If your only research is A/B testing, you are late!
It's called testing for a reason, not research. You're only testing something that is already done based on your assumptions.
I love this now already famous infographic by Mark Ritson which visually shows the way of order: diagnosis-strategy-execution.
True nuggets of insights are found in the diagnosis phase, way before anything concrete comes. When you observe, ask, and listen to people.
And then, based on your market research, everything else follows.
A/B testing is great, but if it's not built upon market research, you are shooting in the dark.
Some marketers don't like market research. At least that was my experience.
And I get it. It takes time, slows you down, and sometimes it's not that straightforward.
But if you've seen proper market research in action, you know it's the way to go! 🚶🏼