Statistical, technical and sociological dimensions of design of experiments

Purpose – The purpose of this paper is to highlight potential issues that often arise during the planning, execution or interpretation of design of experiments (DOE) experiences. Design/methodology/approach – Issues are enumerated and analyzed and sources are presented with practical arguments using DOE texts and papers published in peer‐reviewed journals. Findings – The findings are discussed in relation not only with statistical aspects, but also with how it is critical for paying attention to its methodological and managerial aspects impacting the potential advantages as a continuous improvement tool. Originality/value – The paper is of interest to DOE practitioners trying to understand potential pitfalls with tips on how to avoid the risk of failures.