CEOs More Likely to Rely on Intuition Than Metrics
When Making Business Decisions
Monday November 6, 8:30 am ET

NEW YORK–(BUSINESS WIRE)–The results of the sixth
annual 2006 PRWeek/Burson-Marsteller CEO
Survey reveal that CEOs are more likely to rely on their
intuition than on data-driven analyses and quantitative
information when making business decisions.

Six in 10
(62 percent) of CEOs indicate that gut feelings are
highly influential in guiding their business strategies,
while only four in 10 cite internal metrics and financial
information (44 percent) or competitor analyses
(41 percent). When considering outcomes of their actions,
customer reactions (79 percent), long-term
financial performance (74 percent) and corporate reputation
(73 percent) are CEOs’ top priorities.

"Business decision-making is a multi-dimensional process
that incorporates instinct, information and foresight,"
said Mark J. Penn, Worldwide President & CEO, B
urson-Marsteller. "The intuition cited by these CEOs is
likely fueled by research, sharpened by years of experience
and industry know-how as well as a deep awareness of
stakeholder attitudes and behaviors."

Complete survey results can be found in the
November 6, 2006 issue of PRWeek.

Intuition