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.

What is Semiotic Analysis?

Our world is a composite of signs that have literal and non-literal meanings. A positive sign to one person, may be negative...

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...

Defining the strategic problem

It sometimes feels that in life and in business ... ‘we’re on the road to nowhere.’

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 write good survey questions, collect valid data et cetera

It seems nowadays that any monkey can do a survey, but oh too often in reality they provide less value than a bag of...

How to explore people beyond surveys

Surveys are only one tool in a people focused strategist’s toolbox. Yet, while potentially powerful, when used naively can be more dangerous than a...

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...

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