Takeaways from Thomke (2003)

Services are intangible, characteristics can't be isolated and controlled for in laboratory settings.
Evaluate Ideas --> Plan and Design --> Implement --> Test --> Recommend
Learning through Experiements: Factor / Definition
Fidelity = The degree to which a model and its testing conditions represent a final product, process, or service under conditions of actual use
Cost = The total cost of designing, building, running, and analyzing an experiment, including expenses for prototypes, laboratory use, and so on.
Iteration time = The time from the initial planning of an experiment to when the analyzed results are available and used for planning another iteration
Capacity = The number of experiments that can be carried out with some fidelity during a given time period.
Sequence = The extent to which experiments are run in parallel or series
Signal to noise ratio = The extent to which the variable of interest is obscured by other variables.
Type = The degree to which a variable is manipulated from incremental change to radical change.
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In a lab, expeirments are routinely undertaken with the expectation that they'll fail but still produce value. In the real world, there is pressure to avoid failure.