B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
20%
20% -- average expected effect size for creative testing experiments (2026)
For most tests, 20% is used as the standard expected effect size based on an average across 8,000 experiments.
- The course contains a general disclaimer that it is a work of fiction and data may be fictitious
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Lighthouse Research Team
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
8,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
app.vexpower.com
Primary
Tier C
https://app.vexpower.com/sim/what-type-of-game-do-people-want/ ↗
Source Article
What type of game do people want? – Performance Branding
Original Research
app.vexpower.com
· Original study ↗
Methodology
Average effect size observed across 8,000 A/B experiments, cited as standard for test planning
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
creative testing experiments: 20% average expected effect size. Source: app.vexpower.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/average-effect-size-creative-tests-8000-experiments
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<blockquote cite="https://lighthousedata.io/data/average-effect-size-creative-tests-8000-experiments" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- average expected effect size for creative testing experiments<br><small>Source: app.vexpower.com (2026) · <a href="https://lighthousedata.io/data/average-effect-size-creative-tests-8000-experiments" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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