Glossary/Measurement & Attribution/Null Hypothesis
Measurement & Attribution
Null Hypothesis
The default assumption in a statistical test that there is no real difference or effect between groups.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The null hypothesis is the default assumption in a statistical test that there is no real difference or effect between groups. An experiment collects evidence against it; if results would be very unlikely under the null hypothesis, it is rejected in favor of a real effect. Failing to reject it does not prove that no effect exists.