Inspired by real people
“We used the data from the research to see where the future of the association was headed, what our members thought of us, where the areas of improvement needed to be, where there may be some dissatisfaction, and what actions we could be taking,” Marissa Hankinson Master Builders SA
Tailored methodology to optimise growth and innovation:
Explore > Test > Monitor
Exploration
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.
“We engaged the services of Square Holes to look at our service offering and to create a benchmark Net Promoter Score (NPS). We also wanted to look at the different sort of touch points, but also really learn from our autistic clients themselves about what services and support they’re needing, how that’s working, where there might be gaps, and what new programs might be possible.” Belinda Autism SA
Test
Going to market with a new idea? Testing your proposed changes with a community of engaged and candid consumers paves the pathway to success. Permission to be bold and brave, backed by evidence.
Output: Idea feedback and priorities, including:
- Scenario planning and reimagining
- Service design and improvement
- Brand / advertising development
- Product testing and path-to-market
- Policy and planning refinement
“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
Monitor
Monitoring impact and identifying opportunities to scale innovation and growth. This is the ongoing work of tracking those changes you made with the help of the exploration and testing stages.
Output: Key performance indicator (KPI) setting and monitoring, including:
- Culture and sentiment
- Customer feedback / Net Promoter Score
- Brand and advertising
- Product innovation
- New market growth
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!
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.
Evolving methodologies
Our methodologies have strengthened and evolved with changing times and technologies over the past two decades, however what has remained consistent is our dedication to working with human-curious decision makers to research real people, to grow business and guide the multi-faceted aspects of flourishing cities.
- Innovative methodologies: Proprietary research techniques designed to inspire innovation and drive business and organisational growth.
- Extensive experience: Over 20 years of expertise, backed by primary data collection and benchmark analysis.
- Trusted standards of excellence: Commitment to the highest industry and privacy standards, earning the trust of sensitive sectors.
- Expert team: An established team of market research and cultural insight specialists, offering deep, actionable understanding.
- Strategic collaborations: Research-based services complemented by specialist extensions and a robust network of local and global partners.
“The research certainly uncovered many issues affecting our members — and we were able to use that evidence to prosecute our case to SAPOL and the state government.” Mark Carroll Police Association
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.