Fifth Dimension Consulting, an Australian strategic research consultancy, has appointed Hannah Krijnen to the newly created global role of Director of Qualitative Research.

The firm, which works with numerous brands both nationally and internationally, continues to expand as more companies turn to their award-winning systems to increase market share.

Krijnen is a renowned qualitative expert with over 20 years of experience in the field. She has worked extensively in agencies, specialising in qualitative methodologies and developing insight-driven brand strategies. Her expertise includes using linguistic and other techniques to extract deeper cultural insight from qualitative research.

"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," said CEO of Fifth Dimension Consulting, Lyndall Spooner.

Krijnen's experience spans across multiple sectors including financial services, entertainment, digital startups, and travel. She has extensive domestic and international experience, having worked in countries such as Singapore, New Zealand, Thailand, Taiwan, Japan, and Korea.

"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.

Fifth Dimension has been recognised for its innovative approach to research and strategy, winning multiple awards including the 2021 Judges Choice FORSTA AIR Award, a 2021 Confirmit ACE (Achievement in Customer Excellence) Award in the Innovation category, and a 2020 Confirmit AIR Insight and Research Award. The firm was also listed in the GreenBook Research Industry Trends (GRIT) Top 25 Strategic Consultancies.

Krijnen's appointment comes at a time when Fifth Dimension is looking to further expand its global footprint and continue its trajectory of success in the strategic research consultancy space.