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Overview

By default all campaign ideas are created with an interactive campaign hypothesis builder which guides you through a number of best practises when creating a new campaign. This ensures that:
  1. All campaign ideas are created in a structured, uniform way
  2. All campaign ideas align with your teams growth goal
  3. All campaign ideas can be evaluated prioritised automatically once created

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The Importance of Hypotheses

In growth marketing, effective campaigns don’t happen by chance — they start with a clear, testable hypothesis. A well-defined hypothesis turns assumptions into structured insights, helping teams understand why an idea might work and what measurable impact it’s expected to deliver. This clarity ensures every campaign contributes to real business outcomes rather than isolated marketing activity. The Hypothesis Builder in Growth Method helps teams create these business-impacting campaigns with confidence. By guiding you through defining your assumptions, outlining the expected results, and linking each hypothesis to campaign objectives, it transforms ideas into actionable experiments. This process not only drives better decision-making and prioritisation but also builds a repeatable system for continuous learning and growth across all marketing initiatives.

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Hypothesis Kit v4

Our Campaign Hypothesis Builder uses an adapted version of Craig Sullivan’s Hypothesis Kit framework. The hypothesis kit is the result of many years of discussion and iteration by professionals working in experimentation and conversion rate optimisation. The hypothesis kit v4 structure is as follows:
Based on (data/research) we believe that (change) for (population) will cause (impact). We will know this when we see (metric) or (feedback) This will be good fo Customers, Partners and our Business (because)

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Growth Method Hypothesis Builder

We have adapted the Hypothesis Builder in Growth Method, taking advantage of real-time chat and AI-tooling to walk customers through creating a best practise hypothesis. Click ‘New Idea’ in the app to start the process.
  1. What observation, insight, data, or research sparked this experiment idea? What have you noticed about your prospects, users, or customers?
  2. What specific change are you planning to make based on that observation?
  3. What do you expect will happen after making this change? What impact are you hoping to see?
  4. Your primary team goal is: goal. What additional metrics will you track to help tell a complete story about your experiment’s outcome?

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Scoring

This structured approach to campaigns enables more accurate prioritisation of campaign ideas and work, as it allows teams to compare initiatives based on their potential impact, strength of assumptions, and alignment with measurable goals. By standardising how ideas are framed and evaluated, teams can focus resources on the most promising campaigns and make data-informed decisions with greater confidence.

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Resources

https://growthmethod.com/growth-hypothesis/ https://growthmethod.com/hypothesis-kit/