Marketers need intuition more than ever before. The masses of data that they can analyze, and the tools available, can certainly find interesting patterns on their own, but that is just one ingredient in the value creation recipe. Since there’s so much data out there, good intuition(and by that, I’m including judgment as well) is necessary to set priorities for what to look for, what matters to the customer, what the competitive landscape looks like, and how behaviors are changing over time. That intuition and judgment comes from a deep understanding of their customers—ethnographic research, shop-alongs, discussions—to know what to do with the data. . .