While many of us subscribe to the notion that we should always trust our gut, Get Elastic has 5 reasons we might want to abandon that tact.
They point out that testing can help us each prove whether or not our gut was right, but that even tests are typically set up based on our biased gut feelings:
"While it’s true that our guts often get it wrong and testing can help that, they also influence testing. Most tests are set up based on a gut feeling that changing XYZ will cause a lift. We may have an “informed opinion” based on research, best practices or case study references, but some of our beliefs are shaped by the following 5 factors:"
Read more about what they have to say on the Get Elastic blog.