Know what to test, when to trust the result, and what to do next. Practical guides for analysts, growth teams, and founders.
Walk into any major retail site and look at how many decisions a shopper makes before completing a purchase. Product discovery. Filtering. Comparison. Sizing.
Zhu, Yang, and Hsee documented the Mere Urgency Effect in 2018 — subjects systematically chose objectively worse-rewarded tasks when those tasks were…
Kahneman, Knetsch, and Thaler's 1990 Cornell mug experiment proved that ownership roughly doubles perceived value.
Robert Zajonc's 1968 paper documented that humans like things more the more often they see them, even when the things are meaningless squiggles.
In 2011, JCPenney hired the executive who'd built Apple's retail empire to do the same for them.
Festinger's 1957 cognitive dissonance research showed that the moment after purchase is when customers are most psychologically vulnerable.
Dan Ariely's MIT candy experiment showed 257% more foot traffic when truffles cost zero instead of one cent.
On October 14, 2012, Felix Baumgartner free-fell 24 miles from the edge of space in front of 8 million live YouTube viewers, with Red Bull's logo on his helmet.
For thirty years Patrick Winston gave a single lecture at MIT called 'How to Speak.' His central claim: the packaging of an idea matters more than its content.
Katzenberg and Whitman raised $1.75 billion before writing a line of code. Quibi launched in April 2020 and shut down by October.
Four practitioners at SusHi Tech Tokyo 2026 proposed designing cities the way you'd design a movie.
When the Mini Cooper relaunched in the United States in 2002, the marketing didn't hide the car's size — it made the smallness the entire campaign.
Charlie Munger's most useful idea wasn't about investing — it was that behavioral biases compound non-linearly when stacked.
In 1977, Lee Ross at Stanford asked students if they'd wear a sandwich board on campus.
In 1985, Coca-Cola ran 191,000 blind taste tests over four years and spent $4M validating a new formula. New Coke failed catastrophically within three months.
Steve Jobs and Ron Johnson didn't benchmark Best Buy when designing the Apple Store.
In 1885, Hermann Ebbinghaus mapped how human memory decays over time. Coca-Cola's $4 billion annual ad budget is a defense against his curve.
In the 1940s, a New York office building solved a slow-elevator complaint problem by installing mirrors instead of upgrading the lifts.
In 2001, two MIT researchers ran an auction for Boston Celtics and Red Sox tickets.
The average American grocery carries 30,000 SKUs. Aldi carries 1,650. The German discounter run for decades by a pair of reclusive billionaires earns $662…
In 2009, Jared Spool published one of the most consequential UX case studies in modern e-commerce: a major retailer was losing roughly $300M a year because…
Japan is being positioned as the world's last viable testbed for preventing political polarization.
Your funnel measures who showed up — not who never came back, told coworkers to stay away, or triggered a class action. Find the costs your dashboard misses.
Japan's Prime Minister Takaichi appeared at SusHi Tech Tokyo 2026 with three explicit startup policy pillars.
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