ABSTRACT
There are two dominant streams of thought related to best practices for decision-making: data analysis and intuition. Historically data analysis and intuition have been understood to be opposites, or if placed on a continuum, very unique entities at either end of the continuum. The literature validates both ways of knowing and thinking, and even suggests that both processes might be complementary, but there is little in the literature base that explains, or models, how the two vastly different perspectives might be used together to make wise decisions. In addition, when faced with the unknown (e.g. the world lockdown due to the COVID pandemic), creative, generative logic needs to be applied. How might creativity fit with data analysis and intuition? This paper reviews the literature and delves into how data analysis and intuition might complement each other, how generative logic might be integrated, and provides a possible framework for decision making that would allow greater synthesis in the decision-making process.
Keywords
Informed intuition; strategic decision-making; operational decisional making; the Stinson Decision-Making model.