Null hypothesis

In market research, the term null hypothesis defines the statement that says that no statistically significant difference will be seen between the variants after running a test, or that a particular variable will have no effect on the final results of a test. The statement is expressed in a negative way, and the marketer or researcher will try to disprove it. The alternative to a null hypothesis is a test hypothesis which predicts that a specific variable or change will have an effect on the result.