in scientific research and experimentation:

• Guides research: A hypothesis provides a clear and specific direction for research. It helps to focus the research question, select appropriate methods and variables, and interpret the results.
• Predictive powe r: A hypothesis makes predictions about the outcome of research, which can be tested through experimentation. This allows researchers to evaluate the validity of the hypothesis and make new discoveries.
• Facilitates communication: A hypothesis provides a common language and framework for scientists to communicate with one another about their research. This helps to facilitate the exchange of ideas and promotes collaboration.
• Efficient use of resources: A hypothesis helps researchers to use their time, resources, and funding efficiently by directing them towards specific research questions and methods that are most likely to yield results.
• Provides a basis for further research: A hypothesis that is supported by data provides a basis for further research and exploration. It can lead to new hypotheses, theories, and discoveries.
• Increases objectivity: A hypothesis can help to increase objectivity in research by providing a clear and specific framework for testing and interpreting results. This can reduce bias and increase the reliability of research findings.

Limitations of Hypothesis

Some Limitations of the Hypothesis are as follows:

• Limited to observable phenomena: Hypotheses are limited to observable phenomena and cannot account for unobservable or intangible factors. This means that some research questions may not be amenable to hypothesis testing.
• May be inaccurate or incomplete: Hypotheses are based on existing knowledge and research, which may be incomplete or inaccurate. This can lead to flawed hypotheses and erroneous conclusions.
• May be biased: Hypotheses may be biased by the researcher’s own beliefs, values, or assumptions. This can lead to selective interpretation of data and a lack of objectivity in research.
• Cannot prove causation: A hypothesis can only show a correlation between variables, but it cannot prove causation. This requires further experimentation and analysis.
• Limited to specific contexts: Hypotheses are limited to specific contexts and may not be generalizable to other situations or populations. This means that results may not be applicable in other contexts or may require further testing.
• May be affected by chance : Hypotheses may be affected by chance or random variation, which can obscure or distort the true relationship between variables.

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How to Write a Hypothesis [31 Tips + Examples]

Writing hypotheses can seem tricky, but it’s essential for a solid scientific inquiry.

Here is a quick summary of how to write a hypothesis:

Write a hypothesis by clearly defining your research question, identifying independent and dependent variables, formulating a measurable prediction, and ensuring it can be tested through experimentation. Include an “if…then” statement for clarity.

I’ve crafted dozens in my research, from basic biology experiments to business marketing strategies.

Let me walk you through how to write a solid hypothesis, step by step.

Writing a Hypothesis: The Basics

Table of Contents

A hypothesis is a statement predicting the relationship between variables based on observations and existing knowledge. To craft a good hypothesis:

• Identify variables – Determine the independent and dependent variables involved.
• Predict relationships – Predict the interaction between these variables.
• Test the statement – Ensure the hypothesis is testable and falsifiable.

A solid hypothesis guides your research and sets the foundation for your experiment.

31 Tips for Writing a Hypothesis

There are at least 31 tips to write a good hypothesis.

Keep reading to learn every tip plus three examples to make sure that you can instantly apply it to your writing.

Tip 1: Start with a Clear Research Question

A clear research question ensures your hypothesis is targeted.

• Identify the broad topic you’re curious about, then refine it to a specific question.
• Use guiding questions like “What impact does variable X have on variable Y?”
• How does fertilizer affect plant growth?
• Does social media influence mental health in teens?
• Can personalized ads increase customer engagement?

Tip 2: Do Background Research

Research helps you understand current knowledge and any existing gaps.

• Review scholarly articles, reputable websites, and textbooks.
• Focus on understanding the relationships between variables in existing research.
• Academic journals like ScienceDirect or JSTOR.
• Google Scholar.
• Reputable news articles.

Tip 3: Identify Independent and Dependent Variables

The independent variable is what you change or control. The dependent variable is what you measure.

• Clearly define these variables to make your hypothesis precise.
• Think of different factors that could be influencing your dependent variable.
• Type of fertilizer (independent) and plant growth (dependent).
• Amount of screen time (independent) and anxiety levels (dependent).
• Marketing strategies (independent) and customer engagement (dependent).

Tip 4: Make Your Hypothesis Testable

A hypothesis must be measurable and falsifiable.

• Ensure your hypothesis can be supported or refuted through data collection.
• Include numerical variables or qualitative changes to ensure measurability.
• “Increasing screen time will increase anxiety levels in teenagers.”
• “Using fertilizer X will yield higher crop productivity.”
• “A/B testing marketing strategies will show higher engagement with personalized ads.”

Tip 5: Be Specific and Concise

Keep your hypothesis straightforward and to the point.

• Avoid vague terms that could mislead or cause confusion.
• Clearly outline what you’re measuring and how the variables interact.
• “Replacing chemical fertilizers with organic ones will result in slower plant growth.”
• “A social media break will decrease anxiety in high school students.”
• “Ads targeting user preferences will boost click-through rates by 10%.”

Tip 6: Choose Simple Language

Use simple, understandable language to ensure clarity.

• Avoid jargon and overly complex terms that could confuse readers.
• Make the hypothesis comprehensible to non-experts in the field.
• “Organic fertilizer will reduce plant growth.”
• “High schoolers will feel less anxious after a social media detox.”
• “Targeted ads will increase customer engagement.”

Tip 7: Formulate a Null Hypothesis

A null hypothesis assumes no relationship between variables.

• Create a counterpoint to your main hypothesis, asserting that there is no effect.
• This allows you to compare results directly and identify statistical significance.
• “Fertilizer type will not affect plant growth.”
• “Social media use will not influence anxiety.”
• “Targeted ads will not affect customer engagement.”

Tip 8: State Alternative Hypotheses

Provide alternative hypotheses to explore other plausible relationships.

• They offer a contingency plan if your primary hypothesis is not supported.
• These should still align with your research question and measurable variables.
• “Fertilizer X will only affect plant growth if used in specific soil types.”
• “Social media might impact anxiety only in certain age groups.”
• “Customer engagement might only improve with highly personalized ads.”

Tip 9: Use “If…Then” Statements

“If…then” statements simplify the cause-and-effect structure.

• The “if” clause identifies the independent variable, while “then” identifies the dependent.
• It makes your hypothesis easier to understand and directly testable.
• “If plants receive organic fertilizer, then their growth rate will slow.”
• “If teens stop using social media, then their anxiety will decrease.”
• “If ads are personalized, then click-through rates will increase.”

Tip 10: Avoid Assumptions

Don’t assume the audience understands your variables or relationships.

• Clearly define terms and relationships to avoid misinterpretation.
• Provide background context where necessary for clarity.
• Define “anxiety” as a feeling of worry or unease.
• Specify “plant growth” as the height and health of plants.
• Describe “personalized ads” as ads matching user preferences.

Tip 11: Review Existing Literature

Previous research offers insights into forming a hypothesis.

• Conduct a thorough literature review to identify trends and gaps.
• Use these studies to refine and build upon your hypothesis.
• Studies showing a link between screen time and anxiety.
• Research on organic versus chemical fertilizers.
• Customer behavior analysis in different marketing channels.

Tip 12: Consider Multiple Variables

Hypotheses with multiple variables can offer deeper insights.

• Explore combinations of independent and dependent variables to see their relationships.
• Plan experiments accordingly to distinguish separate effects.
• Studying fertilizer type and soil composition effects on plant growth.
• Testing social media use frequency and content type on anxiety.
• Analyzing marketing strategies combined with product preferences.

Tip 13: Review Ethical Considerations

Ethics are essential for trustworthy research.

• Avoid hypotheses that could cause harm to participants or the environment.
• Seek approval from relevant ethical boards or committees.
• Avoiding experiments causing undue stress to teenagers.
• Preventing chemical contamination when testing fertilizers.
• Respecting privacy with personalized ads.

Tip 14: Test with Pilot Studies

Small-scale pilot studies test feasibility and refine hypotheses.

• Use them to identify potential issues and adjust before full-scale research.
• Ensure pilot tests align with ethical standards.
• Testing different fertilizer types on small plant samples.
• Trying brief social media breaks with a small group of teens.
• Conducting A/B tests on ad personalization with a subset of customers.

Tip 15: Build Hypotheses on Existing Theories

Existing theories provide strong foundations.

• Use established frameworks to develop or refine your hypothesis.
• Testing theoretical predictions can yield meaningful data.
• Applying agricultural theories on soil and crop management.
• Using psychology theories on screen addiction and mental health.
• Referencing marketing theories like consumer behavior analysis.

Tip 16: Address Real-World Problems

Solve real-world problems through practical hypotheses.

• Make sure your research question has relevant, impactful applications.
• Focus on everyday challenges where actionable insights can help.
• Testing new eco-friendly farming methods.
• Reducing anxiety by improving digital wellbeing.
• Improving marketing ROI with personalized strategies.

Tip 17: Aim for Clear, Measurable Outcomes

The results should be easy to measure and interpret.

• Quantify your dependent variable or use defined qualitative measures.
• Avoid overly broad or ambiguous outcomes.
• Measuring plant growth as a percentage change in height.
• Quantifying anxiety levels through standard surveys.
• Tracking click-through rates as a percentage of total views.

Tip 18: Stay Open to Unexpected Results

Not all hypotheses yield expected results.

• Be open to learning new insights, even if they contradict your prediction.
• Unexpected findings often reveal unique, significant knowledge.
• Unexpected fertilizer types boosting growth differently than anticipated.
• Screen time affecting anxiety differently across various age groups.
• Targeted ads backfiring with specific customer segments.

Tip 19: Keep Hypotheses Relevant

Ensure your hypothesis aligns with the purpose of your research.

• Avoid straying from the original question or focusing on tangential issues.
• Stick to the research scope to ensure accurate and meaningful data.
• Focus on a specific type of fertilizer for plant growth.
• Restrict studies to relevant age groups for anxiety research.
• Keep marketing hypotheses within the same target customer segment.

Tip 20: Collaborate with Peers

Collaboration strengthens hypothesis development.

• Work with colleagues or mentors for valuable feedback.
• Peer review helps identify flaws or assumptions in your hypothesis.
• Reviewing hypothesis clarity with a lab partner.
• Sharing research plans with a mentor to refine focus.
• Engaging in academic peer-review groups.

Tip 21: Re-evaluate Hypotheses Periodically

Revising hypotheses ensures relevance.

• Update based on new literature, data, or technological advances.
• A dynamic approach keeps your research current.
• Refining fertilizer studies with recent organic farming research.
• Adjusting social media hypotheses for new platforms like TikTok.
• Modifying marketing hypotheses based on changing customer preferences.

Tip 22: Develop Compelling Visuals

Illustrating hypotheses can help communicate relationships effectively.

• Use diagrams or flowcharts to show how variables interact visually.
• Infographics make it easier for others to grasp your research concept.
• A flowchart showing fertilizer effects on different plant growth stages.
• Diagrams illustrating social media use and its psychological impact.
• Infographics depicting how various marketing strategies boost engagement.

Tip 23: Refine Your Data Collection Plan

A solid data collection plan is vital for a testable hypothesis.

• Determine the best ways to measure your dependent variable.
• Ensure your data collection tools are reliable and accurate.
• Using a ruler and image analysis software to measure plant height.
• Designing standardized surveys to assess anxiety levels consistently.
• Setting up click-through tracking with analytics software.

Tip 24: Focus on Logical Progression

Ensure your hypothesis logically follows your research question.

• The relationship between variables should naturally flow from your observations.
• Avoid logical leaps that might confuse your reasoning.
• Predicting plant growth after observing effects of different fertilizers.
• Linking anxiety to social media use based on screen time studies.
• Connecting ad personalization with customer behavior data.

Tip 25: Test Against Diverse Samples

Testing across diverse samples ensures broader applicability.

• Avoid drawing conclusions from overly narrow sample groups.
• Try to include different demographics or subgroups in your testing.
• Testing fertilizer effects on multiple plant species.
• Including different age groups in anxiety research.
• Experimenting with personalized ads across varied customer segments.

Tip 26: Use Control Groups

Control groups provide a baseline for comparison.

• Compare your test group with a control group under unchanged conditions.
• This allows you to isolate the effect of your independent variable.
• Comparing plant growth with organic versus no fertilizer.
• Testing anxiety levels with and without social media breaks.
• Comparing personalized ads with general marketing content.

Tip 27: Consider Practical Constraints

Work within realistic constraints for your resources and timeline.

• Assess the feasibility of testing your hypothesis.
• Modify the hypothesis if the required testing is unmanageable.
• Reducing fertilizer types to a manageable number for testing.
• Shortening social media detox periods to realistic durations.
• Targeting only specific marketing strategies to optimize testing.

Tip 28: Recognize Bias Risks

Biases can skew hypothesis formation.

• Acknowledge your assumptions and how they may affect your research.
• Minimize biases by clearly defining and measuring variables.
• Avoiding assumptions that organic fertilizer is inherently better.
• Ensuring survey questions don’t lead to specific anxiety outcomes.
• Testing marketing strategies objectively without favoring any method.

Tip 29: Prepare for Peer Review

Peer review ensures your hypothesis holds up to scrutiny.

• Provide a clear rationale for why your hypothesis is sound.
• Address potential criticisms to strengthen your research.
• Showing your plant growth study builds on existing fertilizer research.
• Demonstrating social media anxiety links through data and literature.
• Supporting your marketing hypotheses with solid behavioral data.

Tip 30: Create a Research Proposal

A proposal outlines your hypothesis, methodology, and significance.

• It ensures your hypothesis is clear and your methods are well-thought-out.
• Proposals also help secure funding or institutional approval.
• A proposal for fertilizer studies linking plant growth and soil health.
• Research plans connecting social media habits to anxiety measures.
• Marketing proposals tying customer behavior to personalized advertising.

Tip 31: Document Your Findings

Recording findings helps validate or challenge your hypothesis.

• Document the methodology, data, and conclusions clearly.
• This allows others to verify, replicate, or expand on your work.
• Recording fertilizer effects on plant height in different soil types.
• Survey results linking social media use with anxiety levels.
• Click-through data proving personalized ads’ impact on engagement.

Check out this really good video about how to write a hypothesis:

Hypothesis Examples for Different Situations

Let’s look at some examples of how to write a hypothesis in different circumstances.

• Marketing Analysis : “If personalized ads are shown to our target demographic, then click-through rates will increase by at least 10%.”
• Process Improvement : “If automated workflows replace manual data entry, then task completion times will decrease by 20%.”
• Product Development : “If adding a chatbot feature to our app increases customer support efficiency, then user satisfaction will improve by 15%.”
• Biology Experiment : “If students grow plants with different fertilizers, then the organic fertilizer will result in slower growth compared to the chemical fertilizer.”
• Psychology Research : “If high school students take a break from social media, then their levels of anxiety will decrease.”
• Environmental Study : “If a controlled forest area is exposed to a certain pollutant, then the local plant species will show signs of damage within two weeks.”

Professional Contacts

• Medical Research : “If a novel treatment method is applied to patients with chronic illness, then their recovery rate will increase significantly compared to standard treatment.”
• Technology Research : “If machine learning algorithms analyze big data sets, then the accuracy of predictive models will surpass traditional data analysis.”
• Engineering Project : “If new composite materials replace standard components in bridge construction, then the resulting structure will be more durable.”

Super Personal

• Gardening Experiment : “If different types of compost are used in home gardens, then plants receiving homemade compost will yield the most produce.”
• Fitness Routine : “If consistent strength training is combined with a high-protein diet, then muscle mass will increase more than with diet alone.”
• Cooking Techniques : “If searing is added before baking, then the resulting roast will retain more moisture.”

Final Thoughts: How to Write a Hypothesis

Crafting hypotheses is both a science and an art. It’s about channeling curiosity into testable questions that propel meaningful discovery.

Each well-thought-out hypothesis is a stepping stone that could lead to the breakthrough you’ve been seeking.

Stay curious and let your research journey unfold.

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A/B Testing: Example of a good hypothesis

Want to know the secret to always running successful tests?

The answer is to formulate a hypothesis .

Now when I say it’s always successful, I’m not talking about always increasing your Key Performance Indicator (KPI). You can “lose” a test, but still be successful.

That sounds like an oxymoron, but it’s not. If you set up your test strategically, even if the test decreases your KPI, you gain a learning , which is a success! And, if you win, you simultaneously achieve a lift and a learning. Double win!

The way you ensure you have a strategic test that will produce a learning is by centering it around a strong hypothesis.

So, what is a hypothesis?

By definition, a hypothesis is a proposed statement made on the basis of limited evidence that can be proved or disproved and is used as a starting point for further investigation.

Let’s break that down:

It is a proposed statement.

• A hypothesis is not fact, and should not be argued as right or wrong until it is tested and proven one way or the other.

It is made on the basis of limited (but hopefully some ) evidence.

• Your hypothesis should be informed by as much knowledge as you have. This should include data that you have gathered, any research you have done, and the analysis of the current problems you have performed.

It can be proved or disproved.

• A hypothesis pretty much says, “I think by making this change , it will cause this effect .” So, based on your results, you should be able to say “this is true” or “this is false.”

It is used as a starting point for further investigation.

• The key word here is starting point . Your hypothesis should be formed and agreed upon before you make any wireframes or designs as it is what guides the design of your test. It helps you focus on what elements to change, how to change them, and which to leave alone.

How do I write a hypothesis?

The structure of your basic hypothesis follows a CHANGE: EFFECT framework.

While this is a truly scientific and testable template, it is very open-ended. Even though this hypothesis, “Changing an English headline into a Spanish headline will increase clickthrough rate,” is perfectly valid and testable, if your visitors are English-speaking, it probably doesn’t make much sense.

So now the question is …

How do I write a GOOD hypothesis?

To quote my boss Tony Doty , “This isn’t Mad Libs.”

We can’t just start plugging in nouns and verbs and conclude that we have a good hypothesis. Your hypothesis needs to be backed by a strategy. And, your strategy needs to be rooted in a solution to a problem .

So, a more complete version of the above template would be something like this:

In order to have a good hypothesis, you don’t necessarily have to follow this exact sentence structure, as long as it is centered around three main things:

Presumed problem

Proposed solution

Anticipated result

After you’ve completed your analysis and research, identify the problem that you will address. While we need to be very clear about what we think the problem is, you should leave it out of the hypothesis since it is harder to prove or disprove. You may want to come up with both a problem statement and a hypothesis .

For example:

Problem Statement: “The lead generation form is too long, causing unnecessary friction .”

Hypothesis: “By changing the amount of form fields from 20 to 10, we will increase number of leads.”

When you are thinking about the solution you want to implement, you need to think about the psychology of the customer. What psychological impact is your proposed problem causing in the mind of the customer?

For example, if your proposed problem is “There is a lack of clarity in the sign-up process,” the psychological impact may be that the user is confused.

Now think about what solution is going to address the problem in the customer’s mind. If they are confused, we need to explain something better, or provide them with more information. For this example, we will say our proposed solution is to “Add a progress bar to the sign-up process.”  This leads straight into the anticipated result.

If we reduce the confusion in the visitor’s mind (psychological impact) by adding the progress bar, what do we foresee to be the result? We are anticipating that it would be more people completing the sign-up process. Your proposed solution and your KPI need to be directly correlated.

Note: Some people will include the psychological impact in their hypothesis. This isn’t necessarily wrong, but we do have to be careful with assumptions. If we say that the effect will be “Reduced confusion and therefore increase in conversion rate,” we are assuming the reduced confusion is what made the impact. While this may be correct, it is not measureable and it is hard to prove or disprove.

To summarize, your hypothesis should follow a structure of: “If I change this, it will have this effect,” but should always be informed by an analysis of the problems and rooted in the solution you deemed appropriate.

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Thanks for the article. I’ve been trying to wrap my head around this type of testing because I’d like to use it to see the effectiveness on some ads. This article really helped. Thanks Again!

Hey Lauren, I am just getting to the point that I have something to perform A-B testing on. This post led me to this site which will and already has become a help in what to test and how to test .

Again, thanks for getting me here .

Good article. I have been researching different approaches to writing testing hypotheses and this has been a help. The only thing I would add is that it can be useful to capture the insight/justification within the hypothesis statement. IF i do this, THEN I expect this result BECAUSE I have this insight.

@Kaya Great!

Good article – but technically you can never prove an hypothesis, according to the principle of falsification (Popper), only fail to disprove the null hypothesis.

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How to Generate and Validate Product Hypotheses

Every product owner knows that it takes effort to build something that'll cater to user needs. You'll have to make many tough calls if you wish to grow the company and evolve the product so it delivers more value. But how do you decide what to change in the product, your marketing strategy, or the overall direction to succeed? And how do you make a product that truly resonates with your target audience?

There are many unknowns in business, so many fundamental decisions start from a simple "what if?". But they can't be based on guesses, as you need some proof to fill in the blanks reasonably.

Because there's no universal recipe for successfully building a product, teams collect data, do research, study the dynamics, and generate hypotheses according to the given facts. They then take corresponding actions to find out whether they were right or wrong, make conclusions, and most likely restart the process again.

On this page, we thoroughly inspect product hypotheses. We'll go over what they are, how to create hypothesis statements and validate them, and what goes after this step.

What Is a Hypothesis in Product Management?

A hypothesis in product development and product management is a statement or assumption about the product, planned feature, market, or customer (e.g., their needs, behavior, or expectations) that you can put to the test, evaluate, and base your further decisions on . This may, for instance, regard the upcoming product changes as well as the impact they can result in.

A hypothesis implies that there is limited knowledge. Hence, the teams need to undergo testing activities to validate their ideas and confirm whether they are true or false.

Hypotheses guide the product development process and may point at important findings to help build a better product that'll serve user needs. In essence, teams create hypothesis statements in an attempt to improve the offering, boost engagement, increase revenue, find product-market fit quicker, or for other business-related reasons.

It's sort of like an experiment with trial and error, yet, it is data-driven and should be unbiased . This means that teams don't make assumptions out of the blue. Instead, they turn to the collected data, conducted market research , and factual information, which helps avoid completely missing the mark. The obtained results are then carefully analyzed and may influence decision-making.

Such experiments backed by data and analysis are an integral aspect of successful product development and allow startups or businesses to dodge costly startup mistakes .

‍ When do teams create hypothesis statements and validate them? To some extent, hypothesis testing is an ongoing process to work on constantly. It may occur during various product development life cycle stages, from early phases like initiation to late ones like scaling.

In any event, the key here is learning how to generate hypothesis statements and validate them effectively. We'll go over this in more detail later on.

Idea vs. Hypothesis Compared

You might be wondering whether ideas and hypotheses are the same thing. Well, there are a few distinctions.

An idea is simply a suggested proposal. Say, a teammate comes up with something you can bring to life during a brainstorming session or pitches in a suggestion like "How about we shorten the checkout process?". You can jot down such ideas and then consider working on them if they'll truly make a difference and improve the product, strategy, or result in other business benefits. Ideas may thus be used as the hypothesis foundation when you decide to prove a concept.

A hypothesis is the next step, when an idea gets wrapped with specifics to become an assumption that may be tested. As such, you can refine the idea by adding details to it. The previously mentioned idea can be worded into a product hypothesis statement like: "The cart abandonment rate is high, and many users flee at checkout. But if we shorten the checkout process by cutting down the number of steps to only two and get rid of four excessive fields, we'll simplify the user journey, boost satisfaction, and may get up to 15% more completed orders".

A hypothesis is something you can test in an attempt to reach a certain goal. Testing isn't obligatory in this scenario, of course, but the idea may be tested if you weigh the pros and cons and decide that the required effort is worth a try. We'll explain how to create hypothesis statements next.

How to Generate a Hypothesis for a Product

The last thing those developing a product want is to invest time and effort into something that won't bring any visible results, fall short of customer expectations, or won't live up to their needs. Therefore, to increase the chances of achieving a successful outcome and product-led growth , teams may need to revisit their product development approach by optimizing one of the starting points of the process: learning to make reasonable product hypotheses.

If the entire procedure is structured, this may assist you during such stages as the discovery phase and raise the odds of reaching your product goals and setting your business up for success. Yet, what's the entire process like?

• It all starts with identifying an existing problem . Is there a product area that's experiencing a downfall, a visible trend, or a market gap? Are users often complaining about something in their feedback? Or is there something you're willing to change (say, if you aim to get more profit, increase engagement, optimize a process, expand to a new market, or reach your OKRs and KPIs faster)?
• Teams then need to work on formulating a hypothesis . They put the statement into concise and short wording that describes what is expected to achieve. Importantly, it has to be relevant, actionable, backed by data, and without generalizations.
• Next, they have to test the hypothesis by running experiments to validate it (for instance, via A/B or multivariate testing, prototyping, feedback collection, or other ways).
• Then, the obtained results of the test must be analyzed . Did one element or page version outperform the other? Depending on what you're testing, you can look into various merits or product performance metrics (such as the click rate, bounce rate, or the number of sign-ups) to assess whether your prediction was correct.
• Finally, the teams can make conclusions that could lead to data-driven decisions. For example, they can make corresponding changes or roll back a step.

How Else Can You Generate Product Hypotheses?

Such processes imply sharing ideas when a problem is spotted by digging deep into facts and studying the possible risks, goals, benefits, and outcomes. You may apply various MVP tools like (FigJam, Notion, or Miro) that were designed to simplify brainstorming sessions, systemize pitched suggestions, and keep everyone organized without losing any ideas.

Predictive product analysis can also be integrated into this process, leveraging data and insights to anticipate market trends and consumer preferences, thus enhancing decision-making and product development strategies. This approach fosters a more proactive and informed approach to innovation, ensuring products are not only relevant but also resonate with the target audience, ultimately increasing their chances of success in the market.

Besides, you can settle on one of the many frameworks that facilitate decision-making processes , ideation phases, or feature prioritization . Such frameworks are best applicable if you need to test your assumptions and structure the validation process. These are a few common ones if you're looking toward a systematic approach:

• Business Model Canvas (used to establish the foundation of the business model and helps find answers to vitals like your value proposition, finding the right customer segment, or the ways to make revenue);
• Lean Startup framework (the lean startup framework uses a diagram-like format for capturing major processes and can be handy for testing various hypotheses like how much value a product brings or assumptions on personas, the problem, growth, etc.);
• Design Thinking Process (is all about interactive learning and involves getting an in-depth understanding of the customer needs and pain points, which can be formulated into hypotheses followed by simple prototypes and tests).

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How to Make a Hypothesis Statement for a Product

Once you've indicated the addressable problem or opportunity and broken down the issue in focus, you need to work on formulating the hypotheses and associated tasks. By the way, it works the same way if you want to prove that something will be false (a.k.a null hypothesis).

If you're unsure how to write a hypothesis statement, let's explore the essential steps that'll set you on the right track.

Step 1: Allocate the Variable Components

Product hypotheses are generally different for each case, so begin by pinpointing the major variables, i.e., the cause and effect . You'll need to outline what you think is supposed to happen if a change or action gets implemented.

Put simply, the "cause" is what you're planning to change, and the "effect" is what will indicate whether the change is bringing in the expected results. Falling back on the example we brought up earlier, the ineffective checkout process can be the cause, while the increased percentage of completed orders is the metric that'll show the effect.

Make sure to also note such vital points as:

• what the problem and solution are;
• what are the benefits or the expected impact/successful outcome;
• which user group is affected;
• what are the risks;
• what kind of experiments can help test the hypothesis;
• what can measure whether you were right or wrong.

Step 2: Ensure the Connection Is Specific and Logical

Mind that generic connections that lack specifics will get you nowhere. So if you're thinking about how to word a hypothesis statement, make sure that the cause and effect include clear reasons and a logical dependency .

Think about what can be the precise and link showing why A affects B. In our checkout example, it could be: fewer steps in the checkout and the removed excessive fields will speed up the process, help avoid confusion, irritate users less, and lead to more completed orders. That's much more explicit than just stating the fact that the checkout needs to be changed to get more completed orders.

Step 3: Decide on the Data You'll Collect

Certainly, multiple things can be used to measure the effect. Therefore, you need to choose the optimal metrics and validation criteria that'll best envision if you're moving in the right direction.

If you need a tip on how to create hypothesis statements that won't result in a waste of time, try to avoid vagueness and be as specific as you can when selecting what can best measure and assess the results of your hypothesis test. The criteria must be measurable and tied to the hypotheses . This can be a realistic percentage or number (say, you expect a 15% increase in completed orders or 2x fewer cart abandonment cases during the checkout phase).

Once again, if you're not realistic, then you might end up misinterpreting the results. Remember that sometimes an increase that's even as little as 2% can make a huge difference, so why make 50% the merit if it's not achievable in the first place?

Step 4: Settle on the Sequence

It's quite common that you'll end up with multiple product hypotheses. Some are more important than others, of course, and some will require more effort and input.

Therefore, just as with the features on your product development roadmap , prioritize your hypotheses according to their impact and importance. Then, group and order them, especially if the results of some hypotheses influence others on your list.

Product Hypothesis Examples

To demonstrate how to formulate your assumptions clearly, here are several more apart from the example of a hypothesis statement given above:

• Adding a wishlist feature to the cart with the possibility to send a gift hint to friends via email will increase the likelihood of making a sale and bring in additional sign-ups.
• Placing a limited-time promo code banner stripe on the home page will increase the number of sales in March.
• Moving up the call to action element on the landing page and changing the button text will increase the click-through rate twice.
• By highlighting a new way to use the product, we'll target a niche customer segment (i.e., single parents under 30) and acquire 5% more leads. 

How to Validate Hypothesis Statements: The Process Explained

There are multiple options when it comes to validating hypothesis statements. To get appropriate results, you have to come up with the right experiment that'll help you test the hypothesis. You'll need a control group or people who represent your target audience segments or groups to participate (otherwise, your results might not be accurate).

‍ What can serve as the experiment you may run? Experiments may take tons of different forms, and you'll need to choose the one that clicks best with your hypothesis goals (and your available resources, of course). The same goes for how long you'll have to carry out the test (say, a time period of two months or as little as two weeks). Here are several to get you started.

Feedback and User Testing

Talking to users, potential customers, or members of your own online startup community can be another way to test your hypotheses. You may use surveys, questionnaires, or opt for more extensive interviews to validate hypothesis statements and find out what people think. This assumption validation approach involves your existing or potential users and might require some additional time, but can bring you many insights.

Conduct A/B or Multivariate Tests

One of the experiments you may develop involves making more than one version of an element or page to see which option resonates with the users more. As such, you can have a call to action block with different wording or play around with the colors, imagery, visuals, and other things.

To run such split experiments, you can apply tools like VWO that allows to easily construct alternative designs and split what your users see (e.g., one half of the users will see version one, while the other half will see version two). You can track various metrics and apply heatmaps, click maps, and screen recordings to learn more about user response and behavior. Mind, though, that the key to such tests is to get as many users as you can give the tests time. Don't jump to conclusions too soon or if very few people participated in your experiment.

Build Prototypes and Fake Doors

Demos and clickable prototypes can be a great way to save time and money on costly feature or product development. A prototype also allows you to refine the design. However, they can also serve as experiments for validating hypotheses, collecting data, and getting feedback.

For instance, if you have a new feature in mind and want to ensure there is interest, you can utilize such MVP types as fake doors . Make a short demo recording of the feature and place it on your landing page to track interest or test how many people sign up.

Usability Testing

Similarly, you can run experiments to observe how users interact with the feature, page, product, etc. Usually, such experiments are held on prototype testing platforms with a focus group representing your target visitors. By showing a prototype or early version of the design to users, you can view how people use the solution, where they face problems, or what they don't understand. This may be very helpful if you have hypotheses regarding redesigns and user experience improvements before you move on from prototype to MVP development.

You can even take it a few steps further and build a barebone feature version that people can really interact with, yet you'll be the one behind the curtain to make it happen. There were many MVP examples when companies applied Wizard of Oz or concierge MVPs to validate their hypotheses.

Or you can actually develop some functionality but release it for only a limited number of people to see. This is referred to as a feature flag , which can show really specific results but is effort-intensive. 

What Comes After Hypothesis Validation?

Analysis is what you move on to once you've run the experiment. This is the time to review the collected data, metrics, and feedback to validate (or invalidate) the hypothesis.

You have to evaluate the experiment's results to determine whether your product hypotheses were valid or not. For example, if you were testing two versions of an element design, color scheme, or copy, look into which one performed best.

It is crucial to be certain that you have enough data to draw conclusions, though, and that it's accurate and unbiased . Because if you don't, this may be a sign that your experiment needs to be run for some additional time, be altered, or held once again. You won't want to make a solid decision based on uncertain or misleading results, right?

• If the hypothesis was supported , proceed to making corresponding changes (such as implementing a new feature, changing the design, rephrasing your copy, etc.). Remember that your aim was to learn and iterate to improve.
• If your hypothesis was proven false , think of it as a valuable learning experience. The main goal is to learn from the results and be able to adjust your processes accordingly. Dig deep to find out what went wrong, look for patterns and things that may have skewed the results. But if all signs show that you were wrong with your hypothesis, accept this outcome as a fact, and move on. This can help you make conclusions on how to better formulate your product hypotheses next time. Don't be too judgemental, though, as a failed experiment might only mean that you need to improve the current hypothesis, revise it, or create a new one based on the results of this experiment, and run the process once more.

On another note, make sure to record your hypotheses and experiment results . Some companies use CRMs to jot down the key findings, while others use something as simple as Google Docs. Either way, this can be your single source of truth that can help you avoid running the same experiments or allow you to compare results over time.

Have doubts about how to bring your product to life?

Upsilon's team of pros can help you build a product most optimally.

Final Thoughts on Product Hypotheses

The hypothesis-driven approach in product development is a great way to avoid uncalled-for risks and pricey mistakes. You can back up your assumptions with facts, observe your target audience's reactions, and be more certain that this move will deliver value.

However, this only makes sense if the validation of hypothesis statements is backed by relevant data that'll allow you to determine whether the hypothesis is valid or not. By doing so, you can be certain that you're developing and testing hypotheses to accelerate your product management and avoiding decisions based on guesswork.

Certainly, a failed experiment may bring you just as much knowledge and findings as one that succeeds. Teams have to learn from their mistakes, boost their hypothesis generation and testing knowledge , and make improvements according to the results of their experiments. This is an ongoing process, of course, as no product can grow if it isn't iterated and improved.

If you're only planning to or are currently building a product, Upsilon can lend you a helping hand. Our team has years of experience providing product development services for growth-stage startups and building MVPs for early-stage businesses , so you can use our expertise and knowledge to dodge many mistakes. Don't be shy to contact us to discuss your needs! 

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• Null and Alternative Hypotheses | Definitions & Examples

Null & Alternative Hypotheses | Definitions, Templates & Examples

Published on May 6, 2022 by Shaun Turney . Revised on June 22, 2023.

The null and alternative hypotheses are two competing claims that researchers weigh evidence for and against using a statistical test :

• Null hypothesis ( H 0 ): There’s no effect in the population .
• Alternative hypothesis ( H a or H 1 ) : There’s an effect in the population.

Table of contents

Answering your research question with hypotheses, what is a null hypothesis, what is an alternative hypothesis, similarities and differences between null and alternative hypotheses, how to write null and alternative hypotheses, other interesting articles, frequently asked questions.

The null and alternative hypotheses offer competing answers to your research question . When the research question asks “Does the independent variable affect the dependent variable?”:

• The null hypothesis ( H 0 ) answers “No, there’s no effect in the population.”
• The alternative hypothesis ( H a ) answers “Yes, there is an effect in the population.”

The null and alternative are always claims about the population. That’s because the goal of hypothesis testing is to make inferences about a population based on a sample . Often, we infer whether there’s an effect in the population by looking at differences between groups or relationships between variables in the sample. It’s critical for your research to write strong hypotheses .

You can use a statistical test to decide whether the evidence favors the null or alternative hypothesis. Each type of statistical test comes with a specific way of phrasing the null and alternative hypothesis. However, the hypotheses can also be phrased in a general way that applies to any test.

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The null hypothesis is the claim that there’s no effect in the population.

If the sample provides enough evidence against the claim that there’s no effect in the population ( p ≤ α), then we can reject the null hypothesis . Otherwise, we fail to reject the null hypothesis.

Although “fail to reject” may sound awkward, it’s the only wording that statisticians accept . Be careful not to say you “prove” or “accept” the null hypothesis.

Null hypotheses often include phrases such as “no effect,” “no difference,” or “no relationship.” When written in mathematical terms, they always include an equality (usually =, but sometimes ≥ or ≤).

You can never know with complete certainty whether there is an effect in the population. Some percentage of the time, your inference about the population will be incorrect. When you incorrectly reject the null hypothesis, it’s called a type I error . When you incorrectly fail to reject it, it’s a type II error.

Examples of null hypotheses

The table below gives examples of research questions and null hypotheses. There’s always more than one way to answer a research question, but these null hypotheses can help you get started.

*Note that some researchers prefer to always write the null hypothesis in terms of “no effect” and “=”. It would be fine to say that daily meditation has no effect on the incidence of depression and p 1 = p 2 .

The alternative hypothesis ( H a ) is the other answer to your research question . It claims that there’s an effect in the population.

Often, your alternative hypothesis is the same as your research hypothesis. In other words, it’s the claim that you expect or hope will be true.

The alternative hypothesis is the complement to the null hypothesis. Null and alternative hypotheses are exhaustive, meaning that together they cover every possible outcome. They are also mutually exclusive, meaning that only one can be true at a time.

Alternative hypotheses often include phrases such as “an effect,” “a difference,” or “a relationship.” When alternative hypotheses are written in mathematical terms, they always include an inequality (usually ≠, but sometimes < or >). As with null hypotheses, there are many acceptable ways to phrase an alternative hypothesis.

Examples of alternative hypotheses

The table below gives examples of research questions and alternative hypotheses to help you get started with formulating your own.

Null and alternative hypotheses are similar in some ways:

• They’re both answers to the research question.
• They both make claims about the population.
• They’re both evaluated by statistical tests.

However, there are important differences between the two types of hypotheses, summarized in the following table.

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To help you write your hypotheses, you can use the template sentences below. If you know which statistical test you’re going to use, you can use the test-specific template sentences. Otherwise, you can use the general template sentences.

General template sentences

The only thing you need to know to use these general template sentences are your dependent and independent variables. To write your research question, null hypothesis, and alternative hypothesis, fill in the following sentences with your variables:

Does independent variable affect dependent variable ?

• Null hypothesis ( H 0 ): Independent variable does not affect dependent variable.
• Alternative hypothesis ( H a ): Independent variable affects dependent variable.

Test-specific template sentences

Once you know the statistical test you’ll be using, you can write your hypotheses in a more precise and mathematical way specific to the test you chose. The table below provides template sentences for common statistical tests.

Note: The template sentences above assume that you’re performing one-tailed tests . One-tailed tests are appropriate for most studies.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Descriptive statistics
• Measures of central tendency
• Correlation coefficient

Methodology

• Cluster sampling
• Stratified sampling
• Types of interviews
• Cohort study
• Thematic analysis

Research bias

• Implicit bias
• Cognitive bias
• Survivorship bias
• Availability heuristic
• Nonresponse bias
• Regression to the mean

Hypothesis testing is a formal procedure for investigating our ideas about the world using statistics. It is used by scientists to test specific predictions, called hypotheses , by calculating how likely it is that a pattern or relationship between variables could have arisen by chance.

Null and alternative hypotheses are used in statistical hypothesis testing . The null hypothesis of a test always predicts no effect or no relationship between variables, while the alternative hypothesis states your research prediction of an effect or relationship.

The null hypothesis is often abbreviated as H 0 . When the null hypothesis is written using mathematical symbols, it always includes an equality symbol (usually =, but sometimes ≥ or ≤).

The alternative hypothesis is often abbreviated as H a or H 1 . When the alternative hypothesis is written using mathematical symbols, it always includes an inequality symbol (usually ≠, but sometimes < or >).

A research hypothesis is your proposed answer to your research question. The research hypothesis usually includes an explanation (“ x affects y because …”).

A statistical hypothesis, on the other hand, is a mathematical statement about a population parameter. Statistical hypotheses always come in pairs: the null and alternative hypotheses . In a well-designed study , the statistical hypotheses correspond logically to the research hypothesis.

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Startseite » Newsroom » Blog » Product development through hypotheses: formulating hypotheses

Product development through hypotheses: formulating hypotheses

16. February 2018

Product development is confronted with the constant challenge of supplying the customer with a product that exactly meets his needs. In our new blog series, etventure’s product managers provide an insight into their work and approach. The focus is on hypothesis-driven product development. In the first part of the series, we show why and how to define a verifiable hypothesis as the starting point for an experiment.

For the development of new products, features and services as well as the development of start-ups, we at etventure rely on a hypothesis-driven method that is strongly oriented towards the “Lean Startup” 1  philosophy. Having already revealed our remedy for successful product development last week, we now want to take a closer look at the first step of an experiment – the formulation of the hypothesis.

“Done is better than perfect.” – Sheryl Sandberg

Where do hypotheses come from?

Scientists observe nature and ask many questions that lead to hypotheses. Product teams can also be inspired by observations, personal opinions, previous experiences or the discovery of patterns and outliers in data. These observations are often associated with a number of problems and open questions.

• Who is our target group?
• Why does X do this and not that?
• How can person X be motivated to take action Y?
• How can we encourage potential users to sign up for our service?

First of all, it is important that the team meets for brainstorming and becomes creative. Subsequently, those ideas are selected that are “true” from the team’s point of view and are therefore referred to as hypotheses.

What makes a good hypothesis?

Unlike science, we cannot afford to spend too much time on a hypothesis. Nevertheless, one of the key qualifications of every product developer is to recognize a well-formulated hypothesis. The following checklist serves as a basis for this:

A good hypothesis…

• is something we believe to be true, but we don’t know for sure yet
• is a prediction we expect to arrive
• can be easily tested
• may be true or false
• includes the target group
• is clear and measurable

Assumption  ≠ Fact

An assumption may be true, but it may also be false. A fact is always true and can be proven by evidence. Therefore, an assumption always offers an opportunity to learn something. If we already have strong evidence of what we believe in, we don’t need to test it again – there is nothing new to learn. However, we never accept anything as a fact until it has been validated. Awareness of this difference is essential for our product decisions. That’s why we keep asking ourselves questions: Do we have proof of our assumptions, are they facts, or does it end with assumption? In other words: Is it objectively measurable?

Human behaviour is often “predictably irrational”. 2 This is because our brain uses shortcuts when processing information to save time and energy. 3 This is also true in product development: We often tend to ignore evidence that our assumption might be wrong. Instead, we feel confirmed in existing beliefs. The good news is that these distortions are consistent and well known, so we can design systems to correct them. In order to avoid misinterpretations of the test results, it helps, for example, to make the following prediction: What would happen if my assumption was confirmed?

In order for hypotheses to be validated, it must be possible to test them in at least one, but preferably in different scenarios. Since both temporal and monetary resources are usually very limited, hypotheses must always be testable as easy as possible and with justifiable effort.

Testability and falsification

Learning means finding answers to questions. In product development, we want to know whether our assumption is true or not. When testing our ideas, we have to assume that both could happen. What is important is that both results are correct, both mean progress. This concept, is derived from science 4 and helps to avoid an always applicable hypothesis such as “Tomorrow it will either rain or not”.

Target group

Product development should mainly focus on the customer’s needs. Therefore, the target group must be included in the formulation of the hypothesis. This prevents distortion and makes the hypotheses more specific. During development, hypotheses can be refined or the target audience can be adapted.

Clarity and measurability

And last but not least, a hypothesis must always be clear and measurable. Complex hypotheses are not uncommon in science, but in practice it must be immediately clear what is at stake. Product developers should be able to explain their hypotheses within 30 seconds to someone who has never heard of the subject.

Why formulate hypotheses?

Product teams benefit in many ways if they take the time to formulate a hypothesis.

• Impartial decisions: Hypotheses reduce the influence of prejudices on our decision-making.
• Team orientation: Similar to a common vision, a hypothesis strengthens team thinking and prevents conflicts in the experimental phase.
• Focus: Testing without hypothesis is like sailing without a goal. A hypothesis helps to focus and control the experimental design.

How can good hypotheses be formulated?

Various blogs and articles provide a series of templates that help to formulate hypotheses quickly and easily. Most of them differ only slightly from each other. Product teams can freely decide which format they like – as long as the final hypothesis meets the above criteria. We have put together a selection of the most important templates:

• We believe that [this ability] will lead to [this result]. We will know that we have succeeded when [we see a measurable sign].
• I believe that [target group] will [execute this repeatable action/use this solution], which for [this reason] will lead to [an expected measurable result].
• If [cause], then [effect], because [reason].
• If [I do], then [thing] will happen.
• We believe that with [activity] for [these people] [this result / this effect] will happen.

The following hypotheses have actually been used by us in the past weeks and months. During the test phase some of them could be validated, others were rejected.

• After 1,000 visits to the registration page, the reduction of registration steps from 3 to 1 increases the registration rate for new visitors by 25%.
• This subject line increases the opening rates for newsletter subscribers by 15% after 3 days.
• If we offer online training to our customers, the number of training sessions will increase by 35% within the next 2 weeks.
• We believe that the sale of a machine-optimized packaging material to our customers will lead to a higher demand for our packaging material. We will know that we have been successful if we have sold 50% more packaging material within the next 4 weeks.

How to turn hypotheses into experiments?

Formulating good hypotheses is essential for successful product development. And yet it is only the first step in a multi-step development and testing process. In our next article you will learn how hypotheses become experiments.

Further links:

1  Eric Ries: The Lean Startup

2  Predictably Irrational: The Hidden Forces that Shape Our Decisions

3  Cognitive Bias Cheat Sheet

4  Karl Popper

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Domesticating horses had a huge impact on human society − new science rewrites where and when it first happened

Assistant Professor and Curator of Archaeology, University of Colorado Boulder

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Across human history, no single animal has had a deeper impact on human societies than the horse. But when and how people domesticated horses has been an ongoing scientific mystery.

Half a million years ago or more, early human ancestors hunted horses with wooden spears, the very first weapons , and used their bones for early tools . During the late Paleolithic era, as far back as 30,000 years ago or more, ancient artists chose wild horses as their muse: Horses are the most commonly depicted animal in Eurasian cave art .

Following their first domestication, horses became the foundation of herding life in the grasslands of Inner Asia , and key leaps forward in technology such as the chariot , saddle and stirrup helped make horses the primary means of locomotion for travel, communication, agriculture and warfare across much of the ancient world. With the aid of ocean voyages, these animals eventually reached the shores of every major landmass – even Antarctica, briefly.

As they spread, horses reshaped ecology, social structures and economies at a never-before-seen scale. Ultimately, only industrial mechanization supplanted their near-universal role in society.

Because of their tremendous impact in shaping our collective human story, figuring out when, why and how horses became domesticated is a key step toward understanding the world we live in now.

Doing so has proven to be surprisingly challenging. In my new book, “ Hoof Beats: How Horses Shaped Human History ,” I draw together new archaeological evidence that is revising what scientists like me thought we knew about this story.

A horse domestication hypothesis

Over the years, almost every time and place on Earth has been suggested as a possible origin point for horse domestication, from Europe tens of thousands of years ago to places such as Saudi Arabia, Anatolia, China or even the Americas.

By far the most dominant model for horse domestication, though, has been the Indo-European hypothesis, also known as the “Kurgan hypothesis.” It argues that, sometime in the fourth millennium BCE or before, residents of the steppes of western Asia and the Black Sea known as the Yamnaya, who built large burial mounds called kurgans, hopped astride horses. The newfound mobility of these early riders, the story goes , helped catalyze huge migrations across the continent, distributing ancestral Indo-European languages and cultures across Eurasia.

But what’s the actual evidence supporting the Kurgan hypothesis for the first horse domestication? Many of the most important clues come from the bones and teeth of ancient animals, via a discipline known as archaeozoology . Over the past 20 years, archaeozoological data seemed to converge on the idea that horses were first domesticated in sites of the Botai culture in Kazakhstan, where scientists found large quantities of horse bones at sites dating to the fourth millennium BCE.

Other kinds of compelling circumstantial evidence started to pile up. Archaeologists discovered evidence of what looked like fence post holes that could have been part of ancient corrals. They also found ceramic fragments with fatty horse residues that, based on isotope measurements, seem to have been deposited in the summer months, a time when milk could be collected from domestic horses.

The scientific smoking gun for early horse domestication, though, was a set of changes found on some Botai horse teeth and jawbones. Like the teeth of many modern and ancient ridden horses, the Botai horse teeth appeared to have been worn down by a bridle mouthpiece, or bit.

Together, the data pointed strongly to the idea of horse domestication in northern Kazakhstan around 3500 BCE – not quite the Yamnaya homeland, but close enough geographically to keep the basic Kurgan hypothesis intact.

There were some aspects of the Botai story, though, that never quite lined up. From the outset, several studies showed that the mix of horse remains found at Botai were unlike those found in most later pastoral cultures: Botai is evenly split between male and female horses, mostly of a healthy reproductive age. Killing off healthy, breeding-age animals like this on a regular basis would devastate a breeding herd. But this demographic blend is common among animals that have been hunted. Some Botai horses even have projectile points embedded in their ribs, showing that they died through hunting rather than a controlled slaughter.

These unresolved loose ends loomed over a basic consensus linking the Botai culture to horse domestication.

New scientific tools raise more questions

In recent years, as archaeological and scientific tools have rapidly improved, key assumptions about the cultures of Botai, Yamnaya and the early chapters of the human-horse story have been overturned.

First, improved biomolecular tools show that whatever happened at Botai, it had little to do with the domestication of the horses that live today. In 2018, nuclear genomic sequencing revealed that Botai horses were not the ancestors of domestic horses but of Przewalski’s horse , a wild relative and denizen of the steppe that has never been domesticated, at least in recorded history.

Next, when my colleagues and I reconsidered skeletal features linked to horse riding at Botai, we saw that similar issues are also visible in ice age wild horses from North America, which had certainly never been ridden. Even though horse riding can cause recognizable changes to the teeth and bones of the jaw, we argued that the small issues seen on Botai horses can reasonably be linked to natural variation or life history.

This finding reopened the question: Was there horse transport at Botai at all?

Leaving the Kurgan hypothesis in the past

Over the past few years, trying to make sense of the archaeological record around horse domestication has become an ever more contradictory affair.

For example, in 2023, archaeologists noted that human hip and leg skeletal problems found in Yamnaya and early eastern European burials looked a lot like problems found in mounted riders, consistent with the Kurgan hypothesis. But problems like these can be caused by other kinds of animal transport, including the cattle carts found in Yamnaya-era sites .

So how should archaeologists make sense of these conflicting signals?

A clearer picture may be closer than we think. A detailed genomic study of early Eurasian horses, published in June 2024 in the journal Nature , shows that Yamnaya horses were not ancestors of the first domestic horses, known as the DOM2 lineage. And Yamnaya horses showed no genetic evidence of close control over reproduction, such as changes linked with inbreeding.

Instead, the first DOM2 horses appear just before 2000 BCE, long after the Yamnaya migrations and just before the first burials of horses and chariots also show up in the archaeological record.

For now, all lines of evidence seem to converge on the idea that horse domestication probably did take place in the Black Sea steppes, but much later than the Kurgan hypothesis requires. Instead, human control of horses took off just prior to the explosive spread of horses and chariots across Eurasia during the early second millennium BCE.

There’s still more to be settled, of course. In the latest study, the authors point to some funny patterns in the Botai data, especially fluctuations in genetic estimates for generation time – essentially, how long it takes on average for a population of animals to produce offspring. Might these suggest that Botai people still raised those wild Przewalski’s horses in captivity, but only for meat, without a role in transportation? Perhaps. Future research will let us know for sure.

Either way, out of these conflicting signals, one consideration has become clear: The earliest chapters of the human-horse story are ready for a retelling.

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The Startup Hypothesis

How do you maximize the likelihood of your startup’s success?

A startup is a hypothesis — it’s a belief that your business will be successful because of x , y , or z .

To validate this hypothesis, we run a series of experiments to test a set of smaller sub-hypotheses.

For each sub-hypothesis (below), you and your stakeholders are attempting to convince yourselves that there is sufficient evidence to support each hypothesis so you can move on to the next stage of your startup.

When testing a sub-hypothesis, you should all agree on a single metric to track and an acceptance criterion for your hypothesis. For example, “if at least 10 out of 100 invited customers sign up to use our solution, then we accept that our customer acquisition hypothesis is true.”

Then, you run an experiment to gather data about your key metric to see if you have enough evidence to support your hypothesis.

If your key metric exceeds your acceptance threshold, then you provisionally accept that your hypothesis is true and move on to the next hypothesis. If not, you use feedback from your experiment to improve your solution — or you pivot to a different idea.

So, to help you validate your startup hypothesis, here are the individual sub-hypotheses that you should test — in the order that you should test them.

Problem Hypothesis

The problem hypothesis answers the question, “Do our potential customers actually have this problem?” For example, we might hypothesize that “People struggle to learn new tech skills.” Then you develop an acceptance criterion (e.g., if at least 20 out of 100 people we interview say that learning new tech skills is a significant problem they face, then we will accept our hypothesis is true.”)

To test this hypothesis, we run an experiment using either one-on-one interviews or a survey. We ask each participant a small number of questions (e.g., 3-5) to determine whether they experience the problem we’re attempting to solve. If a high enough percentage (e.g., 20%) agree that they experience the problem, our acceptance criterion is met, and we move forward to our next hypothesis.

As a startup, your goal is to solve a customer’s problem by providing a valuable solution. However, many startups start by building a solution to a hypothetical problem first—then discover later that the problem either doesn’t actually exist or isn’t big enough to generate sustainable revenue. This common but costly mistake is easily avoidable by validating your problem hypothesis as your first step.

Solution Hypothesis

The solution hypothesis answers the question, “Does our solution actually solve our customer’s problem?” For example, our hypothesis might be, “An AI tutor would help people learn new tech skills.” Our acceptance threshold might be, “If 50% of potential customers we interview agree that our solution would solve their problem, then we will accept our hypothesis is true.”

To test this hypothesis, we perform a second round of interviews or surveys. We propose our solution to potential customers (those who experience the problem we described) and ask them if they believe our solution will solve their problem. If we exceed our acceptance threshold, we move on to the next hypothesis. If not, we use their feedback to improve our solution and ask them again.

At this point in the product/solution development, we don’t want to start building our solution yet. Rather, we just need to communicate the key ideas of our solution to elicit feedback from interviewees. To do so, we create a few quick slides, diagrams, wireframes, mockups, or an explainer video. Our goal is to do the simplest thing possible to get feedback on our potential solution.

Acquisition Hypothesis

The acquisition hypothesis answers the question, “Will our customers actually use our solution?” For example, our hypothesis might be, “People will use our new AI tutor to learn new skills.” Our acceptance criteria might be, “If 5% of people we email sign up to try our service for free, then …”

To test this hypothesis, we create a Minimum Viable Product (MVP). An MVP is the simplest thing we can build that will provide the key value proposition of our solution. We offer a free or low-cost version of our MVP to a few select customers (called “friendlies”) who are willing to overlook all of the issues of a beta version of our solution and provide honest feedback to help us improve it.

Then, we determine whether enough potential customers start using our solution to solve their problem. If we meet our acceptance criteria, we move on to the next hypothesis. If not, we use feedback from customers who fail to start using our solution to determine what we need to improve to increase our customer acquisition going forward.

Retention Hypothesis

The retention hypothesis answers the question, “Will our customers continue using our solution?” For example, our hypothesis might be “Our existing customers will use our AI tutor (on average) 5 hours per week for at least three months”. We create an acceptance criterion based on these figures.

To test this hypothesis, we measure how long our customers use our solution, how frequently they visit our site, or a similar metric. We determine how many of our customers continue to use our solution on a regular basis. If a customer stops using our solution, we reach out to determine why they stopped using it and use this feedback to improve our solution and, thus, our customer retention.

Once we’ve met the acceptance threshold for customer retention, we move on to our next hypothesis. If not, we use their feedback to continue improving our solution until it meets our customers’ needs, and they continue using it regularly.

Revenue Hypothesis

The revenue hypothesis answers the question, “How much will our customers pay for our solution?” For example, our hypothesis might be, “Half of all potential customers will pay $9.99 per month for our AI tutor.” We then construct our acceptance criterion based on those numbers.

To test this hypothesis, we start charging customers real money to use our solution. If we exceed our acceptance threshold, we might consider increasing our price. If we are below our threshold, we either need to lower our price or add more features to justify our higher price point.

It might seem strange to delay testing your revenue hypothesis until this late in the startup process. However, if you provide something that makes or saves people money, then someone will pay you up to the amount of money your solution makes or saves them. All of the previous experiments ensure that you are building something of value. The revenue hypothesis determines how much value you are providing.

Scale Hypothesis

The scale hypothesis answers the question, “Can we scale our solution to build a sustainable business?” For example, our hypothesis might be, “We can scale our AI tutor to support 1 million customers per year.” We create our acceptance criterion based on the scale we need to make a profit. This is the point where our marginal revenue (i.e. revenue per customer) exceeds our fixed and marginal operating costs.

To test this hypothesis, we rebuild the MVP using software architecture best practices. In some cases, the MVP can be evolved into a scalable architecture. However, in most cases, it’s best to completely scrap the MVP and rebuild it from scratch using a more scalable and maintainable architecture.

When you build an MVP, you optimize for learning. You want to know that your solution is right as quickly as possible, at the expense of scalability and maintainability. However, when you build a sustainable solution, you optimize for scalability and maintainability. These two goals are in opposition — you can’t do both simultaneously.

In addition, the skills necessary to build MVPs vs. sustainable solutions differ significantly. Employees are typically good at either one or the other but not both. So, your startup employees might not be the right fit for running your business at scale. You might need to move them to other projects or let them go. It’s a tough call. However, it’s often necessary to ensure you have the right people for the next phase of your business — sustainable growth.

Once you’ve validated all of the sub-hypotheses in your startup hypothesis, you are ready to move on to the next phase of your business — sustained growth.

However, you can apply this type of hypothesis testing to each new product, service, or major feature you provide your customers. For each new product, service, or feature, you test the problem, solution, acquisition, retention, revenue, and scale hypotheses.

By continuously repeating this process, you ensure that every aspect of your business is rigorously tested and validated. This sets the foundation for ongoing success and sustainable growth.

There’s much more to creating a startup than simply validating these six hypotheses, though. If you’d like to learn more, I recommend reading The Lean Startup and Lean Analytics . These books provide valuable insights on using data science practices to increase the likelihood of your startup’s success.

In addition, if you’d like to learn more about using AI, ML, and data science to test your startup hypothesis, be sure to check out all of my online courses , videos , and articles .

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Value Hypothesis Fundamentals: A Complete Guide

Last updated on Fri Aug 23 2024

Imagine spending months or even years developing a new feature only to find out it doesn’t resonate with your users, argh! This kind of situation could be any worst Product manager’s nightmare.

There's a way to fix this problem called the Value Hypothesis . This idea helps builders to validate whether the ideas they’re working on are worth pursuing and useful to the people they want to sell to.

This guide will teach you what you need to know about Value Hypothesis and a step-by-step process on how to create a strong one. At the end of this post, you’ll learn how to create a product that satisfies your users.

Are you ready? Let’s get to it!

How a Value Hypothesis Helps Product Managers

Scrutinizing this hypothesis helps you as a developer to come up with a product that your customers like and love to use.

Product managers use the Value Hypothesis as a north star, ensuring focus on client needs and avoiding wasted resources. For more on this, read about the product management process .

Definition and Scope of Value Hypothesis

Let's get into the step-by-step process, but first, we need to understand the basics of the Value Hypothesis:

What Is a Value Hypothesis?

A Value Hypothesis is like a smart guess you can test to see if your product truly solves a problem for your customers. It’s your way of predicting how well your product will address a particular issue for the people you’re trying to help.

You need to know what a Value Hypothesis is, what it covers, and its key parts before you use it. To learn more about finding out what customers need, take a look at our guide on discovering features .

The Value Hypothesis does more than just help with the initial launch, it guides the whole development process. This keeps teams focused on what their users care about helping them choose features that their audience will like.

Critical Components of a Value Hypothesis

A strong Value Hypothesis rests on three key components:

Value Proposition: The Value Proposition spells out the main advantage your product gives to customers. It explains the "what" and "why" of your product showing how it eases a particular pain point.

This proposition targets a specific group of consumers. To learn more, check out our guide on roadmapping .

Customer Segmentation: Knowing and grasping your target audience is essential. This involves studying their demographics, needs, behaviors, and problems. By dividing your market, you can shape your value proposition to address the unique needs of each group.

Customer feedback surveys can prove priceless in this process. Find out more about this in our customer feedback surveys guide.

Problem Statement : The Problem Statement defines the exact issue your product aims to fix. It should zero in on a real fixable pain point your target users face. For hands-on applications, see our product launch communication plan .

Here are some key questions to guide you:

What are the primary challenges and obstacles faced by your target users?

What existing solutions are available, and where do they fall short?

What unmet needs or desires does your target audience have?

For a structured approach to prioritizing features based on customer needs, consider using a feature prioritization matrix .

Crafting a Strong Value Hypothesis

Now that we've covered the basics, let's look at how to build a convincing Value Hypothesis. Here's a two-step method, along with value hypothesis templates, to point you in the right direction:

1. Research and Analysis

To start with, you need to carry out market research. By carrying out proper market research, you will have an understanding of existing solutions and identify areas in which customers' needs are yet to be met. This is integral to effective idea tracking .

Next, use customer interviews, surveys, and support data to understand your target audience's problems and what they want. Check out our list of tools for getting customer feedback to help with this.

2. Finding Out What Customers Need

Once you've completed your research, it's crucial to identify your customers' needs. By merging insights from market research with direct user feedback, you can pinpoint the key requirements of your customers.

Here are some key questions to think about:

What are the most significant challenges that your target users encounter daily?

Which current solutions are available to them, and how do these solutions fail to fully address their needs?

What specific pain points are your target users struggling with that aren't being resolved?

Are there any gaps or shortcomings in the existing products or services that your customers use?

What unfulfilled needs or desires does your target audience express that aren't currently met by the market?

To prioritize features based on customer needs in a structured way, think about using a feature prioritization matrix .

Validating the Value Hypothesis

Once you've created your Value Hypothesis with a template, you need to check if it holds up. Here's how you can do this:

MVP Testing

Build a minimum viable product (MVP)—a basic version of your product with essential functions. This lets you test your value proposition with actual users and get feedback without spending too much. To achieve the best outcomes, look into the best practices for customer feedback software .

Prototyping

Build mock-ups to show your product idea. Use these mock-ups to get user input on the user experience and overall value offer.

Metrics for Evaluation

After you've gathered data about your hypothesis, it's time to examine it. Here are some metrics you can use:

User Engagement : Monitor stats like time on the platform, feature use, and return visits to see how much users interact with your MVP or mock-up.

Conversion Rates : Check conversion rates for key actions like sign-ups, buys, or feature adoption. These numbers help you judge if your value offer clicks with users. To learn more, read our article on SaaS growth benchmarks .

Iterative Improvement of Value Hypothesis

The Value Hypothesis framework shines because you can keep making it better. Here's how to fine-tune your hypothesis:

Set up an ongoing system to gather user data as you develop your product.

Look at what users say to spot areas that need work then update your value proposition based on what you learn.

Read about managing product updates to keep your hypotheses current.

Adaptation to Market Changes

The market keeps changing, and your Value Hypothesis should too. Stay up to date on what's happening in your industry and watch how users' habits change. Tweak your value proposition to stay useful and ahead of the competition.

Here are some ways to keep your Value Hypothesis fresh:

Do market research often to keep up with what's happening in your industry and what your competitors are up to.

Keep an eye on what users are saying to spot new problems or things they need but don't have yet.

Try out different value statements and features to see which ones your audience likes best.

To keep your guesses up-to-date, check out our guide on handling product changes .

Common Mistakes to Avoid

While the Value Hypothesis approach is powerful, it's key to steer clear of these common traps:

Avoid Confirmation Bias : People tend to focus on data that backs up their initial guesses. But it's key to look at feedback that goes against your ideas and stay open to different views.

Watch out for Shiny Object Syndrome : Don't let the newest fads sway you unless they solve a main customer problem. Your value proposition should fix actual issues for your users.

Don't Cling to Your First Hypothesis : As the market changes, your value proposition should too. Be ready to shift your hypothesis when new evidence and user feedback comes in.

Don't Mix Up Busywork with Real Progress : Getting user feedback is key, but making sense of it brings real value. Look at the data to find useful insights that can shape your product. To learn more about this, check out our guide on handling customer feedback .

Value Hypothesis: Action Points

To build a product that succeeds, you need to know your target users inside out and understand how you help them. The Value Hypothesis framework gives you a step-by-step way to do this.

If you follow the steps in this guide, you can create a strong value proposition, check if it works, and keep improving it to ensure your product stays useful and important to your customers.

Keep in mind, a good Value Hypothesis changes as your product and market change. When you use data and put customers first, you're on the right track to create a product that works.

Want to put the Value Hypothesis framework into action? Check out our top templates for creating product roadmaps to streamline your process. Think about using featureOS to manage customer feedback. This tool makes it easier to collect, examine, and put user feedback to work.

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How to Write a Marketing Plan and 4 Types to Explore

People have been making plans since, well, forever. Whether it’s figuring out a road trip, or just deciding what’s for dinner, plans help us stay on track, avoid mess-ups, and actually get things done.

Now, a marketing plan might not be as fun as planning your next weekend getaway, but it’s just as, if not more, important. A good marketing plan keeps your business focused, organized, and ready for whatever comes your way. 

That’s why it’s pretty surprising to us that a recent study found 67% of small and medium businesses don’t have one.

This guide is going to break down everything you need to know to create a marketing plan that actually works.

What’s a Marketing Plan?

A marketing plan is a strategic document used for getting your marketing efforts together, organized, running smoothly, and keeping track of how they’re going. It keeps your marketing teams aligned and on target because “winging it” is a surefire way to crash and burn. 

By putting all your strategies and marketing activities in writing, you’ll stay on track and monitor your marketing campaign’s progress, avoiding setbacks and mistakes.

Marketing Plan vs. Business Plan

Now that you’ve got a decent understanding of what a marketing plan is, let’s talk a bit about what it’s NOT. 

First off, it’s not the same as a business plan. They’re pretty different actually.

A marketing plan is all about your marketing goals, strategies, target market and tactics. It’s a focused plan for getting your marketing right. On the other hand, a business plan covers everything about your business, we’re talking finances, operations, you name it. It helps you decide how to use your resources and make big decisions as you grow. 

So, think of a marketing plan as a smaller piece of the business plan puzzle.

Marketing Plan vs Marketing Strategy

Next, let’s talk about the difference between a marketing plan and a marketing strategy. This one is a little trickier because they’re closely related but not quite the same thing.

A marketing strategy is all about how you’re going to hit a specific goal. It’s your game plan for picking campaigns, creating content, choosing marketing channels, and using marketing automation tools to see how things are going. 

On the other hand, a marketing plan is the big picture. It’s your master guide that pulls together all your strategies and shows how they fit into your overall marketing and business goals.

How to Write a Marketing Plan

Start with your business mission.

Your first step in writing a marketing plan is to nail down your mission. This mission should focus on what your marketing wants to achieve, but it should also connect to your company’s big-picture goals (AKA your business objectives).

For example, if you run an online accounting platform, your main mission might be to provide accessible, user-friendly accounting services. Your marketing mission could be something like “to attract new customers by highlighting the benefits of online accounting over more traditional accountancy firms.”

This mission sets the stage for everything else in your plan and lays the groundwork for a solid strategy. So, be sure to really take some time to think about what it is that you want to achieve and how it’s going to tie in to your overall business goals.

Figure Out the KPIs for Your Mission

You’ve set your mission and figured out your goals yay! Now, you need to decide how you’ll measure success. That’s where key performance indicators (KPIs) come in.

KPIs are just the numbers that tell you how well your marketing is doing. They help you set short-term goals and keep your bosses happy (they love seeing those numbers).

For example, if your mission is “to attract more leads to your multi-line phone system landing page,” you might track things like how many people visit the page, how many target customers fill out the contact form, or how many sign up for a demo. Each of these is a KPI showing how well you’re doing. 

If you’re curious about which KPIs to set, start by reviewing your marketing data to understand where your brand might be falling behind. This will help you to set your objectives and determine where you should focus your efforts. 

Then, decide how you’re going to measure your success. For example, if you’re focused on improving sales, you’ll want to track conversions, whereas if you’re focused on boosting your customer satisfaction rating, you’ll want to track customer feedback surveys from your cloud contact center .

Know Who Your Target Audience Is

The best way to really know your target audience is to create buyer personas. 

A buyer persona is basically a detailed profile of the type of people you want to attract created using data sources, such as your Google Analytics, social media platforms, and virtual call centers , that all feed into your CRM platform. It often includes information such as age, gender, location, family size, job title, and more descriptive categories such as ‘interested in fashion’ or ‘early adopter.’

Each persona should match up with your current and potential customers. So, if you’re selling high-end tech gadgets, your persona might be a tech-savvy 30-something who lives in a city and loves the latest gadgets.

Strategy and Execution

Here’s where you get down to the fun stuff, actually making your marketing plan work. This is where you’ll spell out how you’re going to make things happen and why you’re choosing certain tactics.

Are you investing in ads for your social media channels, TV spots, or something else? And if you’re sending out email newsletters, when’s the best time to hit send? 

Don’t forget to plan your timing and frequency schedules, too. This just means figuring out the best times and how often to run your campaigns so you get the most bang for your buck.

Nail these details, and you’ll have a marketing plan that rolls out smoothly and actually shows you what’s working.

Set Your Marketing Budget

Every marketing plan needs a budget. Setting one will keep you on track, avoid runaway costs, and help you spend your cash where it counts. 

So, figure out how much you’re willing to invest and make sure it aligns with your larger marketing plan. This way, you’ll have a plan that works without breaking the bank.

A rule of thumb is that B2B companies typically spend around 2 to 5% of their revenue on marketing. For B2C companies, it’s usually a bit higher; we’re talking between 5 and 10%.

Adjust your Plan

Last but definitely not least, it’s time to start tweaking and fine-tuning. Your marketing plan isn’t a set-it-and-forget-it deal. 

Sometimes, things just don’t go as planned. You might test a new marketing idea featuring an interactive video call for your nearest and dearest clients. But if it’s not getting the results you expected, it’s time to tweak your strategy.

Stay flexible, keep an eye on how things are performing, and be ready to make adjustments.

4 Types of Marketing Plans

You need different marketing plans for different goals. Think about it. If you’re launching a new product, you’re not gonna use the same game plan as you would for getting your CEO to go viral.

So, here’s a breakdown of five must-have marketing plans:

New Product Launch Marketing Plan

This plan is your go-to for creating a splashy launch. It’s all about getting people excited and making sure your new product grabs all the attention it deserves. You want people to be shouting about this product from the rooftops, after all.

Content Marketing Plan

This maps out what type of content strategies you’ll whip up (whether it’s blogs, videos, hilarious memes, or livestreams) and how you’ll use it to captivate your audience. It’s your content calendar on steroids.

Social Media Marketing Plan

Likes, follows, mentions, and shares. This plan is all about making sure your social media game is on point. You’ll decide which platforms to focus on (Instagram for eye-catching visuals, Twitter for quick updates, LinkedIn for professional networking, etc.), plan your content schedule, and craft engaging posts that keep your followers hooked. Plus, you’ll track the performance of your posts to see what’s working and what’s not.

SEO marketing plan

Ever clicked onto page 8 of Google? Us either. This SEO plan is all about making sure you don’t end up there. It’s basically your blueprint for climbing those search engine rankings and getting noticed. You’ll figure out the best keywords to target, tweak your website to make it search-engine friendly, and create content that makes Google—and your audience—happy.

These are just four of the many marketing plans out there. There are also email marketing plans, digital marketing plans, marketing technology plans, PR & advertising plans, and more.

Final Thoughts

So there you have it. We’ve covered the basics of crafting a killer marketing plan, from setting your mission to choosing the right tactics for your goals.

Remember, your marketing plan isn’t a “one-and-done” deal. It’s a living, breathing document that needs updating as you learn what works best for your customer base and improve your marketing tactics. 

For all you business owners out there, if you’re feeling a bit overwhelmed about having to make a comprehensive marketing plan, don’t worry. You can find plenty of marketing plan templates online to help get you started. These templates can guide you through the process and make sure you cover all the essential bases.

How do I set marketing goals and objectives?

Marketing goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Start by identifying what you want to achieve (e.g., increase brand awareness, generate leads, boost sales), and then define the metrics you’ll use to measure success.

How often should I update my marketing plan?

Marketing plans should be reviewed and updated regularly, at least annually, or more frequently if your business environment changes significantly. Regular updates ensure your strategies remain aligned with your current goals and market conditions.

Originally published Sep 01, 2024

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What’s the best way to go about lead generation for your business? While there’s no simple answer to that question, there are a few steps you can take to give your company the best chance of identifying and reaching your ideal customers. In this article, we’ll show you how you can develop an effective lead ...

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Relying exclusively on revenue from book sales can limit your income. This wall could be reached because of seasonal demand for your content, or your reliance on sales only through bookstores, also known as “bricks and clicks.”

As an independent author, you may have a small target market, inadequate planning, or insufficient funds for book promotion . The list goes on, but the fact remains that a variety of circumstances can conspire to limit the sale of your books, and subsequently your income.

This concept of multiple sources of revenue does not mean adding additional titles. In fact, there are plenty of ways for you to generate greater book profits without writing more books. Achieving multiple sources of revenue can be accomplished through a combination of products and services, such as product sales (line and brand extensions) combined with author extensions (conducting seminars, making personal presentations, and consulting) or other activities that stimulate additional cash flow.

There are two characteristics go into creating a profitable hybrid offering. The first is to offer complementary products and services. An example would be consulting with clients after they purchase your book. The other is independence , or the ability for your customer to derive value from each offering separately. For example, your customer can learn from your book without also attending your seminar.

When combinations of products and services are examined this way, three bundles emerge. These are product-focused, brand-focused, or author-brand focused bundles. Taken together as a hybrid marketing strategy, they deliver a single message to several audiences in different ways. The result is increased revenue and profitability.

Table of Contents: • Product-focused bundles • Brand-focused bundles • Author-brand focused bundles • Marketing your book

Product-focused bundles

If you prefer to focus on selling tangible products, you might choose a strategy of creating line extensions. Line extensions consist of introducing additional items in the same product category under the same brand name. Examples include offering an author’s content as an eBook , audiobook , booklet, or in a large-print edition.

The Chicken Soup for the Soul series provides examples of independent line extensions reflected in the titles: Chicken Soup for the Dieter’s Soul, Entrepreneur’s Soul, Parent’s Soul and Writer’s Soul . This series may also be complementary because the content is delivered in the form of cartoon books, picture books, daily inspirations, large-print books, and Spanish titles. Book translation is an easy way to broaden your audience and create complementary content without reinventing the wheel.

There are many benefits of product-focused bundles. They are independent because customers could buy them separately, yet complementary because combining them can enhance their value. For example, I added a CD option to my book, Beyond the Bookstore . The content of the individually available CD augmented what was in my book without duplicating it. Product-focused bundles also expand your brand’s presence on retail shelves, offer customers more variety. This can increase overall sales, revenue, and profits. These extended lines yield more efficient prospecting since numerous products are more likely to meet the varied needs of potential corporate buyers. Independent, complementary extensions yield greater marketing efficiency since overall promotional costs are spread among a variety of products.

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Brand-focused bundles

With this strategy, you use an existing brand name to launch products in other categories. Jack Canfield and Mark Victor Hansen again provide good examples of brand extensions. For example, there was a Chicken Soup for the Soul television series in addition to branded greeting cards, pet treats, giftware, puzzle books, and sleepwear. These are also complementary since they may be sold in similar places and ways. These could be sold near their books online and through gift shops, direct marketing, and specialty stores.

There are many benefits for the publisher who implements a branding strategy. Building your author brand can enhance brand equity among present and new users as it makes your brand more relevant and visible. A branding strategy encourages sales of multiple products at the same time. In addition, it can help you build a customer following while maintain higher price and profitability levels.

Author-brand focused bundles

Multitalented authors may choose this strategy to stimulate revenue. While publishers are not paid for the author’s additional services, they receive the revenue from the book’s sales. And the halo effect from a well-known author stimulates book sales for current and future titles.

Authors can extend their brand through writing articles, consulting, or making personal presentations on their topics. They can also build revenue and an aura of expertise by conducting seminars and webinars, producing podcasts, and contributing to blogs.

These actions are complementary since authors can speak to groups , then sell books following their presentations. In addition to demonstrating their command of their subject, they are paid a speaking fee and for the sale of their books. As their reputations grow from contributing articles and blog content, their book sales increase proportionately.

An author-brand strategy is highly independent since each element stands on its own. Yet the combined impact of an assorted marketing strategy increases long-term revenue as it solidifies its base. It also helps authors differentiate themselves from their competitors while selling a commoditized product.

A hybrid marketing strategy can increase your top and bottom lines by customizing a productive bundle for each author. It can improve long-term market share and profitability by being scalable. Multiple sources of revenue permit sub-branding to leverage the halo effect. Hybrid offerings attract new customers and increase demand among existing ones by giving them more ways to purchase content. And they enable publishers to boost their revenue and improve liquidity at low risk.

Marketing your book

Lastly, as you look to generate revenue in multiple ways, don’t forget about book marketing. This can be a lucrative source of profits, and since there are several types of marketing strategies, it can even provide multiple sources of revenue. If you need help with book marketing , contact the experts at BookBaby to learn more.

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