Randomized controlled trials (RCT) are a statistical method that allows estimating the impact that a certain change or innovation could have, isolating it from environmental factors and selection biases.
In RCTs, random groups are created and are statistically identical in everything except that some are exposed to a treatment (change or innovation). This method revolutionized medicine and in recent years has transformed the evaluation of public policies and businesses.
We recommend performing RCTs with substantial differences in early stages, to discover pivots of the business model. In more advanced stages, this is a powerful technique to optimize business models.
Dividing our potential clients into random groups allowed us to discover the optimal priceRicardo Martin - Manager Dercocenter