Do we need to believe Data/Tangible or Emotional/Intuition?

Now Data are clearly prevailing in all domains like a new black gold for companies and the rules in business decision-making are called into question. In this context, we think that Data Analytics combined with collaborative decision processes promotes a rational decision-making. However best practices show that more and more executives and managers, the famous HiPPO (Highest Paid Person’s Opinion), now frequently use their intuition for strategic decision-making. Moreover a lot of empirical surveys also show how important is the emotion in the intuitive decisionmaking processes. We will try to explain how we can interpret differently data coming from big data using the most recent scientific advances in the field of psycho-cognitive sciences, in the goal to improve decision support systems and to take into account emotion in the decision-making processes. Finally we hope this could provide some elements to answer to the question: Do we need to believe Data/Tangible or Emotional/Intuition?