Deeply
understanding
real people
Square Holes is a cultural insight studio.
Culture shapes everything: across people, place, brand and government.
We explore people and culture beyond the category to uncover the patterns, tensions and shifts shaping behaviour others miss.
Our studio model blends teams in Adelaide and Melbourne with a curated global network, supporting work across Australia and internationally.
Customised mixed-method explorations blending ethnography, in-home and group conversations, surveys, human data and expert perspectives: uncovering the patterns and shifts others miss.
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.
Our work spans wine consumption shifts, multicultural insights, AI adoption, youth, ageing and education, and the changing face of retail: 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 consumer and cultural trends from Square Holes’ research. ‘Free’ every Fri 9:30am AEST
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