Jordi Aymerich's new book champions a humane and practical approach to consumer analysis in the age of big data and AI.
We are experiencing an unprecedented transformation. Big data and Artificial Intelligence (AI) have changed the way brands observe, measure, and engage with their consumers. But it's not all about algorithms. The quality of the information, well-executed statistical analysis (basic and advanced), and, above all, human interpretation to translate data into decisions also matter.
The book “Consumer Intelligence” It is an invitation to Understanding the consumer beyond dashboards and trends. It proposes a very operational roadmap for Collect, analyze, and interpret information from primary and secondary methods, from surveys and qualitative methods to digital sources such as social media or purchase histories.
He aim it is clear: reduce risks and make better decisions, both strategic and day-to-day (product, pricing, brand, customer experience, etc.).
AI yes, but with criteria
Aymerich recognizes the current and growing impact of AI on our professional routines:
- Synthetic data for research when the sample is limited.
- Automation in insight extraction.
- Improvements in statistical programming to speed up analysis times.
Still, it underlines something essential that we firmly believe in: Markets are not driven only by algorithms, but by people with real motivations.. AI multiplies the speed and depth of analysis; human interpretation sets the context and ethics.
Key points:
- A critical and human framework that combines statistical analysis, qualitative research, and updated perspectives such as need states.
- Tips for applying useful approaches such as EAST model and AI tools without losing rigor.
- Cases and guidelines for moving from data to decisions: How to prioritize sources, avoid bias, and connect findings to business action.
- A practical and updated guide for professionals who want maximize the potential of data, work with “small” or “big”.
Who is it intended for?
- Marketing and Insights Directions seeking to improve the quality of their decisions.
- Data/Analytics Teams who want to better connect their models to the business.
- Product Managers, CX and Brand Leaders who need speed without losing depth.
Jordi Aymerich Martínez
Founder & Majority Partner at Hamilton | University of Barcelona Professor (PhD)
October 2025
