1. A computer-implemented experimentation method, comprising: selecting a first experiment, wherein the selecting of the first experiment is based, at least in part, on an expected value of information of the experiment; performing the first experiment, wherein the first experiment is executed on a processor-based computing device; inferring automatically a user preference from a plurality of user behaviors that occur after execution of the first experiment; and selecting a second experiment based, at least in part, on the inferred preference.