It´s all about exploring
Experiments are the professional way to explore questions, identify cause and effect or determine predictors and outcomes. These insights will help us to understand how and why things are what they are and can ultimately be used to change the world by improving the good and overcoming the bad.
Your experimental design needs to be guided by asking the right questions, by searching for answers in the right spots and taking appropriate decisions. It can give us knowledge and insights into ourselves and the world surrounding us. Today’s scientific insights are the result of careful thinking and experimental planning, proper collecting of data, and drawing of appropriate conclusions.
Do not forget humans are predictable irrational
Nobel Laureate Richard Thaler and Behavioral Economics makes it clear. People are not rational, but predictably irrational. If you are thinking of subjects behaving in a determinated way you may be wrong. Furthermore, this assumption does not only need to be considered with decisions but also when communicating with participants. You also need to make sure your incentives are aligned with their utility function, the key to collect real behaviour. Anything else will be words instead of facts, the real scientific / empiric approach.