Analysis
The first phase of the four-phase process: analyze the current situation and/or learnings from the previous cycle before forming hypotheses.
Definition
The first phase of the four-phase process: analyze the current situation and/or learnings from the previous cycle before forming hypotheses.
More context
Analysis turns “we should try X” into a reasoned view of the current constraint. It includes reviewing metrics, qualitative inputs, and the previous cycle’s learnings to decide what problem you are solving next.
Why it matters
Without analysis, experimentation becomes random activity. With it, hypotheses are grounded and prioritization becomes tractable.
How to use it
Start each cycle by reviewing KPI movement, segment-level signals, and what you learned last cycle; then write the problem statement you’ll address.
Common pitfalls
Over-analysis that delays testing, or analysis that is disconnected from the KPI you’re trying to move.
Related terms
- Hypothesis — A specific, testable statement about what change could improve a KPI. In the process, you typically form 1–3 hypotheses per cycle.
- Prioritization — The phase where you select what to test next based on likelihood of success, resource intensity (time/money), and scalability.
- KPI (Key Performance Indicator) — A measurable number used to guide decisions and evaluate progress. The first step in the process is choosing a KPI that can be measured periodically.
- Testing cycle — A recurring cadence (often weekly or biweekly) where you run the four-phase process end-to-end and document learnings.