Hypothesis testing provides organizations with a structured approach to evaluate assumptions using data, reducing reliance on intuition and enhancing decision accuracy. By validating decisions with ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

“One Guinness, please!” a customer says to a barkeep, who flips a branded pint glass and catches it under the tap. The barkeep begins a multistep pour process lasting precisely 119.5 seconds, which, ...

A century ago, two oddly domestic puzzles helped set the rules for what modern science treats as "real": a Guinness brewer charged with quality control and a British lady insisting she can taste ...