The premise of Wizard of Oz is to stage a customer experience IRL. Your staff on-site will manage the experience but will be invisible to the customers interacting.
*Evidence Strength is the expected value of evidence the experiment will obtain. Measure this against the time/cost estimation to decide which experiments to undertake. Rating is between 1-5 and this is a rough estimate. Your business situation and market is unique. For more help or advice get in touch.