{
 "slug": "test-matrix-one-variable",
 "name": "One variable per test",
 "category": "publish",
 "group": "Before posting",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "A result you can read: you know why the winner won.",
 "use_when": "Testing hooks and formats, organic or paid.",
 "phrase": "each variant gets an id, a hypothesis, the one thing it changes, what stays fixed, a cost, an observation window and the result that would justify the next test",
 "pitfalls": [
  {
   "text": "Ten creatives that differ in everything can find a winner and still not tell you why.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas"
  },
  {
   "text": "Stage A explores formats. Stage B tests three hooks on one body, character, demo and call to action.",
   "evidence": "practitioner",
   "source": "Director Chair notes on AI UGC army (Jake Castillo)"
  },
  {
   "text": "On one account a re-shot winning script, the same script with the tool's name swapped and the winning take with a new opener all landed under the median.",
   "evidence": "measured",
   "source": "Director Chair notes on Reel Kit (Justyn The AI Guy)"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [
  "trial-reels-hook-test",
  "angles-before-hooks",
  "read-two-numbers"
 ],
 "rights": "own-work",
 "evidence": "practitioner",
 "source": {
  "url": null,
  "note": "Own words from Director Chair field notes on hooks and ideas and Director Chair notes on AI UGC army (Jake Castillo)"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/publish/test-matrix-one-variable",
 "markdown": "https://directorchair.ai/publish/test-matrix-one-variable.md",
 "prompts": {
  "chat": "Give me a step-by-step plan I can follow this week, for a short video about [your product], for [your audience]. The technique is one variable per test: a result you can read: you know why the winner won. How it works: each variant gets an id, a hypothesis, the one thing it changes, what stays fixed, a cost, an observation window and the result that would justify the next test. It is right for: testing hooks and formats, organic or paid. Ten creatives that differ in everything can find a winner and still not tell you why. Stage A explores formats. Be concrete: numbers, seconds and settings, no theory. Ask me one question first if something you need is missing."
 },
 "licence": {
  "code": "MIT",
  "text": "CC BY 4.0",
  "third_party": "Clips and card texts inside a \"licensed\" block belong to their makers and are shown with permission and credit."
 }
}