Deep exploration to uncover the ‘why’ behind human behaviour.
We use immersive, qualitative and quantitative methods to dive beneath the surface to inform strategy, innovation and meaningful change.
These projects constitute a deep dive into your customers, markets or culture. This is what you would undertake when you want to strengthen your strategic plan, innovate, enter new markets or remain agile to the changing needs of your consumers. We are flexible in collaborating with internal teams, established relationships of our clients, and scaling our team depending on the mission.
Output: Innovation / Growth Framework, including:
- Category / culture exploration
- Personas / journey development
- Brand positioning and growth drivers
- Product innovation roadmap
- New market entry pathway
Small data >
Immersion with real people
Engaging with real people in their natural environment through focus groups, one-on-one conversations, observation, and video, ethnographic and semiotic analysis. Insight into behaviours, preferences and values.
BIG data >
A helicopter view of patterns
Trends and patterns through the use of various data, such as surveys, behavioral data and population statistics. Collecting, analysing, and conceptualising primary and secondary data to identify opportunities.
Research outputs
A key output of Square Holes research is customised and visually clear reports that are tailored to the project and readership. We utilise various media, including video, to communicate research findings and produce interactive dashboards, data visualisations and other insight tools depending on the project needs. Beyond the report, Square Holes is ever seeking to support clients in implementing and optimising their projects for success.
Outputs ...
Video and other media is also used where appropriate and budget permits by Square Holes to optimally communicate the research story and key insights to the team. We use both in-house, established freelance and film industry networks to suit all budgets, audiences and client needs, from highlight edits of focus group to more highly produced documentary executions.
Square Holes has in-house capability to develop Private AI and LLMs, enabling deeper exploration through AI chatbots or agents. These tools can be applied to single projects (qualitative or quantitative data) or across multiple projects and datasets, empowering internal teams to make more informed, human insight-guided decisions.
Support beyond the research
Strategic frameworks
Building on robust research, strategic frameworks to guide planning and creative development.
Brief writing
Support in writing briefs building on research to send to designers, freelancers and agencies.
Concept testing
Involve users and audience in testing and refining new products, marketing and other concepts.
Strategic support
Project management and other support to help in implementation and optimising Kapow!
“The research led to a rethink of our pricing strategy, a rethink about the features of each of our products, and led us to make some small adjustments that we thought were necessary to gain more traction in the marketplace,” George Giannakodakis PointData
Data integrity
Square Holes adheres to the highest local and global privacy and data protection legislation, aligning with best practices in every aspect of our research. We operate under ISO 20252 standards and strictly comply with The Privacy (Market and Social Research) Code 2014, ensuring top-tier data security and confidentiality. Our methodologies are rigorously applied, employing statistical models and representative sampling for precise benchmarking and reliable modeling. We provide secure data storage solutions, essential for our work with government entities and organisations that demand the utmost in data protection. This commitment ensures that our research is not only effective but also ethically sound and legally compliant, facilitating informed decision-making.
How can we help you?
Square Holes delivers research that inspires confident decisions and innovation. For over two decades, we’ve empowered clients with insights that drive impactful outcomes – Australia-wide and across our global network.
Read case studies.