What A/B Testing Teams Can Learn from 40 Years of Oncology Trial Mistakes
What oncology learned the hard way—and tech keeps relearning.
Experimental Design
When Every Company Becomes a Trialist
In 2014, during a major snowstorm, Uber ran a randomized test by turning off surge pricing for a subset of riders. Some waited longer. Others never got a ride at all. It wasn’t just a pricing tweak. It was a trial of behavior, supply, and equity. Trials, once reserved
When the p-value Was Enough
Rethinking Trial Design Through ISIS-2