The merits of data analysis versus intuition is not an either-or issue.
Research showed that participants were better able to process their options after a period of time to engage in an unrelated activity. In other words, they processed data subconsciously.
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Disruptive innovators don't rely on data. They look for patterns and let their unconscious thinking do the heavy lifting.
For example, Apple never did formal market research. Target didn't do direct consumer research either. Instead, they used their instincts to infuse leading-edge design.
Our brains work behind the scenes in unconscious thinking. It synthesises data and draws conclusions without us being aware of it.
Researchers found that unconscious thinkers were better able to categorise large amounts of information than other participants who based their choices on weighing options between data points. Unconscious thinkers reported using holistic judgment (a feeling for the big picture) in their decisions.
We surround ourselves with it: We tend to like people who think like us; if we agree with someone's beliefs, we're more likely to be friends with them.
This makes sense, but it means that we subconsciously begin to ignore or dismiss anything that threatens our world views
Many individuals and couples have an idea in their minds about what kind of apartment they would like to move into. The problem is when there are more than a couple of factors, preferences and opinions.
A scientific way to make a decision about the things that we consider important is to make a decision matrix, listing the various factors that are crucial to the final choice, and assign weightage to each factor.
Our coworkers are often not able to read or understand our messages due to the sheer barrage of information already trying to get their attention. There are text messages, emails, document updates and other notifications vying for eyeballs and mindshare.
To be successful in conveying our message, we need to design it in such a way that can grab people’s attention. Marketers are experts in designing words that, based on research and data, make people stop and take action. Their tricks can be applied to our memos, emails, reports and messages so that your teammates actually end up reading them.
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