What Is the One Variable You Never Change Mid-Test?

RivertrafficOfficial

RivertrafficOfficial

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Changing several things at once makes it almost impossible to understand what worked. Which variable do you always keep fixed until the test is finished?
 
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I usually keep the audience fixed until the test is finished. If the audience changes too, it becomes hard to tell whether the result came from the test or from reaching different people.
 
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