Sunday, December 22, 2013

Moving from Idea: Considerations and Constraints in Hypothesis Marketing


The primary fuel for hypothesis generation is the observation.   From this hypothesis, experiments can be performed to test its validity, first and foremost by systematically replicating the observation in controlled conditions, primarily to destroy the hypothesis.  If the hypothesis is unable to be defeated, then it stands.  In many cases, you are fighting a battle that you know you will lose.  This hypothesis, upon multiple victories, then becomes a theory which can be applied not only to purely scientific pursuits but to new product design, new policy design, or in business case development for example.  However, several considerations must be made before undertaking a rigorous set of experimental investigations regardless of the purpose.   One must first ask, is the project feasible?  This basic question plays into both considerations and constraints to a given project.