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Evidence giving way to gut instinct, fears Poynter

UK— Vision Critical’s Ray Poynter worries that society is moving away from a culture of evidence-based decision making in favour of gut instinct.

But it’s less a conscious choice, more one brought about by the failure of the market intelligence function to respond in good time to the needs of executives, says Vision Critical’s group CEO Scott Miller.

 

Speaking at a client summit this morning, Miller – a former top ranking Synovate executive – said: “I’ve watched more and more decisions being made by CEOs and CMOs without the benefit of market intelligence. The market intelligence function can’t react quick enough to the number of decisions these executives are having to make.”

 

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