Despite all the advances made by analytics, a majority 61% of US business decision-makers believe that human insights should precede hard analytics when making decisions, according to survey results from gyro and FORTUNE Knowledge Group. What’s more, a near-equal 62% say it’s often necessary to rely on “gut feelings” when making decisions, and that soft factors should be valued as highly as hard factors. The findings bring to mind a recent study in which 3 in 4 business leaders said they trust their own intuition when making decisions.
That study also revealed that if available data contradicted their gut feeling when making a decision, a majority 57% of business leaders would re-analyze the data, while another 30% would collect more data. Only 10% would take the course of action suggested by the data. Read the rest at MarketingCharts.