In other words, intuitive decisions are based on data, in a way. When we subconsciously spot patterns, the body starts firing neurochemicals in both the brain and gut . These “somatic markers ” are what give us that instant sense that something is right … or that it’s off. Not only are these automatic processes faster than rational thought, but your intuition draws from decades of diverse qualitative experience (sights, sounds, interactions, etc.) – a wholly human feature that big data alone could never accomplish.