The Experimentation Field Book

This book is a hands-on manual for crafting and conducting useful experiments in real-life settings.

Jeanne Liedtka is the United Technologies Corporation Professor of Business Administration at the Darden Graduate School of Business Administration at the University of Virginia and a leading expert and author on design thinking.

Elizabeth Chen is the design thinking lead at Innovate Carolina, the unit for innovation, entrepreneurship, and economic development at the University of North Carolina at Chapel Hill.

Natalie Foley is the director of advisory services for Opportunity@Work, a startup social enterprise, where she uses experimentation to launch new products and services. Previously, she was the CEO of Peer Insight, a venture studio and innovation consulting firm.

David Kester is the managing director and founder of the strategic design consultancy DK&A and the executive training school Design Thinkers Academy London. He is a former CEO of the UK Design Council and honorary professor at Warwick Business School.

Jeremy Hutchison-Krupat, University of Cambridge Judge Business School:
The Experimentation Field Book covers the end-to-end process of experimentation in a very accessible way. An excellent and logical work.

Stephen Jamieson, Global Head of Circular Economy Solutions, SAP:
In an ever-evolving world filled with challenges, the power to leverage innovation is paramount for individuals, teams, and organizations alike. Yet, navigating the practicalities of adopting new technologies and facilitating successful change can be a daunting endeavor. Enter The Experimentation Field Book – a refreshingly pragmatic guide that offers actionable insights for tackling transformational goals, whether they are small-scale initiatives or larger endeavors. With this invaluable resource at your disposal, you'll not only embrace change but also lead it with exceptional effectiveness.

Alex Cowan, author of Hypothesis-Driven Development: A Guide to Smarter Project Management:
With software and AI consuming more and more economic value, it's not an exaggeration to say experiments are the future of business. Without the creative confidence this book offers, you're playing at a disadvantage.

Jeremy Myerson, director, WORKTECH Academy, and professor emeritus, Royal College of Art:
Experiments are conducted every day in business to test if new ideas work before investing heavily in them. But many companies lack the right skills to experiment effectively. This book provides an indispensable guide all the way through, from framing the experiment and gathering the evidence for it to building the prototype, analyzing the results, and making the right adaptations. It’s sharp, succinct, and actionable, with four great case studies driving the narrative. And you won’t need to go near a science lab to learn the process!

Eddie Obeng, professor of innovation and entrepreneurship, Henley Business School, and innovation lead and educator, Pentacle: The Virtual Business School:
It used to be that we would tinker, try things out, prototype, and ask around and see how our vision of a new service formed. Forget how it used to be. Experimentation has grown up. The ideas and templates in this practical and accessible field book are the most clear and concise I’ve ever seen on using intelligent experimentation to surge through to success, collaboratively and cost-effectively.

Graham Henshaw, director of the Alan B. Miller Entrepreneurship Center, William and Mary:
Liedtka, Chen, Foley, and Kester present the most detailed and structured articulation of the experimentation process I've seen outside of the sciences. The Experimentation Field Book allows those skilled in the art to put these methods to practice immediately.

Edward D. Hess, professor emeritus of business administration, Darden School of Business, and author of fifteen books including Own Your Own Work Journey! The Path to Meaningful Work and Happiness in the Age of Smart Technology and Radical Change:
This is one of those rare books that everyone should read. We are in the era of smart technology that will require every person and organization to learn, unlearn, and relearn at the pace of technological change. This book will help you become a faster, better learner.