"I definitely use a framework when I run tests. This helps me to keep things standardized and also helps ensure that I don't forget any steps in the process. I typically begin by determining my objective(s) and hypothesis for the experiment. Next, I decide what steps I will take to carry out the test and how much this will cost. When thinking about cost, I don't just consider monetary but also how many hours of work by both marketing and developers/designers. Then I outline my expected results. Finally, I get the actual results, draw specific insights from them, and then determine next steps."

"I most commonly use a lean startup framework or customer development framework. When necessary, I suggest pirate funnels, which are always useful. Now, depending on the business, how established they are, and what they hope to accomplish, I might use another framework, such as AARRR or Bullseye. But only when it seems appropriate to their needs."