Glossary

Creative hypothesis

A testable statement connecting a specific creative choice to an expected audience response and a decision.

Useful form

For a named audience and context, changing X is expected to affect Y; the result will inform decision Z. Include a primary observation, guardrail, and alternative explanation.

Example

A shorter instruction is expected to increase playable starts without reducing completion among starters; the result decides which opening enters the next export set.

Write it in the creative test matrix.