Yeah. And then you find out exactly why social sciences are progressing so slowly and have such a tough time of getting definite results.
I envy everyone working in natural sciences. Their jobs are immensely challenging, no doubt, but at least they have a clear path forward, more or less. But they are making impressive progress all the time.
Looking at human behaviour is much more challenging (so challenging that hardly anyone has an idea how to do it and most stick with boring unreliable ways that have somewhat kind of worked in the past), fraught with ethical issues, and so on.
Measuring everything is not a realistic goal. Measuring should be done whenever possible and is an awesome tool every designer should be using but it is impossible to employ it for every little change. And it has so far not been possible to develop a general theory of design that would help you decide small things without testing that specific instance of the design.