Do you trust the numbers or ‘go with your gut?’ When there’s a discrepancy between gut feeling and the report sitting on your desk, 90% of decision-makers will go with their 'gut feel' over the data. Jeff Baird decided to see if he could influence 'the gut feel' and influence what should be an objective KPI. He partnered with the Data Science team at Utah Valley University to set up a booth giving away cookies. They asked the students to tell them which cookie tasted best. The students could choose Table A, Table B or No Preference. But there was a twist that resulted in nearly 2/3's of the students liking one cookie over the other.