Bring in the shrinks for decision analysis

Now comes the hard part in business intelligence: figuring out how the humans can make better use of all our data and tools for decision making, writes Wayne Eckerson, director of TDWI Research. Let’s bring in the shrinks.

When Wayne points to a trend, it’s news even if others might have already foreseen it. He’s one of the industry’s most thoughtful observers, and one of the most deliberate.

In Tuesday morning’s blog post, he suggests improving BI by enlisting those who study how people make decisions.

To take BI to the next level, we need better insights into human behavior and perception. In other words, it’s time to recruit psychologists onto our BI teams.

He gave an example of one place that could have benefited from visits to the shrink’s couch.

A recent article in the Boston Globe called “Think Different, CIA” provides some instructive lessons for companies using BI tools to make decisions. The article describes a phenomenon that psychologists call “premature cognitive closure” to explain how humans in general, and intelligence analysts in particular, can get trapped by false assumptions, which can lead to massive intelligence failures. It turns out that humans over the course of eons have become great at filtering lots of data quickly to make sense of a situation. Unfortunately, those filters often blind us to additional evidence — or its absence — that would disprove our initial judgment or “theory.” In other words, humans rush to judgment and are blinded by biases. Of course, we all know this, but rarely do organizations implement policies and procedures to safeguard against such behaviors and prevent people from making poor decisions.

See his full post here.

Be sure to see the comments, too. He writes in reply to questions, “Like data governance, we need some principles for approaching and managing decisions. Maybe we should start a decision governance institute!?”

I can’t help notice: an institute.

See “CIA’s insights on the psychology of analysis on Datadoodle.

2 Responses to Bring in the shrinks for decision analysis

  1. […] Thinking different with decision analysis | datadoodle […]

  2. Social comments and analytics for this post…

    This post was mentioned on Twitter by ameliatimbers: RT @FasTake: Thinking different with decision analysis

The data industry thrives on conversation. Please submit a comment.

Other recent posts

Bohemian Grove a la BI

The Bohemian Grove of the BI industry convenes for the fifteenth time in just three weeks. Naturally, you ask the obvious question: Are you serious? The Grove? A summit? The answer begins with a fond recollection of the Grove. If you’ve never attended the Bohemian Grove yourself — I haven’t, though I live in the… Continue Reading

Favorite Star Trek, a data story

This story shows how elemental data stories really are. Humans come ready to tell and hear them, requiring no plug-ins at all. This young person can do a good job of it. There was a question, followed by data, then questions and answers, and and finally a conclusion. It’s all there. It’s elementary. Sure, this… Continue Reading

Bad stories stop good data at the water cooler

We agree by now that data’s a good compass. One neglected question is tougher: Which map? Everyone’s known the kind of “grouchy guy” TDWI instructor Kellee M. Franklin, Ph.D tells about. This guy knew better than most of his co-workers about how their Washington, D.C. defense agency worked. And he was frustrated. Over the years,… Continue Reading