Can big data and analysis replace intuition?

Pradeep Kumar and Roopa Choodamani

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 provocati

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands