http://exp-platform.com/hippo.aspx

“Practical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO”, where HiPPO = Highest Paid Person’s Opinion, was recommended to my by my friend and A/B testing guru Jesse Farmer. The paper, while clearly academic in style, is only eight pages and actually gets into some good details which are not covered well elsewhere.