Experimentation may conjure up images of mad scientists in labs hunched over strange concoctions - but it’s not just for scientists. Most of the world’s leading companies run experiments to help them make decisions about which course of action will yield best results. The engineers at Google, for instance, are always testing different page layouts and algorithms to determine what will lead to the greatest number of click-throughs.

However, as one pundit once put it…there are lies, damn lies and statistics. A poorly designed experiment may yield skewed data that is not an accurate reflection of the reality. And how can you test when there might be dozens or even hundreds of variables that will influence the outcome? Luckily there is an answer in the form of a tried and tested method: Design of Experiments.

In this Process Perspectives podcast, Mark Kiemele, President and Co-Founder of Air Academy Associates, argues that Design of Experiments is underutilized in the business environment today and explains why he thinks it's more critical than ever before.

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