The Discovery section helps teams put rapid experimentation at the center of their work and to help managers track, analyze and disseminate the knowledge gained, in order to accelerate their ideas. 

Research and Experiments provide the structure necessary to design and run great tests (avoiding common cognitive biases), and are flexible enough to support a variety of applications and starting points. How do you decide which to use between these two? Read more below and check out our Knowledge Center.


Research is an exploratory activity that involves outlining what you are trying to learn, what you are going to do to learn, and then gathering data (in the form of Evidence). Once that data is collected, the team analyzes the data and its impact on the project.


Experiments are similar to Research, with more focus on testing live user behavior, and with a clearly-articulated hypothesis that can be proven or disproven. The team decides the criteria to evaluate success before running the experiment, then they gather data, before finally analyzing it.

Move Through Phases

There are three phases of each Research and Experiment: Plan, Run, and Analyze.

  • Plan: structure your test and add basic information of what you're trying to learn and how you'll learn it. Learn how to Plan Research or Plan Experiments.

  • Run: connect or create corresponding evidence to a test, and for Experiments, indicate the metrics by which you will determine its success in achieving your expected outcome. Learn how to Run Research or Run Experiments.

Read our blog post on Continuous Discovery.

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