Lyndall Spooner

Lyndall Spooner
  • Title: Founder
  • Company: Fifth Dimension


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.



Brand trust is one of the most common metrics in brand health tracking studies, it influences marketing strategies and informs marketing teams on the strength the brand’s relationship with customers and the broader market.

But what does ‘brand trust’ really measure? Why do we track it? Should we track it at all?

We will present the results of a robust investigation into the strengths and weaknesses of brand trust as a predictive business metric vs other consumer business metrics.

We want to encourage the research industry to take an evidence-based approach and to debate the metrics we recommend to our clients – as opposed to blindly including metrics into studies.

Get ready to have your opinions challenged!

Isn’t that what good research should do?

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