A method includes generating a control set, based on input received via a user interface, the control set comprising at least a first product of a product category type. The method further includes generating a test set, based on input received via the user interface, the test set comprising at least a second product of the product category type other than the first product in the control set. The method further includes changing a feature of the second product in the test set, the feature being visible on a web page via the internet, while maintaining the feature of the first product in the control set. The method further includes measuring competitor or consumer responses to the changing. The method further includes generating a recommendation based on the measured competitor or consumer responses.