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We believe insights are the key to remarkable experiences.

It's our mission to build world-class insight cultures through consulting, research, and experimentation.

We’ve been in the experimentation space for nearly 20 years. With that tenure comes some beliefs.

We believe in discovering the people behind the data.

Those “visitor” numbers piling up in your analytics platform are more than data points. They are people. And they have intentions. Discovering your customer’s intent is one of the most rewarding outcomes of testing, and one of the most difficult.

We combine quantitative data with qualitative research to uncover customers’ motivations, actions and needs. Only then can we improve and personalize their journey, honoring their intent and creating a loyalty-inducing experience.

We believe that testing should create impact.

Experimentation should measurably improve your bottom line. Sometimes it’s through simple changes. Sometimes it’s through assumption-shattering insights that ripple through your entire organization.

Testing allows you to create impact by proactively improving the experience you create for your customers.

Win fast. Fail fast. Learn from every test and iterate to find the balance between your customer’s agenda and that of your company.

People often ask me, ‘What’s the difference between experimentation and optimization?’ Experimentation is a way of operating, but Optimization is a positive outcome of experimenting. There are other reasons to experiment besides optimizing, and there are other ways of optimizing besides experimenting. At Brooks Bell, we teach our clients to experiment in the right way, while also measuring our clients’ success via an optimized online user experience.

— Brooks Bell

Executive Chairman

Our journey.

The history, legacy and future of Brooks Bell.

It started in 2003.

That year, the Human Genome Project was completed, all of your friends had BlackBerries and “online testing” for most people conjured up thoughts of multiple-choice quizzes.

It was during this time that Brooks Bell found herself fascinated by the culture of testing everything at AOL. At the time, Brooks was designing pop-up ads and emails for the online powerhouse, which was still fighting the good fight with that startup Google.

Recognizing the value of experimenting to improve the user experience, and knowing that very few companies were testing, Brooks seized the opportunity to launch Brooks Bell, Inc.

Brooks Bell featured in Money Matters article

The original experimentation consultancy was born.

When asked why she started Brooks Bell, it’s clear to Brooks.

“Companies need to drive growth while also staying connected to their customers. I started this company because it was clear that experimentation was the best path to do both. And to do both at scale.” -Brooks Bell, CEO

Brooks’s vision was perfectly timed with the explosion of customer data, as well as technology that allows companies to quickly pivot strategies in a scientifically valid way. The internet is built for testing. So is Brooks Bell.

A history of success, and continued company growth every year.

Over the years, Brooks Bell has honed our client list, solutions, team and more. But we’ve never changed her vision of creating experimentation programs with impact and helping organizations use their data to become more customer centric.

Today, Brooks Bell is 50-experts strong with offices headquartered in Raleigh, North Carolina.

While we were born of experimentation, we’ve expanded into personalization, analytics, behavioral economics and customer journeys. Like the industry itself, we’ve evolved to build on data to help clients stay connected to their customers. We continue to offer our deep technical and statistical knowledge, our white-glove customer service, our worldview grounded in analytics and, of course, southern hospitality.

Spreading the love for testing, one gong at a time.

At Brooks Bell, we have a ritual to bang a gong every time we officially launch a test. It’s a way to get the team excited about our latest experiment and a reminder that their hard work has a tangible outcome.

To share our excitement for testing, we also send a gong to new clients as a welcome gift. Banging the gong helps perpetuate a vibrant testing culture by including the entire team in celebrating the hard work that goes into launching a test.

Original Brooks Bell Gong


Meet the Brooks Bell executive team.