How businesses create brands that fit with the cultural context will enhance relevance (and sales). Customer service aligning to how people live, barriers to purchase, breaking the category status quo. New products aligned to unmet needs.

Our work for alcohol group Lion Co centred on understanding how young people from across Asia, India and the Middle East socialise and celebrate with family and friends, towards creating new opportunities for cultural empathy.

Our research for leading consumer metal detector brand Minelab explored in parallel the UK and UK markets for consistencies, differences, the core traditional market and emerging and wider growth opportunities overlooked by the category.

Square Holes’ work for Cooper’s Home Brew explored the collision of pandemic hobby boom, cost of living pressures, changing alcohol attitudes and behaviours and a desire to better understand diverse market segments drivers and barriers.

Square Holes’ research with first nations communities over two decades has helped understand complexities and opportunities to provide better government and community support and make social progress.

Square Holes worked with the Department of the Premier and Cabinet. to inform and monitor the ‘New State of Mind‘ campaign to shift the cultural narrative amongst young people and to drive population growth.

Square Holes worked with critical partners Adelaide Oval, SACA, AFL, Government and other Adelaide Riverbank stakeholders over more than a decade to support this once in a life-time renewal.

Research to illustrate socio-economic, privilege and other divides and priories for leaders to make policy, budget, infrastructure investment and other critical changes to close the gaps in such a wealthy country as Australia.