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  You know this dilemma well…research and data analysis or gut feeling? As an owner, leader, director and manager you have likely experienced the expense and pain of charting a course on intuition alone. You may also know the feeling of agonizing regret from ignoring an initial gut sense.
Even today when data, often too much information, is available quickly and inexpensively, it’s not uncommon to hear a leader say, “I went with my gut.” Why does this happen?
Sometimes “I went with my gut” is driven by the perception that a decision needs to be made quickly. Other times, it is simply a product of being overwhelmed by information and complexity, not knowing where to start, dreading the research work and ambiguity, and finally simply defaulting to a gut feeling.
Often, organizations don’t have the expertise or bandwidth in-house to conduct needed marketing and sales research and analysis. This is a particularly widespread problem as teams run leaner and leaner. When organizations streamline, they usually start by cutting those in roles that are not “direct revenue drivers”. Unfortunately, those with marketing research and analysis skills are frequent casualties of streamlining.
Bottom line: many organizations have an expensive and painful gap in their decision-making process.
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“TouchPlan Direct took our data and gave us actionable intelligence that we used immediately to improve our marketing strategy. In just a few weeks, they pulled valuable insights from our data and enabled us to make important and effective changes to how we touch customers.”
Marketing Manager, Kansas City based Publishing Company
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