Listen to Episode 112: “When Are A/B Tests Experiments?” with Dave Hardisty, Associate Professor of Marketing and Behavioural Science at UBC Sauder School of Business
(37 minutes; posted Feb. 25, 2026)
Dave Hardisty returns to the podcast to talk about A/B tests, which are a popular and useful tool to help us determine which version of something works best. However, A/B tests run on online platforms like Google and Facebook aren’t actually true experiments because of the way platforms try to optimize engagement for each version. Dave shares why this matters, options for online true experiments, and best practices for online platform A/B tests.
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