Every campaign in Growth Method starts as an idea, created with an interactive hypothesis builder. The builder walks you through best practices from growth, CRO, and experimentation, so every idea is structured the same way, aligns with your growth goal, and can be scored and prioritised automatically.
Why hypotheses matter
Effective campaigns start with a clear, testable hypothesis. A well-defined hypothesis turns assumptions into structured insight: it makes explicit why an idea might work and what measurable impact you expect. That clarity keeps every campaign tied to a business outcome rather than isolated activity, and it builds a repeatable system for learning over time.
The hypothesis format
The builder uses an adapted version of Craig Sullivan’s Hypothesis Kit (v4), refined over years by practitioners in experimentation and conversion rate optimisation:
Based on (data or research) we believe that (change) for (population) will cause (impact). We will know this when we see (metric) or (feedback). This will be good for customers, partners, and our business (because).
Using the builder
Select New Idea in the app to start. You’ll answer three questions that give the builder enough context to draft a high-quality hypothesis:
- What observation, insight, data, or research sparked this idea? What have you noticed about your prospects, users, or customers?
- What specific change are you planning, and what results are you hoping to see? (Your active team goal is shown here for context.)
- What additional metrics will you track to tell the full story of the campaign’s outcome?
Scoring
Because every idea is framed the same way, Growth Method can score and prioritise ideas automatically by potential impact, strength of assumptions, and alignment with your goal. See campaign idea scoring.