This is taken from the Lean Startup. In hard to understand some of the terms out of context but the jist is important.
This is the pattern: poor quantitative results force us to declare failure and create the motivation, context, and space for more qualitative research. These investigations produce new ideas – new hypotheses – to be tested, leading to a possible pivot. Each pivot unlocks new opportunities for further experimentation, and the cycle repeats. Each time we repeat this simple rhythm: establish the baseline, turn the engine, and make a decision to pivot or persevere.
Hypotheses – Create Test – Experiment – Collect/Analyze Data – Rinse and Repeat