The Square Holes team are made up of a cohort of researchers and inquisitive minds, poised to sink their teeth into the complex problems of our clients, to deliver insights and a roadmap forward for brands and organisations alike.

Recently we welcomed our latest addition to the team, Ewa Poczman in the role of Associate Director – strengthening our agency’s senior leadership team and research capability as we continue to grow within and beyond South Australia. 

Ewa brings more than a decade of experience leading high-impact research programs across government, corporate and not-for-profit sectors in Australia and Europe. Most recently she was Director at House of Brand Group, where she led national research programs for major organisations including IAG/NRMA Insurance, CommBank, Woolworths, Medibank, Cancer Council Australia, and Nine Entertainment. Prior to this, she held senior leadership roles directing complex mixed-method studies across public health, road safety, education, utilities and emergency services.

SH: What attracted you to this role?

EP: What attracted me wasn’t a specific advertised role, but Square Holes itself — particularly its focus on understanding human behaviour and culture. I was already familiar with the business and its reputation, and after catching up with Jason for a coffee (as many people in the industry have), we talked about how my experience and Square Holes’ way of working could fit together.

SH: What do you see as the role of market research?

Market research, at its best, is about understanding what really matters to people and making sense of complexity. It helps translate large amounts of data into clear, meaningful insight that gives clients clarity, direction and confidence to act.

SH: What do you like to do outside of work hours?

I love ocean dipping and grabbing a coffee with friends afterwards. I try to do it every Monday and Friday before work, all year round. I’m also a surf lifesaver, which means spending a lot of time building new skills, improving my swimming, and contributing to the club — including helping out with administration of the club.

SH: What are you most excited to get stuck into at Square Holes?

EP: What excites me most is the opportunity to apply my research and consulting experience to help turn deep, often complex insights into clear, practical actions for clients. Square Holes’ emphasis on clarity, collaboration and commercially useful insight strongly aligns with how I like to work and the kind of impact I want to have.

Enjoyed this chat? You can find out more about the Square Holes team here.