The book argues that organisations do not suffer from a lack of data. They suffer from a lack of a disciplined process for turning data into decisions. It presents Consumer Intelligence as that discipline: an evolution of market research that integrates quantitative rigour, qualitative depth, behavioural science and strategic interpretation , structured around the decisions that need to be made, not the data that happens to exist.
The book combines theoretical grounding with real-world application, drawing on case studies from consumer markets across Europe, Africa and the Americas , and examining how AI is reshaping the way intelligence is gathered, analysed and applied.
- The consumer as a person, not a data point , and what that means for research design
- The limits of rational consumer models , and why understanding the unconscious matters
- The backwards research model: starting from the decision, not the question
- The Hamilton Intelligence Roadmap©: a structured, adaptable process for consumer intelligence
- The role of AI in fieldwork, analysis, interpretation and synthetic data generation
- The relationship between qualitative depth and quantitative breadth , and when each is necessary
- Executive decision-making and strategic consulting contexts
- University and executive education programmes
- Conferences and professional forums on marketing and analytics
- Organisations navigating complex consumer, brand and market questions
The ideas in the book are used in: