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Context: Software startups develop innovative, software-intensive products. Given the uncertainty associated with such an innovative context, experimentation, an approach based on validating assumptions about the software product through data obtained from diverse techniques, like A/B tests or interviews, is valuable for these companies. Relying on data rather than opinions reduces the chance of developing unnecessary products or features, improving the likelihood of success, especially in early development stages, when implementing unnecessary features represents a higher risk for companies’ survival. Nevertheless, researchers have argued that the lack of clearly defined practices led to limited adoption of experimentation. Since the first step of the approach is to define hypotheses, testable statements about the software product features, based on which software development teams will create …