Intuitive analytics: The same as analytic guessing?

Abstract

Can we really be intuitive about something we never learned? Can intuition be spontaneously acquired without any previous knowledge? The use of business intuition and conventional wisdom in marketing and marketing science is not new. Systematic use of intuition in these disciplines has been part of the recipe for success for many organisations and individuals over time. The use of the wrong or outdated intuition, however, can lead to costly mistakes and organisational frustration or gridlock. In this paper, the author discusses some potential reasons why intuition loses its relevance if not properly maintained and updated. He also puts forward an approach that may help overcome this issue.