{"id":973,"date":"2011-06-21T11:03:00","date_gmt":"2011-06-21T11:03:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/06\/21\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/"},"modified":"2025-11-03T11:55:13","modified_gmt":"2025-11-03T11:55:13","slug":"segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/","title":{"rendered":"Segmentaci\u00f3 Estrat\u00e8gica Emocional, una cosa meravellosa est\u00e0 a punt de passar"},"content":{"rendered":"<p><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>   <w:browserlevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if !mso]><object classid=\"clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D\"><\/object>  <![endif]--><!--[if gte mso 10]>  <![endif]--><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>   <w:browserlevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if !mso]><object classid=\"clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D\"><\/object>  <![endif]--><!--[if gte mso 10]>  <![endif]-->  <\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Tot \u00e9s vol\u00e0til, tot \u00e9s m\u00f2bil, tot \u00e9s flexible, tot \u00e9s canviant, tot \u00e9s din\u00e0mic, tot \u00e9s actiu.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Hem passat de necessitats m\u00e9s o menys simples, tangibles, perdurables, atemporals i de mercats madurs a necessitats complexes, intangibles, desconegudes, amb una evoluci\u00f3 mental extraordin\u00e0ria, amb nous mercats i amb formes de relaci\u00f3 intel\u00b7ligent.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Un consumidor que apr\u00e8n sobre la marxa amb un proc\u00e9s adaptatiu que era impensable fa deu o quinze anys. La vella economia no tornar\u00e0 mai m\u00e9s i com ja comentava Manuel Castells, \u201cla societat de xarxes emergeix i s&#039;expandeix com una forma dominant d&#039;organitzaci\u00f3 social a la nostra \u00e8poca\u201d.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Les implicacions de tot s\u00f3n clares ja que entrem en un nou paradigma relacional dels consumidors amb els productes i les marques que els representen.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">I aqu\u00ed ve el quid de la q\u00fcesti\u00f3 i far\u00e9 servir el geni de les marques, John Grant, per il\u00b7lustrar el pensament.<\/span><\/p>\n<p style=\"text-align: justify;\"><a name=\"OLE_LINK1\"><\/a><a name=\"OLE_LINK2\"><\/a><span style=\"\"><b><span style=\"font-size: 10pt; font-family: Arial;\">Qu\u00e8 \u00e9s una marca?<\/span><\/b><\/span><span style=\"\"><\/span><span style=\"font-size: 10pt; font-family: Arial;\"><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">&quot;Una marca \u00e9s un tipus de model mental i els \u00e9ssers humans (consumidors) atorguem sentit al m\u00f3n a trav\u00e9s de models mentals&quot;. que tracta de determinar com funciona la nostra ment. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">L&#039;aprenentatge \u00e9s quan alg\u00fa canvia el seu model mental, per tant aquelles marques o models mentals que s\u00e0piguen adaptar la seva oferta a un nou model de consumidor, en aquest entorn canviant, vol\u00e0til din\u00e0mic i flexible, seran aquelles que millor sobrevisquin en els propers anys .<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Contemplar les marques des de la l\u00f2gica del llenguatge, la percepci\u00f3, la cultura, la intel\u00b7lig\u00e8ncia artificial i la neurologia ser\u00e0 la base futura de la investigaci\u00f3 de mercats estrat\u00e8gica.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">D&#039;aqu\u00ed la necessitat de vincular una manera d&#039;entendre els consumidors des de l&#039;\u00f2ptica d&#039;una segmentaci\u00f3 estrat\u00e8gica emocional.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Dins l&#039;equaci\u00f3 del valor de marca un punt fonamental s\u00f3n els valors emocionals, aquells que aporten la connexi\u00f3 real del consumidor amb aquesta o amb la proposta de valor emprada.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Si el nostre valor \u00e9s l&#039;aprenentatge, hem de ser capa\u00e7os de comprendre que un mercat ja no se segmenta en base a criteris est\u00e0tics, com afirmava l&#039;AMA (American Marketing Assotiation), de manera literal en angl\u00e8s.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\" lang=\"EN-US\">\u201cTo cope with aquest ever-changing escenari, m\u00e0rqueting segmentaci\u00f3 i targeting techniques s\u00f3n rapidly evolving, from traditional, static, demographic-based criteria towards dynamic, mood, lifestyle and psychographic influences. \u00c9s no llarg a q\u00fcesti\u00f3 d&#039;identifying els seus clients a l&#039;edat, geogr\u00e0fica o income, per\u00f2 s&#039;ha de tenir en compte que hi ha, basat en les seves mood, beliefs i les ocasions.<\/span><span style=\"font-size: 10pt; font-family: Arial;\" lang=\"EN-US\"> <\/span><span style=\"font-size: 10pt; font-family: Arial;\" lang=\"EN-GB\"><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">L&#039;aproximaci\u00f3 t\u00e8cnica ha de basar-se en la cerca de la soluci\u00f3 \u00f2ptima de segments que expliqui el nostre mercat des d&#039;una \u00f2ptica relacional, que tingui a veure amb processos de recollida d&#039;informaci\u00f3 que ens aporti valor sobre diferents q\u00fcestions com ara l&#039;esquema mental del proc\u00e9s de decisi\u00f3 i compra , els desitjos i les frustracions, les experi\u00e8ncies viscudes, l&#039;adaptaci\u00f3 de la nostra oferta a les seves vides, les hist\u00f2ries que expliquen les marques i les categories de consum.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Sortim al carrer, observem, experimentem i extreguem conclusions reals d&#039;un m\u00f3n el model mental del qual ha canviat i on ja no \u00e9s v\u00e0lid el discurs que la nostra marca s&#039;identifica amb aquells consumidors de 25 a 45 anys, de classe social mitjana-alta amb uns ingressos familiars superiors a 100.000 euros dh\u00e0bitats de m\u00e9s de 50.000 habitants.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">La R-evoluci\u00f3<\/span><span style=\"font-size: 10pt; font-family: Arial;\"> de la investigaci\u00f3 de mercats estrat\u00e8gica \u00e9s a prop on un concepte de ci\u00e8ncia cognitiva guanyar\u00e0 pes i on les t\u00e8cniques etnogr\u00e0fiques d&#039;an\u00e0lisi de comportament, les t\u00e8cniques de detecci\u00f3 de valors com el Laddering, les t\u00e8cniques de reconeixement d&#039;hist\u00f2ries i de suscitaci\u00f3 metaf\u00f2rica seran claus, t\u00e8cniques de segmentaci\u00f3 latents <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Per\u00f2 una destacar\u00e0 per sobre de la resta com \u00e9s la Neuroci\u00e8ncia, ja que ens permetr\u00e0 aportar ci\u00e8ncia cognitiva als processos d&#039;elecci\u00f3 i compra, als pensaments, desitjos i sentiments subsconscients de les decisions di\u00e0ries. Per\u00f2 compte, des d&#039;una \u00f2ptica cient\u00edfica i amb les m\u00e8triques adequades, no des de l&#039;amateurisme freelancero de \u201cpseudoaprenents deneur\u00f2legs\u201d amb t\u00edtol en economia o empresarials. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">El Neurom\u00e0rqueting \u00e9s una ci\u00e8ncia quantitativa, no qualitativa ja que amb les m\u00e8triques establertes es poden determinar patrons de conducta, mapes mentals i perqu\u00e8 no, segmentacions de pensaments.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Ens atrevim a plantejar un m\u00f3n de la investigaci\u00f3 avan\u00e7ada? Com dirien els de Sony al llan\u00e7ament de Playstation\u2026\u201dPlay?\u201d.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\"><br \/><\/span><\/p>\n<p><span style=\"font-size: 10pt; font-family: Arial;\">Jordi Crespo<br \/>Soci Director Hamilton<\/span><\/p>\n<p style=\"font-family: arial; text-align: justify;\"><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>   <w:browserlevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Tot \u00e9s vol\u00e0til, tot \u00e9s m\u00f2bil, tot \u00e9s flexible, tot \u00e9s canviant, tot \u00e9s din\u00e0mic, tot \u00e9s actiu. Hem passat de necessitats m\u00e9s o menys simples, tangibles, perdurables, atemporals i de mercats madurs a necessitats complexes, intangibles, desconegudes, amb una evoluci\u00f3 mental extraordin\u00e0ria, amb nous mercats i amb formes de relaci\u00f3 intel\u00b7ligent. Un consumidor que [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"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":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -<\/title>\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\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -\" \/>\n<meta property=\"og:description\" content=\"Todo es vol\u00e1til, todo es m\u00f3vil, todo es flexible, todo es cambiante, todo es din\u00e1mico, todo es activo. Hemos pasado de necesidades m\u00e1s o menos simples, tangibles, perdurables, atemporales y de mercados maduros a necesidades complejas, intangibles, desconocidas, con una evoluci\u00f3n mental extraordinaria, con nuevos mercados y con formas de relaci\u00f3n inteligente. Un consumidor que [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/ca\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2011-06-21T11:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-03T11:55:13+00:00\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\",\"url\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\",\"name\":\"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2011-06-21T11:03:00+00:00\",\"dateModified\":\"2025-11-03T11:55:13+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/ca\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/ca\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/","og_locale":"ca_ES","og_type":"article","og_title":"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -","og_description":"Todo es vol\u00e1til, todo es m\u00f3vil, todo es flexible, todo es cambiante, todo es din\u00e1mico, todo es activo. Hemos pasado de necesidades m\u00e1s o menos simples, tangibles, perdurables, atemporales y de mercados maduros a necesidades complejas, intangibles, desconocidas, con una evoluci\u00f3n mental extraordinaria, con nuevos mercados y con formas de relaci\u00f3n inteligente. Un consumidor que [&hellip;]","og_url":"https:\/\/hamilton.global\/ca\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/","og_site_name":"Hamilton","article_published_time":"2011-06-21T11:03:00+00:00","article_modified_time":"2025-11-03T11:55:13+00:00","author":"Jorge Teixeira","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"Jorge Teixeira","Temps estimat de lectura":"4 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/","url":"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/","name":"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -","isPartOf":{"@id":"https:\/\/hamilton.global\/#website"},"datePublished":"2011-06-21T11:03:00+00:00","dateModified":"2025-11-03T11:55:13+00:00","author":{"@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28"},"breadcrumb":{"@id":"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/#breadcrumb"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hamilton.global\/"},{"@type":"ListItem","position":2,"name":"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir"}]},{"@type":"WebSite","@id":"https:\/\/hamilton.global\/#website","url":"https:\/\/hamilton.global\/","name":"Hamilton Global","description":"Market Intelligence Consulting Company","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hamilton.global\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28","name":"Jorge Teixeira","image":{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/hamilton.global\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","caption":"Jorge Teixeira"},"url":"https:\/\/hamilton.global\/ca\/author\/jorge\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/973"}],"collection":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/comments?post=973"}],"version-history":[{"count":1,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/973\/revisions"}],"predecessor-version":[{"id":5444,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/973\/revisions\/5444"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/media?parent=973"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/categories?post=973"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/tags?post=973"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}