At hotels.com we’re pretty test-driven. We’re testing stuff all the time on the site with multi-variate or A/B tests of various kinds. But as I always point out, doing tests (or indeed any kind of quantitative or qualitative research) is easy. It’s what you do with the results that count. So when I see a test proposal, I always ask myself “what if?” What if the result is X, what would that tell us? And if it is Y or Z? Could we use that informati…