The Performance Effects of Combining Rationality and Intuition in Making Early New Product Idea Evaluation Decisions

New product idea evaluation decisions made by individual development team members during their idea generation activities allow for and may also benefit from the use of both rational and intuitive approaches to decision‐making. Unfortunately, there is a lack of empirical research on whether at all and, if yes, in which temporal sequence the two approaches should best be combined in making single idea evaluation decisions. To start filling this gap in the innovation and decision‐making literatures, this research empirically explores which approach (combination) increases idea evaluation decision‐making quality and speed. To this end, an experiment with product development practitioners was conducted, manipulating the use of either only intuition, only rationality, or combining intuition with rationality in both sequences in making a typical idea evaluation decision. The results show that only one combination, starting with intuitively analysing the ideas and then rationally considering the resulting intuition in making the final decision, leads to both the highest quality and speed. This finding has significant implications for theory and practice and provides ample opportunities for further research.