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: Don’t set the path for disruptors 

Is your business broken? In our long-form qualitative interviews with large scale, big budget, business-to-business customers, we consistently uncover long-ignored issues (backed up by consumer insights) — outdated tech, poor service and frustrations that have become the category norm. Cost-cutting trumps value, and mediocrity becomes standard.

Leaders often respond, “We already knew this.” Then why didn’t you fix it!? Too often, there’s underinvestment, complacency or the excuse that competitors are just as bad. Until a disrupter comes in, fixes the obvious, and thrives where the dinosaurs fall.

Dylan: Assumptions make a…

We’ve just started a project that broadly explores the elements that effect consumer purchase decisions. There is a general hypothesis that there might be a gap between what brands believe influences customer choices and what is actually driving purchase decisions. This bit of research focuses on a small but highly visible branding element and its perceived versus real impact. I thought this was a good reminder that assumptions about consumer behaviour often need to be tested against real-world insights. Ultimately, listening closely to customers and understanding what they truly value can often reveal otherwise hidden opportunities to better align with their needs.

Mahalia: Circular design

Last year I sold off any furniture I had and moved to Melbourne. Starting again from the ground up is a humbling experience, but can also be an adventure. I tend to favour vintage over new as an avid thrifter, but I hadn’t expected to learn so much from setting about furnishing my new rental. As a recent P plater, my frequent trips around Melbourne’s suburbs to pick up Facebook Marketplace finds helped fast track my understanding of the city, while also helping to grow my confidence in driving. I also got to hear some lovely stories about the history of the pieces that were now mine. While IKEA serves a purpose as an accessible furniture store for many, I would recommend a deep dive on marketplace, gumtree or the like for your next home purchase. Not only will you be investing in a circular economy, but you can also rest easy that your furniture is designed to last.

Think your business or organisation could do with some insights? Contact us here.