{"id":5354,"date":"2025-10-16T12:11:18","date_gmt":"2025-10-16T12:11:18","guid":{"rendered":"https:\/\/hamilton.global\/?p=5354"},"modified":"2025-10-31T12:30:45","modified_gmt":"2025-10-31T12:30:45","slug":"libro-jordi-aymerich-consumer-intelligence","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/libro-jordi-aymerich-consumer-intelligence\/","title":{"rendered":"\u201cConsumer Intelligence\u201d: allibera el poder dels consumidors"},"content":{"rendered":"<h2><b><span data-contrast=\"auto\">El nou llibre de Jordi Aymerich reivindica una visi\u00f3 humana i pr\u00e0ctica de l?an\u00e0lisi de consumidors en temps de big data i IA.<\/span><\/b><span data-ccp-props=\"{&quot;335551550&quot;:2,&quot;335551620&quot;:2}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\"><img decoding=\"async\" class=\"size-full wp-image-5355 alignright\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_.jpg\" alt=\"\" width=\"384\" height=\"342\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_.jpg 384w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_-300x267.jpg 300w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_-13x12.jpg 13w\" sizes=\"(max-width: 384px) 100vw, 384px\" \/><\/span><span data-contrast=\"auto\">Vivim una transformaci\u00f3 sense precedents. El <\/span>big data i la Intel\u00b7lig\u00e8ncia Artificial (IA) han canviat la manera com les marques observen, mesuren i es relacionen amb els seus consumidors. Per\u00f2 no tot s\u00f3n algoritmes. Tamb\u00e9 compten la qualitat de la informaci\u00f3, l&#039;an\u00e0lisi estad\u00edstica ben feta (b\u00e0sic i avan\u00e7at) i, sobretot, la interpretaci\u00f3 humana per traduir dades en decisions.<\/p>\n<p><strong>El llibre <\/strong><span data-contrast=\"auto\"><strong>\u201cConsumer Intelligence\u201c<\/strong> \u00e9s una invitaci\u00f3 a <\/span><b><span data-contrast=\"auto\">entendre el consumidor m\u00e9s enll\u00e0 de dashboards i modes<\/span><\/b><span data-contrast=\"auto\">. Proposa un full de ruta molt operatiu per <\/span>recopilar, analitzar i interpretar informaci\u00f3 procedent de m\u00e8todes primaris i secundaris, des d&#039;enquestes i qualitatius fins a fonts digitals com a xarxes socials o historials de compra.<\/p>\n<p><span data-contrast=\"auto\">El <strong>objectiu<\/strong> \u00e9s clar: <\/span><b><span data-contrast=\"auto\">reduir riscos<\/span><\/b><span data-contrast=\"auto\"> i <\/span><b><span data-contrast=\"auto\">prendre decisions m\u00e9s encertades<\/span><\/b><span data-contrast=\"auto\">, tant estrat\u00e8giques com del dia a dia (producte, pricing, marca, experi\u00e8ncia de client, etc.).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">IA s\u00ed, per\u00f2 amb criteri<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Aymerich<\/span><span data-contrast=\"auto\"> reconeix l&#039;impacte actual i creixent de la IA a les nostres rutines professionals:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Dades sint\u00e8tiques per a investigaci\u00f3 quan la mostra \u00e9s limitada.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\">Automatitzaci\u00f3 a l&#039;extracci\u00f3 d&#039;insights.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\">Millores en programaci\u00f3 estad\u00edstica<span data-contrast=\"auto\"> per accelerar temps dan\u00e0lisi.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Tot i aix\u00ed, subratlla una cosa essencial en el que creiem fermament: <\/span><b><span data-contrast=\"auto\">els mercats no es mouen nom\u00e9s per algorismes, sin\u00f3 per persones amb motivacions reals<\/span><\/b><span data-contrast=\"auto\">. La IA multiplica la velocitat i la profunditat de l&#039;an\u00e0lisi; la <\/span>interpretaci\u00f3 humana<span data-contrast=\"auto\"> posa el context i l\u00e8tica.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">Els punts clau:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Un marc cr\u00edtic i hum\u00e0<\/span><\/b><span data-contrast=\"auto\"> que combina <\/span>an\u00e0lisi estad\u00edstica, investigaci\u00f3 qualitativa i perspectives actualitzades com els needstates.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Pistes per aplicar enfocaments \u00fatils com el <\/span><b><span data-contrast=\"auto\">model EAST<\/span><\/b><span data-contrast=\"auto\"> i <\/span><b><span data-contrast=\"auto\">eines de IA<\/span><\/b><span data-contrast=\"auto\"> sense perdre rigor.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\">Casos i pautes<span data-contrast=\"auto\"> per <\/span><b><span data-contrast=\"auto\">passar de dades a decisions<\/span><\/b><span data-contrast=\"auto\">: com prioritzar fonts, evitar biaixos i connectar troballes amb lacci\u00f3 de negoci.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Una <\/span><b><span data-contrast=\"auto\">guia pr\u00e0ctica i actualitzada<\/span><\/b><span data-contrast=\"auto\"> per a professionals que volen <\/span>maximitzar el potencial de les dades<span data-contrast=\"auto\">, treballin amb \u201csmall\u201d o amb \u201cbig\u201d.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">Per a qui est\u00e0 pensat?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Adreces de M\u00e0rqueting i Insights<\/span><\/b><span data-contrast=\"auto\"> que busquen elevar la qualitat de les seves decisions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Equips de Data\/Analytics<\/span><\/b><span data-contrast=\"auto\"> que volen connectar millor els seus models amb el negoci.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Product Managers, CX i Brand Leaders<\/span><\/b><span data-contrast=\"auto\"> que necessiten rapidesa sense perdre profunditat.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><a href='https:\/\/www.amazon.es\/-\/en\/Jordi-Aymerich\/dp\/8409723085\/ref=sr_1_1?crid=30WL53M2D2GEU&#038;dib=eyJ2IjoiMSJ9.q5RqfCS7w6l2lcxvi-foZQ.17S5vAnFTCRApEHikiRq895aFcUsXOybkrHWp3fklCo&#038;dib_tag=se&#038;keywords=consumer+intelligence+jordi+aymerich&#038;qid=1759311232&#038;sprefix=consumer+intelligence%2Caps%2C63&#038;sr=8-1' class='small-button smallblue' target=\"_blank\">COMPRAR LLIBRE<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><em>Jordi Aymerich Mart\u00ednez\u00a0\u00a0<\/em><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jordi-aymerich-martinez-997349\/\"><em>Founder &amp; Majority Partner at Hamilton | University of Barcelona Professor (PhD)\u00a0<\/em><\/a><\/p>\n<p><em>Octubre, 2025\u00a0<\/em><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>El nuevo libro de Jordi Aymerich reivindica una visi\u00f3n humana y pr\u00e1ctica del an\u00e1lisis de consumidores en tiempos de big data e IA.\u00a0 &nbsp; Vivimos una transformaci\u00f3n sin precedentes. El big data y la Inteligencia Artificial (IA) han cambiado la forma en que las marcas observan, miden y se relacionan con sus consumidores. Pero, no [&hellip;]<\/p>","protected":false},"author":4,"featured_media":5359,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[130,212,215,214],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cConsumer Intelligence\u201d: libera el poder de los consumidore<\/title>\n<meta name=\"description\" content=\"El nuevo libro de Jordi Aymerich reivindica una visi\u00f3n humana y pr\u00e1ctica del an\u00e1lisis de consumidores en tiempos de big data e IA.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/libro-jordi-aymerich-consumer-intelligence\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta 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