ABSTRACT. Experiments are conducted with various purposes in mind including theory testing, mechanism design and measurement of individual characteristics. In each case a careful researcher is constrained in the experimental design by prior considerations imposed either by theory, common sense or past results. We argue that the integration of the design with these elements needs to be taken even further. We view all these elements that make up the body of research methodology in experimental economics as mutually dependant and therefore take a systematic approach to the design of our experimental research program. Rather than drawing inferences from individual experiments or theories as if they were independent constructs, and then using the findings from one to attack the other, we recognize the need to constrain the inferences from one by the inferences from the other. Any data generated by an experiment needs to be interpreted jointly with considerations from theory, common sense, complementary data, econometric methods and expected applications. We illustrate this systematic approach by reference to a research program centered on large artefactual field experiments we have conducted in Denmark. An important contribution that grew out of our work is the complementarity between lab and field experiments. † Department of Risk Management & Insurance and Center for the Economic Analysis of Risk, Robinson College of Business, Georgia State University, USA (Harrison); Newcastle University Business School, University of Newcastle (Lau); and Robinson College of Business, Georgia State University, USA (Rutström). E-mail contacts: gharrison@gsu.edu, morten.lau@newcastle.ac.uk and erutstrom@gmail.com. Steffen Andersen and Melonie Sullivan have made significant contributions to the research discussed here. We thank the U.S. National Science Foundation for research support under grants NSF/HSD 0527675 and NSF/SES 0616746, and the Danish Social Science Research Council for research support under projects 24-02-0124 and 275-08-0289. There is a growing literature of experiments performed outside of university research laboratories, building on the pioneering work of Peter Bohm over many years, starting in the 1970s. Dufwenberg and Harrison [2008; p.214ff.] provide a posthumous appreciation of his motivation: "Peter was drawn to conduct field experiments long before laboratory experiments had become a staple in the methodological arsenal of economists. Just as some experimentalists do not comprehend why one would ask questions with no real economic consequences, or care too much about the responses to such questions, Peter began doing field experiments simply because they answered the questions he was interested in. He did not come to field experiments because of any frustration with lab experiments, or from any long methodological angst about laboratory experiments: it was just obvious to him that experiments needed field referents to be interesting. He later became interested in the methodological differences between labo...