Despite living in the most data-driven era in history, many executives still rely on gut instinct over hard data when making high-stakes business decisions. But why? And more importantly, how can insights teams bridge the gap between data and intuition to drive smarter decision-making?
This article explores why instincts still dominate in the C-suite, when data should take the lead, and how brands can combine both for competitive advantage.
The Data vs. Instinct Debate: Why Executives Ignore Research
In a perfect world, data would always drive decisions. But in reality, human biases, experience, and corporate culture often override insights.
The Hard Truth
- 62% of executives still rely on intuition and personal experience over data when making decisions (PWC).
- Only 35% of executives highly trust their organization’s data (KPMG).
- According to a study by Bain & Company, companies that leverage data are five times more likely to make faster, more effective decisions.
If the numbers prove that data-backed decisions lead to better business outcomes, why do so many leaders still trust their gut?
The Psychology of Executive Decision-Making
Instincts aren’t the enemy. In fact, top-performing executives use both intuition and data together. But often, human psychology gets in the way of making insight-driven decisions.
Common Reasons Leaders Default to Instincts:
- Cognitive Biases Rule the Brain – Executives fall into confirmation bias, where they favor data that supports their existing beliefs and ignore the rest.
- Overconfidence in Experience – Many leaders have decades of experience, which leads to a “this worked before, it will work again” mentality—even when data says otherwise.
- Time Pressure Kills Data-Driven Thinking – In fast-moving industries, executives don’t always have time to dig through insights. Instead, they default to past experience or quick heuristics.
Real-World Example:
Ron Johnson, former head of Apple’s retail division, became CEO of JCPenney in 2011. He implemented significant changes, including eliminating discounts and coupons in favor of everyday low pricing, and redesigning stores without customer input. These strategies led to a 25% drop in sales and a nearly $1 billion net loss in 2012. Johnson was dismissed in April 2013, but JCPenney has struggled to recover.
How to Get Executives to Trust Data (And Still Use Their Instincts)
“Informed instincts can guide quick low-risk decisions. Executive decisions that may impact brand equity, market share or ROI call for analytical insights that provide the clarity needed to navigate uncertainty. Data-driven decisions informed with real-time insights reduce bias, capitalize on trends with precision and offer a sustainable competitive advantage that intuition alone cannot match.”
Polly Speros, CRO, Fuel Cycle
Winning in today’s market requires both human intuition and real-time insights. Here’s how research teams can help executives trust insights—without abandoning their instincts.
1. Make Data Storytelling a Priority
Executives don’t want spreadsheets. They want narratives that connect the dots between insights and business impact.
Best Practices:
- Present insights in a story format, linking research findings to real-world outcomes.
- Use interactive dashboards with real-time insights instead of static reports.
- Avoid raw data dumps—leaders will ignore them.
2. Bridge the “Gut vs. Data” Divide
Instead of forcing a data-only approach, help executives see how insights enhance their instincts.
Best Practices:
- Use data to validate or challenge their gut feelings—not replace them entirely.
- Present insights as decision support, not rigid rules.
- Frame findings in a way that aligns with their experience.
Example: “Your instinct about X is correct, and our data supports that—but we also found a new trend that suggests…”
3. Use Real-Time Research for Real-Time Decisions
Executives need fast insights, not delayed reports. Fuel Cycle’s research platform enables brands to:
- Run agile research and gather insights in days, not months.
- Use behavioral data to understand real customer actions, not just survey responses.
- Track trends dynamically so decisions evolve with market shifts.
The Future: Decision Intelligence, Not Just Data
In 2025 and beyond, the best companies won’t just be data-driven—they’ll be decision-intelligent.
What’s Next?
- AI-powered insights will predict market shifts before they happen.
- Behavioral data will replace outdated survey methods.
- Research will become a real-time, always-on tool—not just a periodic report.
The future isn’t about choosing instincts or insights—it’s about using both together to make smarter, faster decisions.
Read our Market Research Trends for 2025 Report
Final Thoughts
Would you like a customized insights strategy for your leadership team? Let’s discuss how Fuel Cycle’s research solutions can bridge the instinct vs. insights gap in your organization.
