Harmon launches Misura, its economic analysis unit specialised in measuring the social value of intangibles

Madrid, 5 March 2026.

Harmon, Spain’s first consultancy specialised in non-market strategy, announces the launch of Misura, a new economic analysis centre dedicated to the measurement of the social value of intangibles, created with a clear purpose: to measure wellbeing with the same rigour used to measure production or profit.

Led by Alberto Muelas, Partner for Impact and Foresight at Harmon, Misura provides both quantitative and qualitative indicators to assign monetary value to intangible benefits that often remain invisible. It will also enable the integration of non-market impact analysis into business management. Using innovative methodologies at the forefront of European practice, the new economic analysis centre will offer leaders and organisations data-driven models and scenarios that help anticipate social, environmental and institutional risks that traditional financial analysis does not always capture.

Through this initiative, the firm aims to strengthen evidence-based decision-making by analysing economic return, social impact and the efficiency of resource use. “With Misura, we want to broaden the way organisations understand the economic and social impact of intangibles through numbers. Without data, both public and private decisions are taken blindly, and that is something organisations cannot afford in such an unstable ecosystem,” says Jaime Olmos, CEO of Harmon.

The new unit aims to transform data and analysis into strategic knowledge, with the objective of maximising the economic and social value generated by organisations’ non-market strategies. By developing deeper analyses of inequality, migration, the energy transition, climate change, resource scarcity, biodiversity, education and health, Misura seeks to examine a broader economic reality and bring greater clarity to these areas. In doing so, it expands the analytical scope of traditional economic analysis units in order to enable more responsible and better-grounded decision-making, within what it defines as “non-market economics.”

“An impact and economic studies centre is not an academic luxury; it is essential intellectual infrastructure for avoiding costly decisions and maximising the value generated by public policy and social investment,” says Alberto Muelas, Harmon partner and now head of Misura.

For this initiative, Misura is partnering with Bestiario as its strategic collaborator in creative technology. Bestiario is a creative agency specialising in information design and data visualisation, developing intelligent products and systems powered by AI and data. Together, they will drive pioneering solutions in data-driven creativity to expand the reach and impact of Misura’s services.

For further information

Alejandro Peral | [email protected]
Duarte Núñez | [email protected]