Mark Palfreeman, Senior Business Intelligence Manager at Flutter UK and co-founder of Experimentation North, joins Efestra's Manuel da Costa to challenge the industry's obsession with "culture of experimentation." Mark argues for rejecting velocity-focused testing in favor of a "culture of learning," exposing how testing tools have become "guns in the Wild West" that prioritize running more experiments over generating actionable insights. Through candid discussion about challenges, trust gaps between experiment results and business reality, and the dangerous democratization of testing without proper governance, this conversation reveals why most "mature" experimentation programs are busy but not valuable - and what organizations should focus on instead.

In this thought-provoking episode, Jonny Longden shares insights from his 20-year journey in experimentation, explaining why the vast majority of what gets called "experimentation" doesn't make sense and how the industry got trapped in tactical thinking rather than strategic value creation.