Who’s Who in Experimentation 2025

The definitive guide to the people shaping how the world tests, learns, and grows.

Welcome to the new standard in experimentation recognition.

For years, our “Experimentation Influencers List” highlighted the voices moving our industry forward. In 2025, we’re evolving — with more credibility, more community input, and a broader lens.

Introducing Who’s Who in Experimentation.

An annual showcase of the thinkers, builders, and leaders making experimentation smarter, stronger, and more impactful.

We conduct in-depth research each year to create a must-follow list of the minds shaping experimentation today. The goal is to spotlight individuals you can follow to learn more about A/B testing, CRO, and experimentation.

The Hall of Fame

These are the legends. Individuals whose ideas have transformed how companies experiment. They’ve pioneered methodologies, inspired practitioners, and left a lasting mark on the field. Entry is by invitation, recognition, and proven impact.

To be inducted into the Who’s Who in Experimentation Hall of Fame, candidates must have been featured on the Experimentation Influencers List and/or the Who’s Who list for at least three consecutive years.

Check the rules and eligibility →

The 2025 Selectees

Selectees represent the brightest experimentation talent of the year. They’re the practitioners making a difference inside their companies and contributing to the broader conversation through thought leadership, content, or collaboration.

We use a transparent, points-based system to assess each nominee. Key factors include: nominator type, prior recognition, current role, awards & recognition, content and thought leadership, community impact & diversity and audience reach

Check the rules and eligibility →

Who’s Who in Experimentation is more than a list — it’s a community-driven recognition of the people making experimentation matter.

Who’s Who in Experimentation

Hall of Fame

Selectees

Continental Europe

United Kingdom

North America