10x with INTUITION Research

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Initially, intuition seemed to me like guesswork. But by diving deep into consumer intuition, I discovered tools for making sharper predictions than ever before.

Remember the polling fiascos of 2016 and 2024? Traditional polling underestimated intuition's power to predict outcomes. Enter prediction markets: by incentivizing participants to bet on election outcomes, they were forced to lean on their intuition, vastly outperforming standard polling. Here, intuition bypasses logic, as Steve Jobs once noted, “Intuition is more powerful than intellect.”

April 1 2020, amid the lockdown, companies were screaming for demand predictions. Predictive models based on historical data were useless in this unprecedented landscape. So, we quickly simulated a prediction market with implicit measurement and causal AI, asking respondents if they expected demand to change in 1, 3, or 12 months. Faster responses are intuitive reactions and proved highly reliable predictors. With Causal AI, we analyzed open-ended feedback to differentiate genuine intuition from rationalization, yielding unprecedented insight into the market's pulse.?

Studies have shown intuition is often the most effective guide for professionals in complex fields. Chess, handball, and golf research confirms that expert intuition consistently outperforms lengthy deliberation. Yet, intuition isn't infallible, especially for beginners. By researching consumer intuition, brands can tap into that instinctive decision-making. Market research typically engages the rational mind, yet neuroscience supports intuition measurement tools like the Implicit Association Test (IAT) that capture unconscious, intuitive responses in research.

In 2020, we developed Demand AI, a novel approach for tapping into customers’ unconscious minds. Unlike quantitative methods, it harnesses customers' intuitive predictions, proving invaluable for exploring new products, messaging, and trends. This approach provides rich insight into why customers think the way they do, offering a foundation for building powerful, causally predictive models.

At Supra, we’re now in 2024 pushing boundaries with DEEP IMPLICIT, a system that elicits the "intuitive truth" to guide brand messaging. By leveraging both Causal and Intuition intelligence, brands can make data-backed decisions even with limited information. This integration of intuition and AI yields deeply insightful, 10x research results.

Curious about how to apply these principles in your work? Dive into more intuitive intelligence insights over on Substack !