Lyndall Spooner

Lyndall Spooner
  • Title: Managing Director
  • Company: Fifth Dimension Research & Consulting

Lyndall founded Fifth Dimension in 2006 and has over 20 years’ experience in management consulting, market research and marketing consulting. With a passion for merging scientific and technical capabilities and backed with over a decade of experience working in broader consulting (including 3 years at Invetech, one of Australia’s largest technology commercialisation companies) Lyndall has grown Fifth Dimension to be a leading and unique Consumer Strategy consultancy. 5D is actively sought out by many of Australia’s largest organisations, as well as global technology companies, to design and implement key customer insights programs and to develop new commercial opportunities. Lyndall specialises in driving behavioural change strategies, the development of new products and services, and optimising voice of the customer programs and data architecture. Lyndall won the AMSRS 2017 People’s Choice Award for her paper on respondent profanity in surveys. She has been a member of the AMSRS since 2006 and was voted onto the AMSRS board in 2018

Fake data = Fake news: How easy is it to source accurate research data in the digital age?

Co- Presenter-Kai Lufen

Accurate and representative data has been, and always will be, the cornerstone of good market research. And in the digital age, more than ever before, we are at a greater risk of reporting fake data and risking our integrity as a source of truth. A significant amount of market research data today comes from survey panels. How confident are you in that data? Have you ever considered how data quality might vary from panel to panel? How far do you go to ensure you are collecting accurate data? At the end of 2018 we conducted our most comprehensive panel review to date involving seven of Australia’s largest panel providers. We evaluated the accuracy of the data we collected against independent sources as well as the behaviour of the respondents. We will outline what researchers should be considering to increase the accuracy of their data sourced from panels. So how accurate do you think online panel data is?

What’s the ‘right’ customer experience metric?

Co- Presenters- Nick Wyatt & Alex Vishney

Millions are spent each year on performance bonuses across organisations, yet virtually no empirical rigour is applied to selecting the right customer experience metric. Voice of the customer (VoC) programs are increasing in popularity and sophistication, but at the heart of these programs often lies a single metric that an organisation is trying to improve. There are many to choose from – NPS, CSAT, CES, WTP, Consideration, Preference, Likelihood to stay….and many others. Given that the customer metric often determines millions of dollars of bonuses each year across the organisation, it seems strange that companies don’t apply rigour to the selection of the right metric for their organisation (or any of the companion metrics beneath it). We’ve found that different metrics are suited to different sectors (and sometimes even to different organisations within a sector), based on factors like the organisation’s strategic objectives, the internal stakeholders for the metric, and the consumer behaviour model within the sector. So how do we arrive at the right metric? Fifth Dimension recently worked with a client to establish a large scale VoC program. The first phase of the program was to conduct a rigorous assessment of potential metrics that could be used within the VoC ecosystem. We’ll present an overview of our metric assessment approach and how we selected the right metric for the client. This includes:

• How to define what ‘right’ means to the organisation

• The five key components of the assessment

• How to assess companion metrics (i.e. metrics that ladder up to the VoC metric)

• The data needed to conduct the assessment

• How to bring the components of the assessment together

• How to make the final informed decision based on the data