Heuristic Types Presented in the Survey
| Typology Label | Description of Decision Tools |
|---|---|
| Algorithmic | The creative work that proved best on the basis of analyzing the data |
| Default | The creative work most similar to what we normally choose to do |
| Defer | The creative work that we thought the client wanted |
| Equality | We didn't make one choice; we integrated creative works equally from all competing campaigns |
| Experience | The creative work that the most experienced person in our team wanted |
| Fluency | The creative work we recognized quickest |
| Hierarchy | The creative work that senior agency managers wanted |
| Instinct | We followed our instincts |
| Majority | The creative work most people wanted |
| Recognition | The creative work we most easily recognized |
| Satisficing | The first creative work that exceeded our objectives |
| Take the best | The creative work we thought would be best for the client |
| Tallying | The creative work with the highest number of favorable aspects to it |