Quantitative Methods · Research Methods

TestLab: A/B Testing and Evidence-Based Management

Simulation where participants design and execute A/B tests at StreamFlow, a digital fitness platform, learning hypothesis testing, statistical pitfalls, and evidence-based decision-making across four experiment rounds.

4 rounds Executive

Preview

Who it is for

An advanced simulation for participants used to working with the main frameworks and trade-offs of the subject, designed for executive education and experienced professionals.

How a session runs

  1. The instructor creates a session from the Eureka dashboard and invites the participants.
  2. Participants play 4 rounds. In each one they submit their decisions and the simulation calculates the results.
  3. The instructor follows each participant's progress and results from the dashboard, and uses the class results for the debrief.

Decisions participants make

The decisions participants make during the simulation:

  • Sample Size (per group)
  • Test Duration
  • Primary Metric Focus
  • Multiple Comparison Correction
  • Result Checking Strategy
  • Ship Decision

What participants track

What participants follow on screen as the rounds go by:

  • Experiment Briefing
  • Your Experiment Design
  • Experiment Results
  • Experiment History

Subjects covered

Designed for courses in Research Methods.

  • Case Study Method & Case Analysis
  • Experimental Design & A/B Testing
  • Hypothesis Testing & Statistical Inference

Ready to use TestLab: A/B Testing and Evidence-Based Management with your students?

Contact us and we'll set you up with a free trial session.

Contact us