Category

Experimentation Culture

A successful experiment on its own is great, but it becomes even more significant when it is part of a sustainable bigger picture.

About the category

A successful experiment on its own is great, but it becomes even more significant when it is part of a sustainable bigger picture. We welcome these kinds of cases because we want industry peers to learn from the growth that companies are experiencing in the field of experimentation culture. The underlying themes that we distinguish are:

  • What actions did you take to enhance the quantity or quality of experiments in your organization?
  • What steps did you take to bolster support for experimentation within your organisation?
  • Did you conduct experiments aimed at cultivating a culture of experimentation within your organisation?
  • Biggest Organisational Impact: How did your experimentation program produce a result that influenced the organisation? This can include external factors such as phasing out/starting up a product/service or entering new markets, as well as internal factors such as process optimisation and/or organisational change.
  • Best Stakeholder Business Case: How did an experiment (or series of experiments) contribute to convincing internal stakeholders? This includes securing budgets and creating buy-in within the management of your organisation.

How to submit a case

1. Carefully review the if your case fits the category and criteria and submission rules before submitting your entry.
2. Download and fill in the entry format.

Download Entry Format

3. Enter your details below and upload the entry format in PDF.
4. Click SUBMIT CASE
5. Block all important dates in your agenda

Entries can be submitted in Dutch or English.

Important dates

19 September (before 17:00)
Deadline case submission

29 September
Announcement of the nominees

7 October
Jury Day: nominees present their case to the jury via an online videocall

6 November
Presentations of all nominees at Experimentation Heroes 2025 and the announcement of the winners

Examples of previous Experimentation Culture Winners

NS International

Debunking A/B testing illusions: the path to reliable results

Since 2016, NS International has used A/B testing to improve conversions. After many results failed to replicate, the team—together with Professor Kobe Millet (VU Amsterdam)—revised its approach. By distinguishing between exploratory and confirmatory tests, applying stricter statistical standards, and testing more selectively, NS International shifted from volume to validity. This led to more reliable insights, stronger decisions, and a more transparent experimentation culture.

Jury Conclusion

According to the jury, this case shows an innovative shift from quantity to quality in experimentation. NS International redefined success, embraced alternative validation methods, and collaborated with academia to improve rigor. Their willingness to challenge their own methods sets a strong example, balancing business needs with smarter, more impactful testing.

TomTom

Navigate and Drive an Effective Experimentation Program

To boost experimentation culture, TomTom focused on three things:

  1. Structured Process
    Each sprint starts with clear growth topics. TomTom uses Miro framework to turn data into insights, themes, and new test ideas. Every topic leads to 3–4 concepts, pre-validated during the sprint.

  2. Decentralized Ownership
    Teams manage their own Airtable experiment base, all linked to a central master file for full visibility.

  3. Continuous Navigation
    Weekly D2C check-ins keep everyone aligned on progress, priorities, and outcomes.

Jury Conclusion

TomTom came out as the winner due to its structured, data-driven approach, strategic focus on growth areas, and effective quality control and tracking. The jury also valued the strong emphasis on motivating and involving employees in the experimentation process.

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      Questions?

      If you have any questions about submitting a case, please contact DDMA:

      Email: merelbracht@ddma.nl
      Phone: +31 20 452 84 13