Strategic research consultancy Fifth Dimension has unveiled a new name, a refreshed brand, and an expanded leadership team as it ramps up ambitions to grow its market share in Australia and scale across the Asia Pacific region.
Now rebranded as 5D, the move reflects both a natural evolution of the company’s identity and the way clients have long referred to the business.
The rebrand also sharpens the consultancy’s positioning as a leader in cognitive science and decoding the complexities of modern consumer decision-making.
The 5D team
Embracing the ‘Science of Choice’
Founded nearly 20 years ago, 5D has long worked with some of Australia’s largest companies to apply the science of human behaviour to business strategy.
The new brand identity is anchored by the positioning line ‘The Science of Choice’, spotlighting 5D’s expertise in navigating the psychology behind consumer and brand interactions.
“For almost 20 years, we have been at the forefront of cognitive science, helping businesses understand the complexity of human choice and behaviour,” said Lyndall Spooner, 5D founder and chief executive officer.
“Our new brand positioning, ‘The Science of Choice’, highlights our expertise in consumer decision-making and the factors influencing brand success. Market dynamics have evolved, and traditional approaches to marketing and strategy are no longer relevant.
“Consumer behaviour is shifting due to advancements in technology and social change. We provide science, technology and expertise to help brands make smarter decisions and drive sustainable growth,” Spooner said.
Strategic leadership to fuel innovation
As part of its expansion strategy, 5D has bolstered its senior leadership with appointments spanning brand strategy, advertising, communications, and cultural insight, areas increasingly critical to brand differentiation and growth.
“5D is not a traditional research agency; we are a strategic partner that transforms the complex into simple,” said David Gemmola, chief operating officer at 5D. “We apply a scientific approach to decoding decision-making, helping businesses make smarter, high-impact choices.”
The consultancy is positioning its cross-disciplinary team as a key differentiator in helping clients navigate rapidly changing market environments across the region.
Expanded leadership to drive APAC momentum
The newly formed leadership team at 5D includes:
• Lyndall Spooner, founder and CEO, leading the consultancy’s vision and cognitive science strategy.
• David Gemmola, COO, overseeing operations, finance, B2B, and C-suite research initiatives.
• Alex Vishney, managing director, Sydney, driving innovation across product, service, pricing, and predictive modelling.
• Andrew Slot, managing director, Melbourne, charged with expanding 5D’s new Melbourne office and deepening expertise in customer experience, brand research and data strategy.
• Hannah Krijnen, director of qualitative research, and Melissa Gilson, director of brand and consumer strategy, expanding the agency’s capabilities in brand reputation, culture and insights.
• Abhishek Jayant, director of technology and operations, and Nick Wyatt, data scientist, leading 5D’s AI and machine learning advancements.