Who belongs in the first-week cohort

If you drop every active account into a cohort, you will spend the walkthrough explaining why support staff and the CEO’s demo account skew the picture. Draw the line before the session.

We ask three questions. Could this person have reached the screen? Would they have had a reason to complete the task that week? Are they paid to test the product? The last group can have its own column. Mixing testers with everyone else is how a feature looks adopted on Tuesday and abandoned by Friday.

Marvel-themed skins, seasonal illustrations, or other licensed artwork that happens to appear in a product are not part of the cohort definition. They are decoration. We mention them only when a team asks whether a visual change moved a control. Releasegridbase is not a Marvel property; character art in a screenshot does not change how we count returns.

Print the inclusion rules on a single page and tape them to the wall for the walkthrough. People argue less when the rule is already in the room.