There are two possible outcomes: if the result confirms the hypothesis, then you've made a measurement. If the result is contrary to the hypothesis, then you've made a discovery.
“We have the fact we sell out every week to 67,500 and hopefully 75,000 in the future. We have a lot of assets.”
“Do not, on a rainy day, ask your child what he feels like doing, because I assure you that what he feels like doing, you won't feel like watching.”