Big Data for Better Design via Simulation

Intriguing view from IBM.  I further like the idea of using data and then creating simulations, perhaps more commonly called emulations, based on that data gathered.  That can then provide a method to test out alternative designs. This approach is sometimes called abductive reasoning, which we sought to use to combine quantitative and design approaches.  Have not seen the idea used to any degree elsewhere.  Also, could a decision style system be attached to guide the design process?  The article contains some interesting related examples.