BACKGROUND: Continuous Test-Driven Development (CTDD) is, proposed by the authors, enhancement of the well-established Test-Driven Development (TDD) agile software development and design practice. CTDD combines TDD with continuous testing (CT) that essentially perform background testing. The idea is to eliminate the need to execute tests manually by a TDD-inspired developer. OBJECTIVE: The objective is to compare the efficiency of CTDD vs TDD measured by the red-to-green time (RTG time), i.e., time from the moment when the project is rendered not compiling or any of the tests is failing, up until the moment when the project compiles and all the tests are passing. We consider the RTG time to be a possible measurement of efficiency because the shorter the RTG time, the quicker the developer is advancing to the next phase of the TDD cycle. METHOD: We perform single case and small-n experiments in industrial settings presenting how our idea of Agile Experimentation materialise in practice. We analyse professional developers in a real-world software development project employing Microsoft .NET. We extend the contribution presented in our earlier paper by: 1) performing additional experimental evaluation of CTDD and thus collecting additional empirical evidence, 2) giving an extended, detailed example how to use and analyse both a single case and small-n experimental designs to evaluate a new practice (CTDD) in industrial settings taking into account natural constraints one may observe (e.g., a limited number of developers available for research purposes) and presenting how to reach more reliable conclusions using effect size measures, especially PEM and PAND which are more appropriate when data are not normally distributed or there is a large variation between or within phases. RESULTS: We observed reduced variance and trimmed means of the RTG time in CTDD in comparison to TDD. Various effect size measures (including ES, d-index, PEM, and PAND) indicate small, albeit non-zero, effect size due to CTDD. CONCLUSIONS: Eliminating the reoccurring manual task of selecting and executing tests and waiting for the results (by embracing CTDD) may slightly improve the development speed, but this small change on a level of a single developer, multiplied by a number of developers, can potentially lead to savings on the company or industry level.