Values and beliefs are the big ideas that are prevalent due to historical, philosophical and societal influences. In our Western world we consider ourselves to be individuals with the freedom of speech and decision-making. We also tend to value science over spiritualism (hence why Experimentation works so well for us).

What values, morals and beliefs can look like for Experimentation Culture:

Should you push people to buy more tickets on gambling websites by changing the default to 15 tickets? Should you track people’s location and use that in your personalization?

Common ethical rules: - Do no harm: avoiding experiments that could cause physical, emotional, or financial harm. - Make sure the test is aligned with customer interests and company goals. - Don’t focus on short term goals only (ideally an Overall Evaluation Criterion includes both). Simply put; you can increase Conversion while doubling the number of cancellations within two weeks. You want to keep track of both metrics to get the full picture.

**Check if your test is Ethical**

- The “mom” check: would your ***mother*** approve? If you feel ashamed or bad, don't do it. Your mom probably taught you values and morals and she's a great reminder.
- The Front-Page Test: How would you feel if what you are testing showed up tomorrow on the front pages of the national newspaper and they would ‘spin’ why you had done it in a bad way?
- The Regret Test: if a user feels regret after making a purchase, it could indicate that the action was manipulative rather than a nudge toward a genuinely desired choice.. So, make sure to measure cancellations and churn.

Examples