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.

Rules of collaborative research

Robust evidence based insights are critical in the ever evolving ideas economy, yet the thinking is changing. Rather than the traditional market research process...

How to DIY or use an ‘expert’ to do market research,...

The 'Do It Yourself' economy is not killing the experts. Sites like 99designs have made it easier to get a low cost logo. The ability...

Internet research to build better websites

It would seem increasingly easy for websites to engage users. However, too often the user experience is fundamentally flawed. This is typically from replicating...

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...

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 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...

How to measure brand value

Arguably the most valuable asset in consumer facing businesses is its brand. A strong brand encourages choice over competitors, and with this revenue and...

How to segment a market (beyond assumption)

Likely the biggest driver to strategic success is the ability to accurately assess the size of a market, its needs and the optimal path...

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