Factoring 'intuition' into the analysis of market research evidence
In the past market research has been painted as being detached from the decision-making process, while the intuitive contributions from management have been billed as more engaged with what business problem solving is all about. This polarisation of the contribution of data and intuition to informed management decision-making has been largely unhelpful. The future clearly lies in developing analysis frameworks that help us blend the best of informed intuition, with the rigorous orthodox data analysis that market researchers have always provided. This paper reviews what we know about intuition and how we broach business decision-making, prior to exploring the opportunities that exist for more intuitive based inputs from management to sit alongside the more formal evidence in the analysis of market research data.
- This could also be of interest