Credit: Thomas McCammon

Customised market research and cultural insight

Blue sky exploration, concept testing, on-going tracking, data analysis, and insight programs

Start with immersion

Establishing a strong foundation is crucial for successful strategy. Square Holes helps clients clarify their mission and objectives, generate ideas, and build a supportive team. We analyse hindsight, gather new data, and identify patterns and insights to create an evidence-based story highlighting key findings and opportunities.

We love data!

BIG and small data

Small data >

Immersion with real people

Engaging directly with individuals and groups in their natural environment through methods such as focus groups, one-on-one conversations, observation, and video, ethnographic and semiotic analysis, in order to gain insight into their behaviours, preferences, and values.

BIG data >

A helicopter view of patterns

Obtaining a broad perspective of trends and patterns through the use of various methods, such as surveys, behavioral data, and population statistics. This involves collecting, analysing, and conceptualising data to identify consistencies, differences, and opportunities.

Idea optimisation

Square Holes involves citizens, customers, users and audiences in concept testing and development for new products, marketing and other ideas. Permission to be brave with more than blind faith.

Impact monitoring

Square Holes also works with clients to define and monitor performance indicators, and identify priority strategy adjustments to enhance impact. On-going monitoring provides strategic reality and agility, precision in building flourishing cultures and growing brands.

Where we research

Square Holes has researched extensively throughout Australia, including urban, rural, and remote areas. We have studied Indigenous populations, diverse cultures and immigrant communities, and individuals from different socio-economic backgrounds. Our journey began in South Australia, and has traversed Africa, Asia, North and South America, Europe, and Oceania.

Applied market research and cultural insight

A few examples of how Square Holes' research is applied

Conduct research to analyse the market and assess the brand’s position and health. Identify opportunities, target key segments, and develop an optimal media strategy. Develop and test brand and marketing concepts, and monitor the impact of the strategy on brand health. Refine the strategy as needed to promote sales growth.

Identify gaps and pain points for new products to find new markets and consumers. Use strategic insights to find obvious and not-so-obvious omissions to grow sales, including pricing, distribution, packaging, and segment differentiation. Use methodologies like choice-based conjoint or deep dive observational ethnography and semiotics to enhance bundling, quality identifiers, and other critical factors.

Square Holes conducts research that matches consumer emotions, information needs, drivers/barriers, pain points, and opportunities to the critical steps in their journey. This helps to identify pain points and opportunities, create journey maps and models, remove unnecessary friction, and add unexpected “joy” to maximise profitability for key segments.

Conduct research to measure and map current and potential geographic markets, including the financial size of the opportunity, competitors and market shares, brand positioning, and gaps in the market. Square Holes uses qualitative research and ethnography to deeply explore the market and uncover hidden quirks. The research also covers consumer needs and dynamics, as well as the needs and perspectives of customers, distributors, and influencers to illuminate the market.

Square Holes uses its extensive experience in behaviour change to tackle issues like smoking, gambling, alcohol misuse, road accidents, and relationship abuse. We also apply behaviour change models to enhance commercial success. Our strategies leverage behavioural psychology and economics to guide impactful interventions. Behavioural psychology covers stages like precontemplation, contemplation, preparation, action, and maintenance. Behavioural economics focuses on driving action and reinforcing behaviour, taking into account messenger, incentives, norms, defaults, salience, priming, affect, commitments, and ego.

Square Holes works with arts and major events to measure their economic and cultural impact, tracking benefits over time. This research helps organisers identify opportunities and provides evidence to stakeholders on the value of long-term commitments.

Collaboration and co-design

We connect clients’ knowledge with the voice of their customers, audiences, and users to drive positive change.

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.

Examples of how our reporting is tailored to clients

An easy to read 30-100 page report is typically provided, tailored with Square Holes contemporary aesthetic styling. This depends on the nature of the project, and can range from a brief executive summary, presentation, to more comprehensive reporting of multiple research methodologies and stages.

For tracking and data rich projects we also create interactive dashboard, data visualisation and other insight tools. This provides clients with dynamic reporting capabilities, real time tracking and enhanced sharing and engagement across teams.

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.

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!

Reimagine the future

Allow Square Holes’ customised market research and cultural insight illuminate the road ahead.

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