Core Idea

Business testing relies on evidence, not internal belief or customer opinions alone.

Weak Evidence

• Surveys
• Opinions
• “I would use this”

Strong Evidence

• Purchases
• Usage behaviour
• Repeat engagement
• Referrals
• Time invested

Principle

What people do is more reliable than what people say.

Types of Evidence

• Qualitative — motivations and behaviours
• Quantitative — measurable outcomes and metrics

Key Insight

Behavioural evidence is the strongest form of validation.

Links

• Mastering Business Testing
• Idea 04 - Learning Comes From Synthesising Evidence

Reference

Strategyzer (2026) Strategyzer | Mastering Business Testing. Available at: https://www.strategyzer.com/ (Accessed: 28 May 2026).

Last Updated: 31/05/26