The simple conclusion: intuition is being lost from the creative process in favour of data-driven propositions, placing us at critical tipping-point for the creative industries.
Today, intuition has become almost entirely removed from all analytical and planning tasks. In itself, this may not seem like a direct threat to its role within the creative aspects of advertising, marketing and communications, but this erosion of its perceived value is already seeping into creative tasks.
Of creatives point to intuition’s diminishing role in their work today, and in the foreseeable future.
Common industry task remains where preference is given to intuition over data (identifying creative opportunities).
Of industry insiders admit to being more data-driven today, with intuition’s ‘unmeasurable’ nature decreasing its value.
Overall, our findings point to companies, agencies, and industry leaders leaning more on data. Its reassuring perception as tangible and trustworthy comes at the expense of our own instincts – and the instincts of others.
The solution to preventing an over-reliance on data doesn’t lie in preferencing intuition in the creative process; it lies in ensuring data isn’t automatically defaulted to, forcing intuition out of the equation. None of us want identikit concepts and campaigns that result from blindly adhering to what the data tells us we should do.