Deeply
understanding
real people
Square Holes is a cultural insight studio.
We use market research, cultural analysis and mixed-method exploration to help organisations understand people, behaviour and change.
Exploring within and beyond the category to inform innovation, strategy and more confident decisions. Building long-standing partnerships.
20+ years exploring people + culture.
Adelaide + Melbourne + Global studio network
Thriving brands
We partner with growth-focused marketers, leaders and innovators to explore the cultural context shaping customers and markets. By uncovering the patterns, tensions and shifts driving behaviour, we help brands innovate more effectively, sharpen strategy and make more confident decisions.
Flourishing cities
We partner with leaders across government, education, health, infrastructure, housing, arts, sport and community to explore the cultural and social context shaping places and people. Through mixed method explorations, we uncover the patterns, tensions and shifts influencing behaviour — informing more effective policy, services, planning and communications.
Tailored mixed-method explorations of people and culture — combining ethnography, focus groups, in-home friend and family conversations, surveys, human data and expert interviews to uncover the patterns, tensions and shifts others miss.
Our work spans wine consumption shifts, multicultural insights, AI adoption, youth, ageing and education, impact of droughts on regional communities and the changing face of hospitality: built on 20+ years of data across arts, wine, housing and more.
We have long-standing partnerships across sectors, government and brands, as a trusted strategic partner to navigate complexity.
THINK! eMAG
Weekly update on findings and cultural insight from Square Holes’ research. Plus shifts shaping people, culture and behaviour. ‘Free’ every Friday 9:30am AEST
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