Can big data and analysis replace intuition?

This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.

Can big data and analysis replace intuition?

Pradeep Kumar and Roopa Choodamani FCB Chicago

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

With such a provocative topic with polysemic terms, we want to start by defining them in a marketing context and avoid the semantics before we unfold our point of view to our readers.