Bhav, Head of Analytics at Huel, joins Will Laurenson to explore how experimentation, data, and critical thinking power growth. From the limits of A-B testing to alternative methods of causal inference, Bhav reveals how to balance rigorous measurement with brand realities, including Huel’s 22,000-store omnichannel presence. They discuss loyalty programmes, referral strategies, and why resisting deep discounting protects brand equity. If you want to understand how to build a culture of testing while keeping customers at the centre, this episode is for you.