Three things we learnt this week
Each and every week the Square Holes team are deep in the bowels of a number of projects, working to mine all of the insights that we can to help grow businesses and support thriving cities.
These insights are used by businesses and organisations to innovate their offerings, move into new markets, track their impact and hone their products and output. Each week we will be sharing a broad insight that we have learnt for you to use in your own work.
Let us know what you find valuable!
Jason: The middle is where good firms go to die
In wine, the ultra-premium and low-cost ends are surviving. The struggling middle—mid-tier producers with undifferentiated offerings—are being squeezed out. In market research, the same pattern is emerging. At one end: fast, automated, DIY and AI-led platforms. At the other: high-end strategy and culturally deep consultancies. The middle? It’s increasingly defined by price-based tenders, tight timelines, and little room to stand out. This is a dangerous space. Procurement processes strip out nuance. Price becomes the primary metric. And brilliant researchers become interchangeable commodities.
Mahalia: Cheapest doesn’t always equal best
While it can feel like cost is the main driver for consumers when selecting products or services, convenience, scope and quality play a defining role. Cheapest isn’t always best. If a business or brand can confidently translate how its product or service delivers strongest on convenience, scope or quality, having the most competitive price in the market isn’t necessary in order to compete.
Dylan: Changing habits
Whilst alcohol remains a core component of people’s lives, consumption habits for many are shifting toward more intentional, diverse, and socially driven choices—with flexibility, context, and value for money at the core.
Think your business or organisation could do with some insights? Contact us here.
