Once you’re hunkered down in the trenches of your experiment, you’ll see just how important it is to be flexible while honing your tools and processes. This is on-the-fly-learning and churning. And your data collection can be done cheaply and conveniently, if it’s done creatively. Just remember, at the end of the road of your experiment tweaking and repeating (and tweaking and repeating, and tweaking and repeating…) is a golden nugget of Eureka!