5D rolls out Nexus to unify insight and forecasting

Research agency 5D has launched Nexus, a market intelligence hub aimed at connecting fragmented data sources and shifting organisations from retrospective reporting to forward-looking decision-making.

Developed within 5D’s AI division, Nexus operates as what the consultancy describes as a “living” intelligence unit rather than a static dashboard or traditional data warehouse. The system integrates internal customer and brand insights with external market signals, including competitor activity, category movements, pricing shifts and market news.

The platform also incorporates predictive modelling, enabling organisations to analyse why performance metrics have changed and simulate the potential impact of different business scenarios.

Alex Vishney, managing director at 5D Sydney, said many organisations struggle to convert data volume into usable intelligence.

“Organisations are often rich in data but poor in insight and market intelligence,” Vishney said.

“Nexus brings together customer insights, brand data, competitive intelligence and market context in one place so teams can see the full picture – not just what happened, but what’s likely to happen next.”

Nexus is structured as a smart data hub built around interconnected intelligence “cells” tailored to different business functions. Each cell draws from relevant inputs such as NPS tracking, brand research, ad-hoc studies and industry datasets. According to 5D, embedded AI agents allow teams to interrogate, visualise and model data without specialist technical support.

5D founder and CEO Lyndall Spooner positioned the launch as a shift in how insights are applied inside organisations.

“The industry has spent decades perfecting the art of looking backwards,” Spooner said.

“Nexus gives our clients the ability to look forward with confidence, and to test scenarios, model outcomes and make decisions grounded in connected intelligence rather than fragmented data.”