Experimentation is at the core of research in the behavioral and neural sciences, yet observations can be expensive and time-consuming to acquire (e.g., MRI scans, responses from infant participants). A major interest of researchers is designing experiments that lead to maximal accumulation of information about the phenomenon under study with the fewest possible number of observations. In addressing this challenge, statisticians have developed adaptive design optimization methods. This letter introduces a hierarchical Bayes extension of adaptive design optimization that provides a judicious way to exploit two complementary schemes of inference (with past and future data) to achieve even greater accuracy and efficiency in information gain. We demonstrate the method in a simulation experiment in the field of visual perception.