Brooks Bell’s analytics firm, Brooks Bell Inc., which she founded in Raleigh in 2003, focuses on testing and optimization for companies such as Adobe, American Eagle Outfitters, American Express, AOL, and Brooks Brothers and is the first agency to focus exclusively on digital experimentation. Bell, who majored in psychology at Duke, also cofounded ThinkHouse and HQ Raleigh, two residential entrepreneurial communities in Raleigh that support the growing startup ecosystem.

What do you love the most about the testing/optimization world?