See what others don't.
The thinking behind every study: the MEPI® ontology, the discipline of Customer Intentions Intelligence™, the book that explains them and the newsletter where we put them to the test.
MEPI®
MEPI® does not describe what the customer does. It describes what they are trying to achieve, and defines how to know whether they achieved it.
Dimensions
The major domains of experience in an industry, unified so every department names them the same way.
Intentionalities
What the person is trying to achieve within each dimension, always written as verb, object and clarifier.
Success criteria
The observable conditions that tell whether the intentionality was fulfilled. They are what makes experience measurable.
Illustrative example of a dimension, an intentionality and two success criteria.
Customer Intentions Intelligence™
The discipline that turns the model into decisions.
Every measurement can be traced back to the intention that justifies it and forward to the decision it feeds. If a metric does not reach any decision, it is unnecessary.
The book
The model behind the work, explained from beginning to end.
Repensar la Experiencia del Cliente (LID Editorial, 2026, in Spanish), by Víctor M. González, explains MEPI®, the ontology that breaks experience down into dimensions, intentionalities and success criteria, and the discipline that uses it to decide: Customer Intentions Intelligence™.
The newsletter · LinkedIn
Ver lo que otros no ven.
Essays in Spanish by Víctor M. González on customer experience, measurement and artificial intelligence applied to research.
Looking for an article from the Sperientia blog? The previous archive was retired from the site. The current ideas live here, in the book and in the newsletter.
From Sperientia to Rhinosight™