Data-Driven Decisions — Combine Intuition and Information

Banke Ajayi
5 min readNov 29, 2023


Have you ever felt torn between hard data and your gut feeling? As a business leader, this is likely a familiar dilemma. Striking a balance between data-driven decision making and intuition has been an ongoing struggle in the business world. But remember —

“Data-driven decision-making isn’t about disregarding your instincts; it’s about enhancing them with accurate, relevant data.”

In this article, I aim to explore these two decision-making approaches, their pros and cons, and how you can achieve a balance for better, informed decisions that can boost your business.

The Power of Data in Today’s Business Landscape

Data has become a precious asset for businesses in our digital age, thanks to the power of data analysis. This process collects, interprets, and uses data to give insights into market trends and customer behaviours. It allows your business to delve deep, uncovering performance patterns, predicting future outcomes and presenting a factual image of the commercial landscape.

With this powerful information, businesses can identify crucial metrics. These numbers tell if strategies are working or failing. Data analysis doesn’t just reflect the past — it offers a sneak peek into the future. Sophisticated algorithms reveal trends and provide a comprehensive view of your customers’ needs and thought processes.

The positive impact of data analysis on business is immense. Take for example Zara, their ability to reduce the design-to-shelf cycle to a mere two weeks, outstripping the industry average of 4–8 weeks, is a testament to the power of data in driving efficient and responsive ‘fast fashion’ strategies. By continuously analysing customer feedback and market trends, Zara adapts rapidly, offering weekly updates to their collection at competitive prices, showcasing how data-driven agility can lead to market leadership.

Similarly, Starbucks leverages data through its mobile app to enhance customer engagement. The app employs reinforcement learning to offer personalised recommendations based on variables like local inventory, weather, and customer history. This approach, rooted in data analysis, has significantly deepened customer loyalty and interaction with the brand, demonstrating how data can transform customer experience and brand relationships.

LEGO’s revival story also highlights the importance of data, particularly customer feedback, in product development. After initial struggles, LEGO’s decision to integrate customer insights into their design process led to a remarkable turnaround. Successful lines like LEGO City, which saw a 15% sales increase in two years, and the fan-involved LEGO Mindstorms series, affirm how data from customer feedback can drive product innovation and commercial success.

In a nutshell, data-driven decision making can be a game-changer for businesses seeking growth and a competitive edge. It’s about more than just numbers; it’s about understanding customer behaviours, foreseeing market trends, and making proactive decisions that align with your business goals.

The Role of Intuition in Business Decisions

Let’s talk about two influential pillars of decision-making: data and intuition. In the business world, your intuition, or gut feeling, often comes into play when the hard data doesn’t provide all the answers. This is shaped by your past experiences, expertise, and a deep understanding of your industry. It’s about trusting your instincts based on your in-depth knowledge of the business.

Even with advanced data analytics, we can’t disregard the power of intuition. It gives you the liberty to look beyond raw numbers, providing insights into hidden aspects of your business operations. Remember, intuition, bolstered by your experience, can detect patterns or trends that data might overlook or cannot quantify. This ability to navigate through uncertainties or grey areas, where data fails to provide clear direction, gives you a competitive edge during challenging times.

However, relying solely on either data or intuition has its drawbacks. Over dependence on data can hamper innovation since not all disruptive ideas can be numerically measured. Furthermore, overly focusing on data risks sidelining the human element, undermining your connection with staff and customers.

On the other hand, putting all your faith in intuition might jeopardise your business. Gut feelings lack solid grounding and can be swayed by personal biases or momentary emotions. Ignoring data may lead to unwarranted confidence in your ideas or products, resulting in expensive errors or overlooked opportunities.

The key here is the right balance between data and intuition. Combine hard data with your intuition, developed through experience, to tap into the best of both worlds. This balanced approach aids in making informed decisions that enhance your business performance in the long run.

Data, Intuition Or Both

Take the first step towards combining data and intuition by understanding their unique strengths and limitations in decision-making. Intuitive guesses can spark fresh ideas, while data provides factual evidence to check if these ideas will work. You can blend these strengths by using data to assess the feasibility of your intuitive ideas, hence verifying them before action. Suppose you feel that a particular product will excel in a certain market. Instead of acting on this impulse, use data to probe the product’s past performance, current market demand, and customer inclinations in that market.

Alternatively, harness intuition to guide your data scrutiny and understanding. If you’re unsure about where to begin your data analysis, lean on your knowledge and previous experiences. An instinctive understanding of key business areas or metrics can streamline your data probe, leading you to more significant insights.

Having understood how to meld your intuition with data, and vice versa, it’s time to devise an integration strategy. Kickstart this with a decision-making framework that grants equal value to both experiential wisdom and data-driven insights. This may entail stages like declaring your intuition, validating it with data, deliberating the findings with your team, and making a decision that respects both aspects.

It’s also advantageous to cultivate a working culture that both respects data and intuition. Facilitate open conversations around decision-making and the elements involved. Underscore the significance of facts without entirely belittling gut feelings. Slowly but surely, you’ll strike a balance between data and intuition, enhancing decision-making processes and steering your business towards success.

Harnessing the Best of Both Worlds

It’s crucial to understand that data analysis and intuition go hand in hand in decision-making. Data provides logical backing for your decisions, while intuition adds depth using experience and nuanced insights. Both are key to balanced, effective decisions.

As a business leader, it’s not about choosing one approach over the other. Instead, aim for a productive balance between these two elements. Overemphasis on either side could be damaging — data obsession may overlook human touch points whereas over reliance on intuition might lead to bias and misconceptions.

So, gear up and strengthen your analytical and intuitive capabilities. In the fluid business environment of today, being able to artfully apply both methods will set your business on a path of resilient success. And it’s this equilibrium that will fuel your upward growth. Through fine-tuning, you’ll find a satisfying rhythm between data-based decisions and instinct.

Now it’s time for some self-reflection. Consider your decision-making process — are you leaning more towards data or intuition? Think about ways you could seamlessly blend your intuitive insights with pertinent data for more rounded, effective decisions. Could you share any experiences in harmonising these two elements?

Share your insights and strategies in the comments below. Engaging with others on this topic could equip you with new viewpoints and valuable advice. Who knows, your input might help someone else blend hard data with gut feeling, enhancing their decision-making powers.