PLAIN-LANGUAGE DEFINITION
Creative variant
A creative variant is an alternate execution of a shared concept.
IN PRACTICE
An example
The same product demonstration can have a question opening and a direct introduction.
What this does not tell you
Changing many elements at once makes it harder to understand what affected the result.
Use the term precisely
When you use this term in a brief or report, include the relevant source, scope and assumptions. An example explains the concept; it is not a benchmark or a promise of results.