Fifth Dimension Consulting appoints global director of consumer insights and brand strategy

CHRIS MCINTYRE

November 28, 2024 12:46

Fifth Dimension Consulting has appointed a new global director of consumer insights and brand strategy.

Renowned brand and research expert, Melissa Gilson, will step into the role and join the team, the company confirmed on Thursday.

Gilson’s expertise in brand positioning, culture and consumer motivations will be a key focus for the role as more brands and organisations are gaining and needing assistance with navigating market challenges and driving the growth of their respective companies.

“We are delighted to welcome Melissa Gilson to our firm. During 2024 Fifth Dimension Consulting expanded our leadership team to magnify and solidify our global capabilities and reach across key areas including trust, privacy and AI technology, to assist organisations and brands to drive long term sustainable growth through granular insights into consumer behaviour and the development of cutting-edge brand strategies,” Fifth Dimension Consulting CEO, Lyndall Spooner, said.

Gilson will bring 25 years of experience in qualitative research and brand planning experience to the agency.

“I am excited to translate my wealth of experience into the fiercely talented and innovative team at Fifth Dimension Consulting and look forward to helping more household names create history through dynamic and memorable strategies that become ingrained into the cultural psyche for many generations,” Gilson added.

“I love that challenge where you know that the strategy is solid, but it needs to be embedded into the consumer’s memory via a standout creative platform. This is where the magic happens.

“Understanding consumer behaviour for the purpose of developing predictive modelling is become a more complex and nuanced challenge particularly in the face of AI platforms purporting to deliver deep and quick qualitative insights. In reality these platforms are such a contradiction in terms. A common misconception is that qualitative research always seeks out the centralist view. While that is true sometimes, it is often the outliers, the inconsistencies and nuances that we value the most.”