{"id":5354,"date":"2025-10-16T12:11:18","date_gmt":"2025-10-16T12:11:18","guid":{"rendered":"https:\/\/hamilton.global\/?p=5354"},"modified":"2026-04-22T10:17:33","modified_gmt":"2026-04-22T10:17:33","slug":"libro-jordi-aymerich-consumer-intelligence","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/libro-jordi-aymerich-consumer-intelligence\/","title":{"rendered":"Consumer Intelligence: Unleash the Power of Consumers"},"content":{"rendered":"<h2><b><span data-contrast=\"auto\">Jordi Aymerich&#039;s new book champions a humane and practical approach to consumer analysis in the age of big data and AI.<\/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\">We are experiencing an unprecedented transformation. <\/span>Big data and Artificial Intelligence (AI) have changed the way brands observe, measure, and engage with their consumers. But it&#039;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.<\/p>\n<p><strong>The book <\/strong><span data-contrast=\"auto\"><strong>\u201cConsumer Intelligence\u201d<\/strong> It is an invitation to <\/span><b><span data-contrast=\"auto\">Understanding the consumer beyond dashboards and trends<\/span><\/b><span data-contrast=\"auto\">. It proposes a very operational roadmap for <\/span>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.<\/p>\n<p><span data-contrast=\"auto\">He <strong>aim<\/strong> it is clear: <\/span><b><span data-contrast=\"auto\">reduce risks<\/span><\/b><span data-contrast=\"auto\"> and <\/span><b><span data-contrast=\"auto\">make better decisions<\/span><\/b><span data-contrast=\"auto\">, both strategic and day-to-day (product, pricing, brand, customer experience, etc.).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">AI yes, but with criteria<\/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\"> recognizes the current and growing impact of AI on our professional routines:<\/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\">Synthetic data for research when the sample is limited.<\/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\">Automation in insight extraction.<\/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\">Improvements in statistical programming<span data-contrast=\"auto\"> to speed up analysis times.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Still, it underlines something essential that we firmly believe in: <\/span><b><span data-contrast=\"auto\">Markets are not driven only by algorithms, but by people with real motivations.<\/span><\/b><span data-contrast=\"auto\">. AI multiplies the speed and depth of analysis; <\/span>human interpretation<span data-contrast=\"auto\"> sets the context and ethics.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">Key points:<\/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\">A critical and human framework<\/span><\/b><span data-contrast=\"auto\"> that combines <\/span>statistical analysis, qualitative research, and updated perspectives such as need states.<\/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\">Tips for applying useful approaches such as <\/span><b><span data-contrast=\"auto\">EAST model<\/span><\/b><span data-contrast=\"auto\"> and <\/span><b><span data-contrast=\"auto\">AI tools<\/span><\/b><span data-contrast=\"auto\"> without losing 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\">Cases and guidelines<span data-contrast=\"auto\"> for <\/span><b><span data-contrast=\"auto\">moving from data to decisions<\/span><\/b><span data-contrast=\"auto\">: How to prioritize sources, avoid bias, and connect findings to business action.<\/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\">A <\/span><b><span data-contrast=\"auto\">practical and updated guide<\/span><\/b><span data-contrast=\"auto\"> for professionals who want <\/span>maximize the potential of data<span data-contrast=\"auto\">, work with \u201csmall\u201d or \u201cbig\u201d.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">Who is it intended for?<\/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\">Marketing and Insights Directions<\/span><\/b><span data-contrast=\"auto\"> seeking to improve the quality of their 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\">Data\/Analytics Teams<\/span><\/b><span data-contrast=\"auto\"> who want to better connect their models to the business.<\/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 and Brand Leaders<\/span><\/b><span data-contrast=\"auto\"> who need speed without losing depth.<\/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\">BUY BOOK<\/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>October 2025\u00a0<\/em><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Jordi Aymerich&#039;s new book champions a human and practical approach to consumer analysis in the age of big data and AI. We are living through an unprecedented transformation. Big data and Artificial Intelligence (AI) have changed the way brands observe, measure, and engage with their consumers. But, not [\u2026]<\/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\/en\/libro-jordi-aymerich-consumer-intelligence\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta 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