5D Strengthens Qual Offer

Strategic research consultancy 5D, known until earlier this year as Fifth Dimension, has expanded its qualitative research and brand strategy division with the appointment of Erryn Balzan as Senior Consultant.

The Australian company was established in 2006, changed its name in April, and specialises in the 'Science of Choice', with expertise in five areas: strategy, methodology, experience, research and technology. The firm recently launched an AI division, 5D-AI, which develops custom-built solutions including deep-trained chatbots, large language models, generative AI agents, machine learning models, and smart data hubs.

Balzan (pictured right) brings more than fifteen years of experience in qualitative research and brand strategy, including senior roles with leading agencies including Human8, Crowd DNA, Fiftyfive5 and Galkal, and most recently has been working as a freelance independent research and strategy consultant. He reports to Melissa Gilson (pictured left), Director of Brand and Qualitative Research, who comments: 'I'm excited to welcome Erryn to the business. His expertise goes a long way in solidifying our commitment to qualitative and brand strategy work - work that builds on the decades of experience 5D has to offer on top of our already strong quantitative analysis and behavioural science outputs.'

Web site: www.5d.consulting .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.