My point about the Pepsi challenge is that it would have produced the same erroneous results if they ran it in a way that only exposed consumers to one or the other. This is because the flaw was that they were measuring satisfaction after a sip or whatever opposed to a full can.
It's about what you actually measure versus what you think you are measuring. In this case, the can satisfaction vs versus the sip.
Short term spend or churn could be examples. For an information serving website, examples might be mistaking time on the site or pages viewed for user satisfaction and finding the information they want.
It's about what you actually measure versus what you think you are measuring. In this case, the can satisfaction vs versus the sip.
Short term spend or churn could be examples. For an information serving website, examples might be mistaking time on the site or pages viewed for user satisfaction and finding the information they want.