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Empiricism - what is evidence?

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Recently, I have been thinking about empiricism and the concept of "experiment". I wonder if anyone has already described how to conduct experiments in such a way that their results are reliable?

I can easily imagine a Product Owner confusing correlation or accident with a cause-effect relationship after conducting a single experiment.

 In evidence-based medicine the concept of a "placebo" and a "control group" are known. It's not so easy in business. 

What are your thoughts?


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