It was part of his experimental approach, not without controversy in his profession, to train them for domestic chores and simple tasks that required their interaction with normal people.

NEWYORKER: Wakefield

As the power of traditional advertising declines, what was once an experimental marketing approach is becoming more popular.

ECONOMIST: Marketing: Building buzz | The

Mortier, whom I visited in Paris this summer, said that the smaller size and budget of the City Opera, relative to that of the Met, would permit him to be more experimental, and that his artistic approach would be quite different from that adopted by Gelb.

NEWYORKER: Man Behind the Curtain

Now a more direct approach in the fight against nicotine addiction is emerging: an experimental vaccine to block the nicotine from entering the brain to deliver its pleasurable rush.

FORBES: A nicotine vaccine may help smokers stop for good.