models, an optimal design can be either better or worse than a non-optimal design. Therefore, it is important to benchmark the performance of designs under alternative models. Choosing an optimality criterion and robustness The choice of an appropriate optimality criterion requires some thought, and it is useful to benchmark the performance of designs with respect to several optimality criteria. Cornell writes that Indeed, there are several classes of designs for which all the traditional optimality-criteria agree, according to the theory of "universal optimality" of Kiefer. The experience of practitioners like Cornell and the "universal optimality" theory of Kiefer suggest that robustness with respect to changes in the optimality-criterion is much greater than is robustness with respect to changes in the model. Flexible optimality criteria and convex analysis High-quality statistical software provide a combination of libraries of optimal designs or iterative methods for constructing approximately optimal designs, depending on the model specified and the optimality criterion. Users may use a standard optimality-criterion or may program a custom-made criterion. All of the traditional optimality-criteria are convex (or concave) functions, and therefore optimal-designs are amenable to the mathematical theory of convex analysis and their computation can use specialized methods of convex minimization. The practitioner need not select exactly one traditional, optimality-criterion, but can specify a custom criterion. In particular, the practitioner can specify a convex criterion using the maxima of convex optimality-criteria and nonnegative combinations of optimality criteria (since these operations preserve convex functions). For convex optimality criteria, the Kiefer-Wolfowitz equivalence theorem allows the practitioner to verify that a given design is globally optimal. The Kiefer-Wolfowitz equivalence theorem is related with the Legendre-Fenchel conjugacy for convex functions. If an optimality-criterion lacks convexity, then finding a global optimum and verifying its optimality often are difficult. Model uncertainty and Bayesian approaches Model selection When scientists wish to test several theories, then a statistician can design an experiment that allows optimal tests between specified models. Such "discrimination experiments" are especially important in the biostatistics supporting pharmacokinetics and pharmacodynamics, following the work of Cox and Atkinson. Bayesian experimental design When practitioners need to consider multiple models, they can specify a probability-measure on the models and then select any design maximizing the expected value of such an experiment. Such probability-based optimal-designs are called optimal Bayesian designs. Such Bayesian designs are used especially for generalized linear models (where the response follows an exponential-family distribution). The use of a Bayesian