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Method and projects

My workshop

Today I’m building on my experience by adding method and new tools to understand, in depth, the people behind the data. I’m bringing together Customer Experience and qualitative research with advanced analytics and applied Artificial Intelligence to decode patterns in decision-making. With one clear aim: aligning business goals with people’s deeper needs (the insights).

Specialisation · Active learning

Main

Postgraduate in Customer Experience with AI

IEBS Business School
10/2026 – 04/2027
Main

Master’s in Artificial Intelligence

BIG school
Since Sep 2026 · lifetime access

Also in progress

  • How can we stay competitive through judgement? The future of work in the age of AIInsights + Analytics España2026
  • Sintéticos en Investigación Cualitativa de Mercados (synthetic data in qualitative market research)Insights + Analytics España2026

Completed

  • Práctico de Inmersión en la IA para Investigadores de Mercados (hands-on AI immersion for market researchers)Insights + Analytics España2026
  • ChatGPT Work: from zero to agents (8 h)BIG school2026
  • España Emprende · Lean Startup and agile methodologiesPhimister Business School2026
  • ChatGPT: How to Apply Artificial Intelligence in Your BusinessPenta Learning E-ducation2024
  • Leadership · Public speaking · Conflict resolutionFundación Paco Puerto · Granollers2023

My framework

My foundation in action

  • International B2B and B2B2C marketing and communication
  • Connecting marketing, sales and product around the customer
  • Adapting messages to different markets, languages and cultures
  • Organising and facilitating workshops with sales, product and R&D to define messages and value propositions
  • Caring for the experience at events and launches
  • Managing budgets and suppliers
  • Sending newsletters to leads with HubSpot
  • Using generative AI every day (ChatGPT, Claude, NotebookLM) to create content and to organise and synthesise information, and agentic AI (Claude Cowork, ChatGPT Work) to automate tasks, which I keep exploring in more depth

Skills I’m integrating

  • Customer Experience: customer journeys, touchpoints and friction
  • Qualitative research: interviews and in-depth techniques
  • Distinguishing between evidence, inference, hypothesis and insight
  • Choosing the right research method
  • AI applied to research and decision-making: what it can support, where its limits lie and how to validate it

On the horizon

  • The relationship between people and technology: how we perceive social robots and AI-powered services, and how much trust they inspire
  • Synthetic data in research: possibilities and risks
  • AI agents applied to marketing and research processes

AI and me

I’ve been fully immersed in AI since ChatGPT appeared. I haven’t stopped trying it out, following how it evolves and looking for new ways to make the most of it: today it is part of my everyday work, from content creation to automating tasks with agents.

I find it an enormously useful tool that opens up a world of possibilities, and I think now is the time to get up to speed so as not to be left behind. But it’s not just about using AI; it’s about truly integrating it into companies’ processes and redefining what each side brings: what machines can do better and where we humans are irreplaceable.

That said, I’m not entirely convinced by the term “artificial intelligence”. I prefer to speak of augmented intelligence: not an intelligence that replaces ours, but a tool that extends what we already know how to do —searching, organising, cross-checking, creating— without thinking for us. Judgement, context and empathy remain human.

I do it mindfully: I prioritise the confidentiality of information and respect for regulation and ethics, and I always keep in mind the limits of the technology, the context and the need for human validation.

The more capable AI becomes, the more valuable the human side is: judgement, empathy and the ability to understand people.

See my AI experiments in EM Lab →

What brought me here?

The sustainability challenge

Helping customers understand the differences between recyclable, compostable and bio-based materials, so they could make informed decisions. As a manufacturer, INTERMAS Group had a responsibility for environmental education along the whole value chain.

The brand challenge

On top of that came another challenge: in industry we tend to look at the product first —what we offer and how it performs. That makes sense in a technical sector, but it is also one of marketing’s great challenges: making visible the value of a coherent brand, where every catalogue, every trade fair and every message tells the same story. Because in B2B, people make the decisions too.

Today I want to take that way of looking further: start with the person, understand what they need and what moves them forward or holds them back, and turn that understanding into better experiences and decisions.

What my experience brings to Customer ExperienceWhat my experience brings to CX

Organising international events from start to finish
Caring for every touchpoint of an experience
Adapting messages to markets and languages
Understanding that every context makes decisions differently
Moving from the product to its benefits
Designing from value for each customer segment
Rebranding and brand coherence
Making the brand promise the same thing on every channel
Connecting product, sales and marketing
Aligning teams around the customer
Workshops with sales, product and R&D
Facilitating co-creation between teams

How I approach a challenge: strategic perspective first

What if the problem wasn’t deciding, but the perspective we decide from?

  1. Start from the business objective: what the company needs to decide.
  2. Break it down and prioritise: choose which objective to tackle first, based on its impact and the resources available.
  3. Observe and ask the right questions before forming an opinion.
  4. Choose words with care: the ones I hear and the ones I use.
  5. Question what we take for granted.
  6. Turn understanding into concrete actions and business decisions.

No result is ever guaranteed. But a good method, one that starts from knowing people (the buyer personas), makes it possible to form hypotheses and to set, from the outset, the objectives and metrics for each action, including the figures that will tell us when to scale up and when to iterate. That way we can test on a small scale and move forward without taking on too much risk.

Methods I’m incorporating

From my training in Lean Startup and agile methodologies I bring a way of working: testing ideas on a small scale before investing, with a minimum viable product (MVP), listening to what customers say and iterating in short cycles. It fits my way of approaching challenges: start with the person and validate before scaling.

A real example

Redefining the brand of such a complex group required knowing it from the inside, something difficult for an external agency. So I led the project and brought together sales, product and R&D from each business unit to ask ourselves what our solutions truly offered people and the environment. The brand’s new narrative came out of those conversations.

What I share

On LinkedIn I connect current news with insights on behaviour, research, customer experience and the relationship between people and technology.

Post “Socrates didn’t have AI”: Socrates in conversation with his disciples Socrates didn’t have AI. But he had the right question. Thinking critically means examining what we are accepting, including when faced with an AI answer. Read on LinkedIn ↗ Post “Same mistake. Same judgement?”: a person and a robot before a court Same mistake. Same judgement? Do we forgive a human error the same way we forgive an AI’s? A key question for those of us who design experiences. Read on LinkedIn ↗ Post on visibility and trust: an eye and a fingerprint Can you buy visibility without buying trust? Visibility can be bought. Trust cannot. Read on LinkedIn ↗
EM Lab · Evidence, Insight, Strategy · Human Decision Intelligence All my posts, experiments and words with a story. Enter EM Lab →

Where I’m heading

I’m motivated by teams that make decisions by truly listening to their customers.

Projects that interest me

I’m especially interested in projects where technology —AI, robotics— is put at the service of people and has a social impact. Also B2B and B2C companies that want to understand their customers better: industry, services, hospitality, tourism, real estate or organisations undergoing transformation.