Square Holes was founded in 2004 on a simple belief: better decisions come from understanding people. We help leaders think different, innovate and make confident decisions through exploration of people and culture.
Our Mission:
“We explore people and culture within and beyond categories to uncover the patterns, tensions and shifts others miss. Informing innovation, shaping strategy, and enabling confident decisions across brand, government and place.”
We explore people and culture to inspire innovation (and confident decisions)
Our name was inspired by Apple’s 1997 ‘think different’ campaign – “the round pegs in the square holes, the ones who see things differently,” and Steve Jobs’ strategy to save the near bankrupt brand.
Square Holes was proudly launched in Adelaide, South Australia in late 2004 by Jason Dunstone, as an “antidote to mediocrity, and to ever see things differently,” with our funky ‘orange cube’ HQ studio remaining our home base in the Adelaide CBD. In 2022 Jason was selected as a Fellow of The Research Society, recognising his significant and sustained contribution to the Australian research industry.
From our Adelaide home, we’ve built a super team, long-term, trusted relationships with government, corporate and community clients, bringing fresh perspective and meaningful impact. Today, alongside our Melbourne office and a growing network, we continue to lead with curiosity and deliver work that shapes better decisions and lasting outcomes.
Square Holes has always worked to industry best practice, including methodologies, ethics and data security, and is a member of ESOMAR, The Research Society and Australian Data and Insights Association. This is supported by ongoing investment in technology, data systems and AI-enabled tools that enhance the depth, speed and clarity of our insights.
Two specialist areas
Flourishing Cities
Research to drive an evolving narrative, behaviour change and support leaders in education, environment, health, government and community services, housing, infrastructure, arts, sport, culture, lifestyle and economy.
Value 1: Curiosity
We learn forever
Square Holes champions open-mindedness, analytical thinking and unconventional creativity in our exploration for innovation. We are constantly evolving our understanding of the people, cultures and markets surrounding us, as well as new tools and technologies that sharpen our output.
Value 2: Impact
We inspire growth
We inspire better through discipline in our systems and thinking, positive energy and persuasive communication. Grounded in research evidence, we deliver insights that drive meaningful impact for business and community.
“Initially it was based on measuring brand health, then a part of this evolved into developing a company-wide KPI” Fiona Krawczyk Haigh’s, client since 2015
“Working with Square Holes brings REDARC closer to our customers. Engaging in market research means we can better understand the needs of our customers and what drives them during the decision-making process” Anthony Kittel CEO Redarc, client since 2015
Value 3: Nurture
We grow together
Through collaboration, shared mastery and open candour we collectively grow. Square Holes’ studio model brings together a core team with a curated global network of specialists: the best researchers, ethnographers, strategists academics and sector experts nurtured since we launched in 2004.
“Such an excellent event and a great mix of people in the room. I agree (with other attendees), one of the best discussion sessions I’ve been to!” Client lunch attendee
Client love
Square Holes strengthens client relationships through exclusive sessions on cultural insights, behaviour change and consumer trends, including trend lunches and online forums.
People love
Square Holes has nurtured a devoted and rewarded community of real people who are paid as trend hunters, feedback givers and to share their lives.
“Square Holes is a great way to feel a part of the community, to give feedback on the things around you and to be able to try and make a difference even in a very small way. It makes me feel like my opinion does matter.” Google Review
In the media
Square Holes regularly appears in the media, and present at conferences, lunch and learns, expert panels and otherwise to share our observations.
Podcast interview
Jason Dunstone appeared on the Australian Centre for Business Growth’s podcast in September 2025. He discusses why growth starts with understanding real people — not assumptions.
“We identified loneliness as a significant issue in the community and in need of greater attention. We wanted to know how many were experiencing high rates of loneliness and what age groups were the most affected” Rachael Pearse, Uniting Communities Project Officer, client since 2020
Sponsoring curiosity
Square Holes partners with arts and cultural organisations such as the Adelaide Film Festival, Helpmann Academy, Southstart and Zoos SA. Square Holes has invested over $1,000,000 since 2004 into these partnerships, as we believe that arts and culture are crucial to a flourishing city.
A critical part of our curious DNA.
