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!

Dylan: Tracking builds in the insight

We’re lucky at Square Holes to work with so many great brands. One of the (many) interesting parts of my role is looking at brand tracking projects. These types of projects are a constant reminder of how powerful longitudinal data can be. A single research snapshot can tell you where your brand stands today. But consistent brand tracking over time often takes the guesswork out of understanding how your brand is really performing. Years of data reveal the trends and shifts that matter. That long-term view makes it easier to see what’s working, spot changes in perception early, and understand the real impact of marketing / other business activity. Over time, this consistency of insight helps brands make smarter, more proactive decisions.

Mahalia: Parts unknown are rarely neat

I’ve been binging Anthony Bourdain’s Parts Unknown recently. I’ve always had an affinity for Bourdain, partly because he bears an uncanny likeness to my father, and partly because of his realist outlook combined with an adventurous spirit. What I love about his singular travelling food show is that it is rarely neat, never polite and frequently uncomfortable. From the host likening a pig being stripped of its skin to a Kardashian getting ready, to probing questions about the dirty underside of the places he visits, Bourdain is far from polished – but he is real. It makes me think of our connection as consumers to brands. We don’t need perfectionism, but we do expect authenticity.

Ewa: Breaking cultural barriers

I read an article this morning about how Yakult Ladies help tackle loneliness in Japan. But the brand’s origin story is just as interesting.

Yakult was developed in the 1930s by microbiologist Dr. Minoru Shirota, who discovered a strain of lactic acid bacteria able to survive in the human gut and help suppress harmful bacteria. By 1935, he had turned the discovery into a fermented probiotic drink.

The problem? Convincing people to drink bacteria. At the time, bacteria were strongly associated with disease—even in Japan, despite its long tradition of fermented foods.

Yakult’s answer wasn’t more science. It was people.

From the 1960s, the company introduced Yakult Ladies—local women who delivered the drinks door-to-door, explained the health benefits, and built trust with families. This approach built trust and helped the brand grow. Today, Yakult sells around 40 million bottles every day worldwide and works with more than 80,000 Yakult Ladies delivering the drink and connecting with communities.

Yakult’s success shows that clever marketing starts with a deep understanding of people—their needs, their fears—and harnesses the power of human networks.

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