Which decisions are better? Intuitive decisions from the gut or rational decisions based on data and facts?
This question occupies countless researchers, and there is still no clear answer. Currently, in the age of big data, data mining and digitization, the importance of data for a business is undeniable. In the business world, executives prefer analytically sound decisions. They are verifiable, justifiable, and data can explain them.
In reality, however, the situation is different.