As AI floods marketers with data, decision-making isn’t getting easier – it’s getting noisier. And, that’s creating fresh demand for specialists who can decode why people behave the way they do, not just measure what they click.
Enter 5D: a consultancy focused on decision-science, qualitative insight and brand strategy.
The firm works with clients to understand how cultural, social and emotional forces shape behaviour, then turns that into strategic frameworks, research programs and data-driven choices.
For director of brand and qualitative research Melissa Gilson, the moment couldn’t be clearer: “We bring critical and original thinking to every challenge, translating complexity into actionable solutions that drive measurable impact,” she told Mediaweek.
“With market-leading technical expertise, we leverage advanced tools and insights to decode choice at every level.”
AI is a booster, not a replacement
While AI has transformed how data is collected and analysed, Gilson argues it has opened the door further for deep qualitative understanding.
“AI has changed the game, and what we’re missing now is the why,” she said.
“We have so much data about what people do. What we don’t have is what’s under the skin: things like why they make decisions, how cultural and macro forces influence them, and what that means commercially.”
She says the shift is visible in client behaviour. “I’ve worked in qualitative research for 25 years. I’ve always been busy, but we’ve never been busier. People are hungry for nuanced insight – a layered understanding of why people do what they do.”
And despite industry anxiety, she sees AI as a multiplier, not a threat.
“It’s naïve to say AI isn’t replacing some roles, but it’s incredibly valuable when used the right way. It speeds synthesis, adds rigor, and lets us talk to more people. But it still needs the human layer to interpret cultural nuance and meaning,” she said.
Decision-science delivered with experience
As brands grapple with overwhelming inputs, Gilson says the demand for senior strategic talent is accelerating.
“Clients lean on us hard: what does this mean? What should we do? Can you curate this? You can’t do that without deep experience. We bring cultural context and judgement – what’s signal versus noise.”
5D’s model links brand strategy to competitive context and customer experience, supported by proprietary frameworks, integrated data systems and behavioural research.
“No decision or insight is devoid of others,” she said. “We directly link brand strategy to competitive position and the lived brand experience.”
High stakes, high expectations
Gilson says the consultancy’s approach is grounded in discipline and iteration.
“It’s garbage in, garbage out. We build a very robust understanding of what the client needs before we start. And if something shifts, we pivot – change the approach, adjust the line of questioning. That takes confidence,” she said.
“We’ll keep seeing demand for experienced researchers who can connect dots. AI doesn’t remove the need for judgement – it makes good judgement even more valuable.”