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As an engineering intern in an R&D department almost 60 years ago I learned that there are two basic ways to experiment to validate whether a new manufacturing or business process is effective.
The first is testing a specific theory – you think you know what works, so you design an experiment to prove it. Like when Bell Labs developed the first transistor based on a theory of quantum mechanics and semiconductor behavior. The second is more practical or Edison-style – try a bunch of different approaches and see what works best. No grand theory, just systematic trial and error