Start with a Hypothesis
Form a falsifiable hypothesis and evidence plan before beginning open-ended analysis.
Hook Research without a hypothesis often becomes a museum tour: lots to see, little to decide. Teach A hypothesis is a provisional answer that focuses investigation. It is not a guess you protect. It is a claim you are willing to test. Good hypotheses are specific, causal, and falsifiable. 'Churn is a problem' is not a hypothesis. 'Churn among customers under $500 monthly recurring revenue is driven more by slow activation than by price sensitivity' is testable. It points you toward segment comparison, activation timing, cancellation reasons, and renewal objections. The danger is confirmation bias. Teams sometimes state a hypothesis…
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