Mass democratisation and access to AB test tooling has meant that hundreds of millions of experiments have been run on people, via digital products and services.  Although we are not running pharmaceutical trials and tests, these experiments still raise numerous ethical issues that are shared with research or experiments in a medical scenarios. 

Craig Sullivan joins us to explore the topic. Craig has been experimenting and optimising websites and digital services for decades and has been regular guest on UXPodcast since the start.

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