example of marketing research hypothesis

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Designing Hypotheses that Win: A four-step framework for gaining customer wisdom and generating marketing results

There are smart marketers everywhere testing many smart ideas — and bad ones. The problem with ideas is that they are unreliable and unpredictable . Knowing how to test is only half of the equation. As marketing tools and technology evolve rapidly offering new, more powerful ways to measure consumer behavior and conduct more sophisticated testing, it is becoming more important than ever to have a reliable system for deciding what to test .

Without a guiding framework, we are left to draw ideas almost arbitrarily from competitors, brainstorms, colleagues, books and any other sources without truly understanding what makes them good, bad or successful. Ideas are unpredictable because until you can articulate a forceful “because” statement to why your ideas will work, regardless of how good, they are nothing more than a guess , albeit educated, but most often not by the customer.

20+ years of in-depth research, testing, optimization and over 20,000+ sales path experiments have taught us that there is an answer to this problem, and that answer involves rethinking how we view testing and optimization. This short article touches on the keynote message MECLABS Institute’s founder Flint McGlaughlin will give at the upcoming 2018 A/B Testing Summit virtual conference on December 12-13 th . You can register for free at the link above.

Marketers don’t need better ideas; they need a better understanding of their customer.

So if understanding your customer is the key to efficient and effective optimization and ideas aren’t reliable or predictable, what then? We begin with the process of intensively analyzing existing data, metrics, reports and research to construct our best Customer Theory , which is the articulation of our understanding of our customer and their behavior toward our offer.

Then, as we identify problems/focus areas for higher performance in our funnel, we transform our ideas for solving them into a hypothesis containing four key parts :

If [we achieve this in the mind of the consumer]
By [adding, subtracting or changing these elements]
Then [this result will occur]
Because [that will confirm or deny this belief/hypothesis about the customer]

By transforming ideas into hypotheses, we orient our test to learn about our customer rather than merely trying out an idea. The hypothesis grounds our thinking in the psychology of the customer by providing a framework that forces the right questions into the equation of what to test . “The goal of a test is not to get a lift, but to get a learning,” says Flint McGlaughlin, “and learning compounds over time.”

Let’s look at some examples of what to avoid in your testing, along with good examples of hypotheses.

“Let’s advertise our top products in our rotating banner — that’s what Competitor X is doing.”

“We need more attractive imagery … Let’s place a big, powerful hero image as our banner. Everyone is doing it.”

“We should go minimalist … It’s modern, sleek and sexy, and customers love it. It’ll be good for our brand. Less is more.”

“If we emphasize and sample the diversity of our product line by grouping our top products from various categories in a slowly rotating banner, we will increase clickthrough and engagement from the homepage because customers want to understand the range of what we have to offer (versus some other value, e.g., quality, style, efficacy, affordability, etc.).”

“If we reinforce the clarity of the value proposition by using more relevant imagery to draw attention to the most important information, we will increase clickthrough and ultimately conversion because the customer wants to quickly understand why we’re different in such a competitive space.”

“If we better emphasize the primary message be reducing unnecessary, less-relevant page elements and changing to a simpler, clearer more readable design, we will increase clickthrough and engagement on the homepage because customers are currently overwhelmed by too much friction on this page.”

The golden rule of optimization is “Specificity converts . ” The more specific/relevant you can be to the individual wants and needs of your ideal customer, the more likely the probability of conversion. To be as specific and relevant as possible to a consumer, we use testing not as merely an idea-trial hoping for positive results, but as a mechanism to fill in the gaps of our understanding that existing data can’t answer. Our understanding of the customer is what powers the efficiency and efficacy of our testing .

In Summary …

Smart ideas only work sometimes, but a framework based on understanding your customer will yield more consistent, more rewarding results that only improve over time. The first key to rethinking your approach to optimization is to construct a robust customer theory articulating your best understanding of your customer. From this, you can transform your ideas into hypotheses that will begin producing invaluable insights to lay the groundwork for how you communicate with your customer.

Looking for ideas to inform your hypotheses? We have created and compiled a 60-page guide that contains 21 crafted tools and concepts, and outlines the unique methodology we have used and tested with our partners for 20+ years. You can download the guide for free here: A Model of Your Customer’s Mind

What is a Hypothesis – Types, Examples and Writing Guide

Table of Contents

In research, a hypothesis is a clear, testable statement predicting the relationship between variables or the outcome of a study. Hypotheses form the foundation of scientific inquiry, providing a direction for investigation and guiding the data collection and analysis process. Hypotheses are typically used in quantitative research but can also inform some qualitative studies by offering a preliminary assumption about the subject being explored.

A hypothesis is a specific, testable prediction or statement that suggests an expected relationship between variables in a study. It acts as a starting point, guiding researchers to examine whether their predictions hold true based on collected data. For a hypothesis to be useful, it must be clear, concise, and based on prior knowledge or theoretical frameworks.

Key Characteristics of a Hypothesis :

Testable : Must be possible to evaluate or observe the outcome through experimentation or analysis.
Specific : Clearly defines variables and the expected relationship or outcome.
Predictive : States an anticipated effect or association that can be confirmed or refuted.

Example : “Increasing the amount of daily physical exercise will lead to a reduction in stress levels among college students.”

Types of Hypotheses

Hypotheses can be categorized into several types, depending on their structure, purpose, and the type of relationship they suggest. The most common types include null hypothesis , alternative hypothesis , directional hypothesis , and non-directional hypothesis .

1. Null Hypothesis (H₀)

Definition : The null hypothesis states that there is no relationship between the variables being studied or that any observed effect is due to chance. It serves as the default position, which researchers aim to test against to determine if a significant effect or association exists.

Purpose : To provide a baseline that can be statistically tested to verify if a relationship or difference exists.

Example : “There is no difference in academic performance between students who receive additional tutoring and those who do not.”

2. Alternative Hypothesis (H₁ or Hₐ)

Definition : The alternative hypothesis proposes that there is a relationship or effect between variables. This hypothesis contradicts the null hypothesis and suggests that any observed result is not due to chance.

Purpose : To present an expected outcome that researchers aim to support with data.

Example : “Students who receive additional tutoring will perform better academically than those who do not.”

3. Directional Hypothesis

Definition : A directional hypothesis specifies the direction of the expected relationship between variables, predicting either an increase, decrease, positive, or negative effect.

Purpose : To provide a more precise prediction by indicating the expected direction of the relationship.

Example : “Increasing the duration of daily exercise will lead to a decrease in stress levels among adults.”

4. Non-Directional Hypothesis

Definition : A non-directional hypothesis states that there is a relationship between variables but does not specify the direction of the effect.

Purpose : To allow for exploration of the relationship without committing to a particular direction.

Example : “There is a difference in stress levels between adults who exercise regularly and those who do not.”

Examples of Hypotheses in Different Fields

Null Hypothesis : “There is no difference in anxiety levels between individuals who practice mindfulness and those who do not.”
Alternative Hypothesis : “Individuals who practice mindfulness will report lower anxiety levels than those who do not.”
Directional Hypothesis : “Providing feedback will improve students’ motivation to learn.”
Non-Directional Hypothesis : “There is a difference in motivation levels between students who receive feedback and those who do not.”
Null Hypothesis : “There is no association between diet and energy levels among teenagers.”
Alternative Hypothesis : “A balanced diet is associated with higher energy levels among teenagers.”
Directional Hypothesis : “An increase in employee engagement activities will lead to improved job satisfaction.”
Non-Directional Hypothesis : “There is a relationship between employee engagement activities and job satisfaction.”
Null Hypothesis : “The introduction of green spaces does not affect urban air quality.”
Alternative Hypothesis : “Green spaces improve urban air quality.”

Writing Guide for Hypotheses

Writing a clear, testable hypothesis involves several steps, starting with understanding the research question and selecting variables. Here’s a step-by-step guide to writing an effective hypothesis.

Step 1: Identify the Research Question

Start by defining the primary research question you aim to investigate. This question should be focused, researchable, and specific enough to allow for hypothesis formation.

Example : “Does regular physical exercise improve mental well-being in college students?”

Step 2: Conduct Background Research

Review relevant literature to gain insight into existing theories, studies, and gaps in knowledge. This helps you understand prior findings and guides you in forming a logical hypothesis based on evidence.

Example : Research shows a positive correlation between exercise and mental well-being, which supports forming a hypothesis in this area.

Step 3: Define the Variables

Identify the independent and dependent variables. The independent variable is the factor you manipulate or consider as the cause, while the dependent variable is the outcome or effect you are measuring.

Independent Variable : Amount of physical exercise
Dependent Variable : Mental well-being (measured through self-reported stress levels)

Step 4: Choose the Hypothesis Type

Select the hypothesis type based on the research question. If you predict a specific outcome or direction, use a directional hypothesis. If not, a non-directional hypothesis may be suitable.

Example : “Increasing the frequency of physical exercise will reduce stress levels among college students” (directional hypothesis).

Step 5: Write the Hypothesis

Formulate the hypothesis as a clear, concise statement. Ensure it is specific, testable, and focuses on the relationship between the variables.

Example : “College students who exercise at least three times per week will report lower stress levels than those who do not exercise regularly.”

Step 6: Test and Refine (Optional)

In some cases, it may be necessary to refine the hypothesis after conducting a preliminary test or pilot study. This ensures that your hypothesis is realistic and feasible within the study parameters.

Tips for Writing an Effective Hypothesis

Use Clear Language : Avoid jargon or ambiguous terms to ensure your hypothesis is easily understandable.
Be Specific : Specify the expected relationship between the variables, and, if possible, include the direction of the effect.
Ensure Testability : Frame the hypothesis in a way that allows for empirical testing or observation.
Focus on One Relationship : Avoid complexity by focusing on a single, clear relationship between variables.
Make It Measurable : Choose variables that can be quantified or observed to simplify data collection and analysis.

Common Mistakes to Avoid

Vague Statements : Avoid vague hypotheses that don’t specify a clear relationship or outcome.
Unmeasurable Variables : Ensure that the variables in your hypothesis can be observed, measured, or quantified.
Overly Complex Hypotheses : Keep the hypothesis simple and focused, especially for beginner researchers.
Using Personal Opinions : Avoid subjective or biased language that could impact the neutrality of the hypothesis.

Examples of Well-Written Hypotheses

Psychology : “Adolescents who spend more than two hours on social media per day will report higher levels of anxiety than those who spend less than one hour.”
Business : “Increasing customer service training will improve customer satisfaction ratings among retail employees.”
Health : “Consuming a diet rich in fruits and vegetables is associated with lower cholesterol levels in adults.”
Education : “Students who participate in active learning techniques will have higher retention rates compared to those in traditional lecture-based classrooms.”
Environmental Science : “Urban areas with more green spaces will report lower average temperatures than those with minimal green coverage.”

A well-formulated hypothesis is essential to the research process, providing a clear and testable prediction about the relationship between variables. Understanding the different types of hypotheses, following a structured writing approach, and avoiding common pitfalls help researchers create hypotheses that effectively guide data collection, analysis, and conclusions. Whether working in psychology, education, health sciences, or any other field, an effective hypothesis sharpens the focus of a study and enhances the rigor of research.

Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). SAGE Publications.
Trochim, W. M. K. (2006). The Research Methods Knowledge Base (3rd ed.). Atomic Dog Publishing.
McLeod, S. A. (2019). What is a Hypothesis? Retrieved from https://www.simplypsychology.org/what-is-a-hypotheses.html
Walliman, N. (2017). Research Methods: The Basics (2nd ed.). Routledge.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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