Intuition vs Data: Exploring the Role of Alternative Cognitive Tools (Tarot) in Startup Decision-Making Reasoning and Approach

Abstract

The focus of this research paper is to evaluate perceptions of decision-making that startup professionals use when using analytical data versus intuition. This paper proposes the use of tarot as an alternative reflective tool to aid decision making in entrepreneurial scenarios where data is unavailable or there is uncertainty (Gigalova, V. 2017). Towards this purpose, this study uses primary data from a survey of 33 respondents, explores the demographic patterns, the use of intuition, awareness of tarot and its use, apart from the professional attitude towards intuitive tools in scenarios where data is unavailable. The data when analyzed showed that the respondents typically chose a blended decision-making approach. Nearly 60.6% agreed that intuition would be their first choice and rated it a high 4 or 5 on a scale of five points. Additionally, 87.5% of respondents believed strongly that it was natural for founders to leverage both intuition and data during decision making. The awareness of tarot was high at 81.8%, but only 24.2% used it, highlighting a gap in awareness-to-practice of tarot.  Further findings of the study, have led to the conclusion that tarot cannot be used instead of analytics, but is very useful as a reflective and symbolic prompt. It supports efficient  sensemaking, multiple option generation and reduces uncertainty when used with evidence-based methods.