design, and the ability to work with small and affordable groups of consumers to obtain stable, and often insight-delivering data.The second is the incorporation of artificial intelligence in the Mind Genomics tool, making the creation of intellectually advanced experiments easy and quick to do, often taking 15-30 minutes to set up a study which previously would have taken several hours or even longer.The third is the evolving recognition that in the world of everyday, the effort by scientist to be right creates the situation recognized by Voltaire that 'the perfect is the enemy of the good' [1].It the world of everyday, the better strategy is to 'satisfice' , not to optimize [2].We might have better solutions if we improve things in modest, but continuing ways, rather than search around with high-paid consulting talent for the perfect solution, a search which generates wonderful reports, but often hinders progress because the process is inherently filled with barriers.It is much like the heralded 'stage-gate' process, which prevents failure at the cost of reducing success because it is a complex, clerically oriented process, designed to minimize risk, rather than maximize opportunity [3].As will be shown below, the process presented here might be called 'fast and easy' , or 'best guesses with a little help from friend and artificial intelligence.' The goal is to avoid perfection, or even the effort to be 'right' , but rather get out into the world , get a sense of what is happening, what might work, and what seems to be absolutely 'off target.' The Available ToolsThe actual study (traffic in Bogota, Colombia) was made possible