Hi Leema,
I’m a bit new to all of this, so pardon the naivete. But since you are here, let’s get to it.
- Your book has no software requirements, but it offers sound practical advice. If I were to start right now, what software would you recommend?
- Also, on software, I noticed in your substack, you used Convert(and even interviewed them), but their solution seems pricey for starters/beginners. What are some affordable options for AB testing?
- Next, the A/B testing phobia. To me the hard part of A/B testing is not really the application/implementation of it(after all it’s just thoughts, math and software) I think that what companies and people seem to fear most is what negative feedback the testing process may reveal i.e. this feature sucks, I hate this update, get rid of this, bring back the old, if you don’t change it back, we are leaving!. Have you experienced any cases like this in your career? Any advice for the phobics?
- Finally, how heavy or demanding is the number crunching? I know theoretically that we have metrics and data pipelines, so from the hardware side of things, we are good, but what about the human resources? Since we are testing hypotheses, the math geek in me is already thinking of null hypotheses, probabilities and the like. But what about the non-math geeks? Should they be scared? Do we need some data scientists/statisticians?
- Bonus question: What is the native pronunciation of your first name, Leemay? From the video, both yours and Dave’s pronunciations sounded very American and the “y” at the end was silent.
Also, fun fact, your surname Nassery sounds somewhat similar to the Swahili word: Jasiri, meaning brave, which coincidentally shares the same historical meaning in Persian for your surname 
Thanks in advance for the answers, and thank you, team Pragmatic, for another AMA!