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Square Holes How To Guides

All things human centred, market research, changing consumer behaviour, building better products, selling more of anything, product-market fit, design thinking and loads more.

Metrics for measuring and building advertising campaign effectiveness

Research has and always will play a critical role in effective advertising. From underpinning strategies to enhance definition of the target market(s), opportunities to...

The marshmallow test, and the crisis of replicability’

‘Good things come to those who wait” has been said. As has been “the early bird catches the worm!” Maintain self control...

How to do ethnography research

Likely the best way to understand what people do, is to watch how they do it. How people shop - online and...

Unlocking creative confidence

We all wish to be insightful, yet most are far from any such wisdom. The thing is insight or wisdom is far...

How to find ‘product – market fit’

Any successful business needs to follow two simple steps 1) Build a 'product'  a sufficient number need or want (08); and 2) To sell enough of...

How to measure marketing effectiveness

The best way to measure marketing effectiveness is to assess the corresponding change. Be this change through increasing sales to movement in attitudes and...

How to navigate cognitive bias

We are all cognitively biased. And, if you fail to see this, you are suffering blind-spot bias. While we would all love to view...

How to grow happy customers

The best way to measure whether (or not) a business’ customers are ‘happy’ is that they come back, spend more and hopefully spread the...

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