What Fifth Quadrant does

Fifth Quadrant is an Australian market research and customer experience consultancy headquartered in North Sydney (Level 6, 54 Miller Street, NSW 2060). Operating as a private limited company (ABN 53 088 072 940) since approximately 2005 and formerly known as ACA Research, the firm delivers quantitative, qualitative, B2B, thought leadership, customer experience, customer journey mapping, and omnibus research services to enterprise and government clients across Australia. Its client base spans tier-one Australian enterprises and government bodies including Commonwealth Bank, Optus, IAG, Transurban, NSW Health, NSW Police Force, Ampol, PayPal, Paccar, Procore, DHL, and Aspen Pharmacare, organised around 10 vertical expertise areas (Automotive & Mobility, Energy Transition, Healthcare, Financial Services, Technology & Telco, Built Environment, Consumer & Retail, Animal Health, Government & Social, Transport & Industrial).

The firm’s product surface combines bespoke professional services engagements with a growing syndicated portfolio: the monthly SME Sentiment Tracker, the Consumer Sentiment Tracker, the Australian Responsible AI Index (sponsored by the National AI Centre), the AI Trust Index, the Future Readiness Index, the Corporate Fleet Insights Report, the Christmas Sentiment Pulse, and automotive reports published via a separate automotiveinsights.com.au property. Fifth Quadrant has integrated generative AI tools into its research practice — primarily through AI Probing, which converts shallow open-ended survey responses into layered qualitative depth at scale — and conducts predictive analytics across its sentiment tracking products. The company is a direct-sales, content-led B2B consultancy with no self-serve or e-commerce distribution; clients engage through the website, phone (+61 2 9927 3333), or email ([email protected]), with proposals provided on request. The firm adheres to the Australian Privacy Act 1988 and the Privacy (Market and Social Research) Code 2014.

Name

Fifth Quadrant

Legal name

Fifth Quadrant

Website

https://fifthquadrant.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Fifth Quadrant is a North Sydney-based Australian market research and customer experience consultancy serving enterprise and government clients across 10 verticals, combining bespoke research services with a growing portfolio of proprietary syndicated trackers and indices, including the SME Sentiment Tracker and the Australian Responsible AI Index.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industry

Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)

Keywords

• Market research services
• Customer experience research
• B2B research
• Quantitative research
• Qualitative research

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Market Research Projects: Project-based market research engagements across quantitative, qualitative, B2B, and sector-specific research. Clients engage Fifth Quadrant for bespoke research programmes tailored to specific business questions, industry challenges, or strategic decisions.
2. Omnibus Research Services: Shared-cost survey research where multiple clients subscribe to questions on a regular omnibus survey, distributing the cost of data collection. Includes both consumer omnibus and SME omnibus services.
3. Published Research Reports & Indices: Proprietary research publications including the Australian Responsible AI Index, AI Trust Index, and SME Sentiment Tracker, which may be licensed or purchased by organisations.
4. Customer Experience & Journey Mapping Services: Specialist consulting engagements focused on measuring and improving customer experience, including CX tracking programmes and journey mapping projects.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Fifth Quadrant is an Australian market research consultancy that provides quantitative and qualitative research, customer experience (CX) research, customer journey mapping, thought leadership research, and omnibus research to businesses and government organizations. The firm operates across ten industry verticals including Auto & Mobility, Energy Transition, Healthcare, Financial Services, Technology & Telco, Built Environment, Consumer & Retail, Animal Health, Government & Social, and Transport & Industrial, and offers syndicated tracking products such as sentiment and AI trust indices.

Product overview

Fifth Quadrant is a market research consultancy offering a portfolio of research services and proprietary research products. The core service offering comprises six methodological services: Quantitative Research, Qualitative Research, Business to Business Research, Thought Leadership Research, Customer Experience Research, and Customer Journey Mapping, plus Omnibus Research for shared-cost surveying. These services are delivered across ten industry expertise areas including Automotive & Mobility, Healthcare, Financial Services, and Technology & Telco. The company also produces proprietary syndicated research products including the monthly SME Sentiment Tracker, Consumer Sentiment Tracker, Australian Responsible AI Index, AI Trust Index, Future Readiness Index, Corporate Fleet Insights Report, and Christmas Sentiment Pulse. Fifth Quadrant has adopted AI-driven methodologies including AI probing for survey enhancement. The company rebranded from ACA Research to Fifth Quadrant.

Differentiator

Problem solved

Functional benefit

Brands

• Responsible AI Index: Annual research index measuring responsible AI adoption and practices among Australian organizations.
• Future Readiness Index
• SME Sentiment Tracker
• Consumer Sentiment Tracker

Products and services

• Quantitative Research
• Qualitative Research
• Customer Experience (CX) Research
• Thought Leadership Research
• Omnibus Research
• SME Sentiment Tracker
• Consumer Sentiment Tracker
• Responsible AI Index
• AI Trust Index
• Future Readiness Index
• Corporate Fleet Insights Report
• Christmas Sentiment Pulse
• Automotive Reports

Quantifiable outcome

• Over 13 million Australians are now using generative AI tools like ChatGPT, tracked through Fifth Quadrant's AI Trust Index research.
• +2 more outcomes

Named customers16 records

Segments12 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ipsos (Australia): Global market research and analytics firm with a substantial Australian operation. Directly comparable to Fifth Quadrant in offering custom quant/qual research, B2B studies, CX and thought leadership research to enterprise and government clients across the same verticals.
• Kantar (Australia): Global research, data and insights company with a strong Australian presence. Competes with Fifth Quadrant on CX, brand health tracking, consumer panel research and thought leadership studies for major Australian enterprise clients.
• NielsenIQ (Australia): Global consumer intelligence firm with operations in Australia, offering syndicated consumer panels and custom research. Comparable to Fifth Quadrant's Consumer Sentiment Tracker and B2B/consumer custom work, though at much larger scale.

Direct peers

• Roy Morgan Research: Long-established Australian market research firm. Closely comparable to Fifth Quadrant in offering syndicated consumer research, custom surveys and industry-specific studies to enterprise and government buyers in Australia.
• McNair yellowSquares: Australian mid-sized research and customer experience consultancy. Competes directly with Fifth Quadrant on quantitative, qualitative, B2B and CX research for enterprise clients across Australia and New Zealand.
• Fiftyfive5 (formerly DBM Consultants): Australian consumer and B2B insights consultancy with similar scale and vertical coverage. Comparable to Fifth Quadrant in delivering bespoke quant/qual research and syndicated trackers to enterprise clients.
• Nature Research (The Nature Agency): Australian market and social research firm with a comparable service portfolio spanning quant, qual, social and CX research. A direct competitor for Fifth Quadrant in the Australian mid-market research segment.
• Lewers Research: Independent Australian market research consultancy offering custom quantitative and qualitative research. Closely comparable in size, service mix and client base to Fifth Quadrant.
• Pollinate: Australian customer experience and insights consultancy. Directly comparable to Fifth Quadrant's CX research, customer journey mapping and tracking programmes, particularly for financial services and retail clients.
• Bastion Insights: Australian full-service market research agency offering quant, qual, B2B and CX research. Comparable in scale, geographic focus and client mix to Fifth Quadrant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/5thQuad
• YouTubeyoutube.com/channel/UCxxo_Ox3qyUNn5yDsr7Bagw
• Facebookfacebook.com/FifthQuadrantCX
• LinkedInlinkedin.com/company/fifth-quadrant-pty-ltd
• Instagraminstagram.com/fifth__quadrant

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fifth Quadrant