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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryMeasurement & AttributionNull Hypothesis

Measurement & Attribution

Null Hypothesis

The default assumption in a statistical test that there is no real difference or effect between groups.

By Brandon MinaCEO, BrandPilot AIUpdated 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.