Dynamic Duos: ‘Sometimes professional chemistry just clicks’
In this week’s Dynamic Duos, we hear from 5D’s director of brand and qualitative research, Melissa Gilson, and senior consultant, Erryn Balzan.
In Dynamic Duos, Mumbrella each week asks two colleagues with a professional and personal affiliation to share with readers the importance of workplace relationships in an increasingly hybridised world of work.
Melissa Gilson:
Although it’s only been a relatively short period working together, there is a rhythm and shared thinking between us that feels pretty rare. Totally clichéd, but I knew from the first meeting with Erryn that we’d make a great team. He’s interesting and interested in life – we can talk about anything from music, to art, travel, our families and everything in between. He brings this incredible cultural curiosity, awareness and sensitivity to his work.
Qualitative researchers are like chameleons; we need to draw on our life experiences and find common ground with people so that they feel comfortable sharing with us. Erryn has lived an incredibly rich life and he brings this to his interactions with people, making them feel safe and comfortable sharing. He is genuinely empathetic and interested in what people have to say, and people just gravitate to him.
He’s incredibly experienced, having worked across many different categories, utilising a diverse range of methodologies, and he’s not afraid to pivot or change course when necessary. Partnering with someone who has this level of confidence is fantastic. At 5D, we encourage the team to challenge norms or traditional ways of thinking, and Erryn certainly has the experience, confidence and capability to take on this challenge.
He also brings a balance of rigour and instinct to qualitative research that you don’t see very much these days. In the rush to automate analysis and speed up the process, we’re losing our confidence as an industry when it comes to trusting what we feel, and taking the time to listen, observe and interpret. It’s great to work with someone who also embraces the human aspect of qual.
Before he started here at 5D, I’d mention his name to other colleagues or clients in the industry and their eyes would light up. He’s so well respected in the industry for his level of insight, clarity of thought and ability to deliver strategic, actionable outputs. But more than anything, people spoke of his warmth, approachability and authenticity.
Erryn truly hit the ground running, and to have someone so intelligent, measured and quality obsessed working right beside me is wonderful. We’ve kicked a lot of goals together so far, and I look forward to growing our team together. We have some really exciting and ambitious plans for 2026 – and I can’t wait.
Here’s to many more late nights chatting about 1990s punk, street art and the Beastie Boys.
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Erryn Balzan:
We’ve been working together for a few months (although it feels like longer, in the best possible way), so calling us a “dynamic duo” might sound like a stretch. But sometimes professional chemistry just clicks (IYKYK). From the outset at 5D, it was clear Melissa and I share a similar approach to qualitative work: thoughtful, strategic and focused on unlocking insight that’s genuinely useful for clients.
She has that rare combination of strategic acuity and human empathy that defines great qualitative thinkers. Mel “gets it” – the client pressures, the fieldwork curveballs, the balance of creative intuition and disciplined analysis.
We both come from that school of qualitative research that prizes rigour and curiosity in equal measure, where the real craft lies in connecting cultural nuance with commercial clarity. So when I joined 5D’s qualitative and brand strategy division, which Mel leads, it felt like joining a team that already spoke my language.
Mel’s reputation precedes her. She’s built her career, including 18 years running her own successful consultancy, on a foundation of disciplined thinking and strong client partnerships. In the fast paced, often high-pressure agency world, Mel brings a sense of calm and confidence to every brief, which makes collaboration easy and productive. She’s also great at creating the space for robust debate, new ideas and updated learning, which ultimately sharpens thinking rather than diluting it.
I’ve spent my fair share of time freelancing, and while independence has its perks, there’s real value in having a like-minded collaborator to “brain-bounce” off. Mel and I tend to arrive at similar places, from methodological choices to how we approach analysis frameworks, which makes for an efficient, no-nonsense way of working. It’s nice when someone understands where you’re going without a long explanation.
There are also some shared life parallels, with us both juggling client work with kids and the general chaos of everyday life. So there’s an unspoken understanding that helps keep things grounded, something I value immensely.
At 5D, where “The Science of Choice” defines our approach, Mel and I share a belief that great qualitative work sits at the intersection of culture, behaviour and strategy. We talk about art, politics and world events because without curiosity and a connection to culture, you’re trying to develop strategy in a vacuum. Our partnership brings the qualitative lens to understanding not just how people make decisions, but why. A few months in, it already feels like we’ve hit a rhythm – and it’s very danceable!
Melissa on Erryn:
Most memorable moment with Erryn: We’ve just completed a high-profile project that’s been really well received. We put in a lot of work (and some very late nights), making sure it delivered real value for our client. After 18 years of working solo, being able to achieve this together as a partnership made it feel particularly special.
Best word to describe him: Authentic and real. He really connects with people on a level that feels honest and true to who he is
Most annoying habit or endearing behaviour he has: He smiles with his entire face, making people feel instantly at ease. He’s not afraid to show you exactly who he is.
Erryn on Melissa:
Most memorable moment with Melissa: The first time I picked up the writing of a discussion guide when Mel had last minute client meetings to jump into. I felt the pressure to prove my thinking and just went with my gut. When she reviewed it that evening, we realised we were in lockstep on our approach to problem solving and people. A nice feeling in a new role.
Best word to describe her: A considered optimist (I know, that’s two!). She thinks deeply, leads with intent and balances strategy with empathy.
Most annoying habit or endearing behaviour she has: Her knowledge of the Beastie Boys back catalogue is impressive to say the least.
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