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* Companies evaluating pricing strategies
* Retailers testing merchandising layouts across their door base
* Retailers testing operational staffing and labor practices
* The UK government, through research projects such as the College for Teaching and Learning's Close the Gap: Test and learn <ref>{{Cite web | url=https://www.gov.uk/government/publications/closing-the-gap-test-and-learn | title=Closing the gap: Test and learn}}</ref>
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