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"We have worked with Square Holes on a range of research projects and always found the insights not just interesting and insightful but very valuable in setting strategic directions."
- Executive Director, Government Department
Understand the stories, beliefs and behaviours of key markets, customers and population segments.
Getting the foundation right from the start is essential to ensure strategy success. Square Holes works with clients to crystallise the mission and sub-objectives, explore early ideas and to ensure the team is supportive and excited. What is the strategic problem needing to be resolved? We then reflect on lessons learnt in the past, and what is already known.
Then using methodologies from ethnography, semiotics, surveys, focus groups and in-depth interviews, we uncover new data and evidence, explore, record and measure what was previously unknown about key markets, customers and population segments. With a swag bag of recordings, data, observations, experiences, photos, videos, more data, notes and more, we step back and breathe. Then build an engaging evidence based story to illustrate key findings, insights and priority opportunities.
Square Holes project examples ...
Three typical key steps
Culture and community
Recent years have found people stuck in a juxtaposition of positive and not so positive impacts of life in an increasingly globally interconnected world. We are very much a global community – how exciting! Yet offsetting this is much associated stress, chaos and confusion. We explore our culture and evolving society, the joys and pain seeking solutions.
Brands and markets
Stories of where a brand fits in the hearts and minds of real people can be fascinating. Generally this is less about the brand’s egotistical story, than how the brand fits within the lives of consumers. Why do people need or want the product or service? What is the market size, unique segments, and the optimal strategy to maximise the likelihood of success?
Customer journey maps
Defining a customer journey is critical exercise for any customer focused enterprise. To understand the path of customers, pain points and how to more optimally encourage a smooth process. From initial trigger to conversion and advocacy. We match emotions, information needs, drivers / barriers, pain points and opportunities to critical steps in the journey.
Money makes the world go around, be this businesses selling more units at the optimal price or defining the key market segments to target willing to pay more in order to optimise the profit. Or, government and other funding providers of the arts and events. Research can play a critical role in finding the pricing sweet-spot, and measuring the impact of our arts and culture.
Square Holes conducts research for a wide-range of government, commercial and other clients.
Relevant posts on squareholes.com ...
Three core Square Holes research services ...