F.Y.I.

Fifth Dimension Consulting announces director of qualitative research appointment

September 12, 2024 9:58

Fifth Dimension Consulting has appointed Hannah Krijnen as its director of qualitative research.

The announcement:

Fifth Dimension Consulting is pleased to announce the appointment of renowned qualitative expert Hannah Krijnen to the newly created global role, director of qualitative research.

“We are delighted to welcome Hannah Krijnen to our firm. Her appointment will further augment our capabilities in the area of qualitative research and the exploration and understanding of cultural influences on consumers’ motivations and decision making,” Fifth Dimension Consulting, CEO, Lyndall Spooner said.

“The continued growth and leadership of Fifth Dimension in understanding the psychology of consumer decision making in a tech-driven world saw the need to bring on board a leading cultural expert such as Hannah to help drive innovative brand strategies for our clients.”

Spooner emphasised that Hannah stands out in her field with a unique, culturally-informed approach to qualitative insights. Merging Hannah’s skills with Fifth Dimension’s tech and AI teams will accelerate the firm’s capacity to spearhead innovative thinking and the development of powerful approaches to identify deep human insights.

“Hannah’s expertise draws on linguistic and other techniques to extract deeper cultural insight from qualitative research. These capabilities are of vital importance as part of our work in helping brands to understand how to enhance their engagement and relationship with consumers across the market space,” Spooner said.

“The broader cultural context and sources of influence are more intimately ingrained today in our thinking and behaviours than ever before. Most consumers are not even conscious of the impact their environment is having on how they think and what they do. So, it is imperative to understand these sources of influence and how they affect the way consumers see themselves if we are to design the most effective brand communications.

“Our reputation and award-winning work, combined with our developments in empathic listening, speech-directed surveying and linguistic based recruiting will ensure we remain at the forefront of AI-driven research technologies both within Australia and overseas.”

Hannah Krijnen brings over 20 years’ experience working in agencies, specialising in qualitative methodologies and developing insight-driven brand strategies for some of Australia’s largest brands.

Krijnen has developed a unique approach to understanding cultural influences beyond just what is said, borrowing techniques and methodologies from linguistics and semiotics, among other fields, to identify and interpret forces at play in qualitative responses.

“I am very excited to join the Fifth Dimension team and to work with their impressive client base to drive tech-enabled innovation in the world of culturally informed research. Consumers often struggle to articulate or are not even aware of how they have been influenced. Our work identifies, unpacks and dissects these influences to help determine the why and how,” Krijnen said.

“The new approaches we are developing will get to an even deeper understanding of the factors that sit behind qualitative insights to inform strategic growth opportunities. This is where the magic happens and we are able to assist brands to achieve sustained growth often in challenging market conditions.”

Krijnen boasts extensive domestic and international experience, including countries such as Singapore, New Zealand, Thailand, Taiwan, Japan and Korea. She has expertise in multiple sectors including financial services, entertainment, digital startups and travel. She has lately focused on the cultural assumptions and priorities that underwrite the personal relationships consumers hold with brands and services.