As a means to save time and money and still hit the product launch, I agree with @cdj24 to get as much research done as possible so that you don’t spend as much time and money on experiments that might ultimately fail. For this week’s simulation our group had many rounds back and forth with having a plan to use a particular carrier and then switching to another carrier mid-simulation and that experiment failed so we actually ended up going back to the original carrier, but this added to our timeline and in a real-life scenario would have ben costly.