5D
Showing 1 - 10 of 16 results
Generation TBC: the case for renaming generations
5D founder Lyndall Spooner says it's time to scrap the Greek alphabet and rename Millennials, Gen Z and beyond properly.
by Lyndall Spooner – Aug 20, 2026
Why experience is rewriting the rules of brand loyalty
Marketers spent years obsessing over awareness funnels. Now experienced buyers are blowing holes straight through them.
by Lyndall Spooner – May 29, 2026
New 5D data shows experienced buyers are ditching brand loyalty
As it turns out, marketers may have a loyalty problem.
by Natasha Lee – May 28, 2026
How a friendship forged two decades ago helped Lyndall Spooner grow 5D
Despite running seperate companies, there's never been any frenemy energy between Spooner and Social Soup's Sharyn Smith.
by Natasha Lee – Apr 13, 2026
You've got their data. Now what?
Melissa Gilson and Erryn Balzan of 5D explore why consumers are losing patience with the one-way exchange of their data.
by Melissa Gilson and Erryn Balzan – Mar 17, 2026
5D launches Nexus to turn market intelligence into foresight
Nexus is positioned as a 'living” intelligence unit that evolves alongside client needs.
by Vihan Mathur – Feb 24, 2026
Drowning in data? Why context is the power skill marketers want now
Melissa Gilson: 'I’ve worked in qualitative research for 25 years ... I've never been busier.'
by Natasha Lee – Nov 4, 2025
Reimagine, rethink, rebuild: how the research industry needs to change
Reimagining the craft should deepen understanding, not dilute it.
by Lyndall Spooner – Nov 3, 2025
5D expands qualitative research division with senior hire
Erryn Balzan joins 5D as senior consultant in qualitative research and brand strategy, strengthening the consultancy’s focus on consumer behaviour.
by Mediaweek – Oct 1, 2025
How choice framing will reshape marketing strategy
'Choice framing provides marketers with a deeper understanding of what drives choice and the nature of the relationship they can build between the buyer and the brand.'
by Lyndall Spooner – Aug 27, 2025
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