Abstract. We argue that experimental methodologies are harder to apply when self-motivated agents are involved, especially when the issue of choice gains its due relevance in their model. We use a choice-oriented agent architecture to illustrate a means of bridging the distance between the observer and the actors of an experiment. Traditional experimentation has to give way to exploratory simulation, to bring insights into the design issues, not only of the agents, but of the experiment as well. The role of its designer cannot be ignored, at the risk of achieving only obvious, predictable conclusions. We propose to bring the designer into the experiment. To accomplish that, we provide a value-based model of choice to represent the preferences of both entities. This model includes mechanisms that allow for explicit bonds between observer and observed. We use the findings of extensive experimentation with this model to compare current experimental methodologies in what concerns evaluation itself.