Online model-based design of experiments techniques were proposed to exploit the progressive increase of the information resulting from the running experiment, but they currently exhibit some limitations: the redesign time points are chosen "a-priori" and the first design may be heavily affected by the initial parametric mismatch. In order to face such issues an information driven redesign optimisation (IDRO) strategy is here proposed: a robust approach is adopted and a new design criterion based on the maximisation of a target profile of dynamic information is introduced. The methodology allows determining when to redesign the experiment in an automatic way, thus guaranteeing that an acceptable increase in the information content has been achieved before proceeding with the intermediate estimation of the parameters and the subsequent redesign of the experiment. The effectiveness of the new experiment design technique is demonstrated through two simulated case studies. (C) 2016 Elsevier Ltd. All rights reserved.