We exist to inspire meaningful change through a deep understanding of people, place and culture. Square Holes delivers culturally grounded, data-driven research to help shape evolving narratives, flourishing communities, better products and relevant brands.
What is cultural insight?
Cultural insight refers to the values, traditions, behaviours, and social dynamics of people within the places they live and the businesses they interact with. For businesses looking to innovate, understand trends and shift narratives – cultural insight is fundamental.
Through data collection and observational methodologies, including focus groups and ethnography to surveys, human data and expert interviews, Square Holes analyses a category, country, city, community or niche – lifestyle, music, art, fashion, language, media, tech, food, symbols and unique social structures.
Understand the unique cultural DNA of a place (neighborhood, city, state and/or country) — its values, behaviours, and emerging needs. Shape policies, services, brand positioning and campaigns that truly resonate with local communities and drive impact where it matters. This may allow for customisation or simply being more empathetic to locals.
Turn real-world research into rich human stories that bring your audience to life. Align your product, message or strategy with the lived experience of those you want to reach — and drive greater connection and loyalty. Go deep into an established or emerging cultural niche, demographic or subculture.
Explore the cultural diversity shaping modern Australia (and other populations) — beliefs, rituals, language and identity. Build inclusive brands, services and communications that reflect the real world and unlock market growth. Gain multicultural understanding to guide inclusiveness.
Go beyond surface-level insights to reveal what drives or deters behaviour. Culture is rarely one-size-fits-all, yet too often the differences are overlooked. Remove barriers, refine your offer and connect with people more meaningfully. You are likely repelling valuable prospective customers.
Track the cultural shifts reshaping how we live, shop, work and play — before your competitors do. Stay ahead of disruption and design future-ready strategies, products and experiences. Keeping at the forefront of the rhythms of society makes it easier to more confidently face uncertainty.
Strategic insight
Nudging the cultural narrative from ‘we are here’ to …
‘future is here.’
Multicultural growth
Our work for alcohol group Lion Co centred on understanding how young people from across Asia, India and the Middle East socialise and celebrate with family and friends, towards creating new opportunities for cultural empathy.
Growth in UK and US
Our research for leading consumer metal detector brand Minelab explored in parallel the UK and UK markets for consistencies, differences, the core traditional market and emerging and wider growth opportunities overlooked by the category.
The hobby trend
Square Holes’ work for Cooper’s Home Brew explored the collision of pandemic hobby boom, cost of living pressures, changing alcohol attitudes and behaviours and a desire to better understand diverse market segments drivers and barriers.
Wine on-premise
Wine consumption patterns are changing, in Australian pubs, restaurants and other venues. Square Holes worked with Wine Australia to conduct a deep dive into what is happening and collecting robust data to provide clear guidance to wine businesses as to how to navigate change.
Embrace the richness of our cultural tapestry
First nations
Square Holes’ research with first nations communities over two decades has helped understand complexities and opportunities to provide better government and community support and make social progress.
Population growth
Square Holes worked with the Department of the Premier and Cabinet. to inform and monitor the ‘New State of Mind‘ campaign to shift the cultural narrative amongst young people and to drive population growth.
New sporting stadium
Square Holes worked with Adelaide Oval, and its partners (SACA, AFL, SA Government) for more than a decade to inspire and re-imagine to be one of the world’s best. We have also worked with helped other precinct partners to evolve including Festival Centre, Railway Station, Renewal SA and Adelaide Casino.
Building equity
Research to illustrate socio-economic, privilege and other divides and priories for leaders to make policy, budget, infrastructure investment and other critical changes to close the gaps in such a wealthy country as Australia.
