Square Holes was founded in 2004 on a simple belief: better decisions start with deeply understanding people and culture. We explore within and beyond categories to uncover the patterns, tensions and shifts others miss.
Most decision-makers understand their category. Fewer understand the wider forces shaping it.
Behaviour does not happen in isolation. Decisions are shaped by identity, economics, technology, place, shifting expectations and social change.
Yet many organisations still operate from inside internal bubbles — relying on assumptions, legacy thinking, surface-level data or narrow category perspectives.
That creates risk.
Growth often comes from looking beyond existing customers, beyond assumptions and the category.
We work with CEOs, strategy, innovation, brand and government leaders navigating complex decisions around growth, behaviour change, customer relevance and future direction.
We explore 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.”
Our core service:
Mixed-method cultural insight explorations combining qualitative, quantitative, behavioural and cultural approaches — delivered through an Australian core team and curated global network.
Our Values: Curiosity · Nurture · Play · Flow · Impact
Curiosity
We challenge assumptions and explore beyond the obvious to uncover deeper human insight.
Nurture
We grow together through trust, candour, collaboration and shared mastery.
Flow
We create rhythm, clarity and momentum through disciplined systems and focused thinking.
Play
We bring energy, imagination and experimentation to spark better ideas and innovation.
Impact
We turn insight into meaningful action that creates real-world value and lasting outcomes.
“Here’s to the crazy ones. The troublemakers.
The round pegs in the square holes. The ones who see things differently.” Apple 1997
The Square Holes Story
Square Holes was launched in Adelaide, South Australia in late 2004 by founder Jason Dunstone as an antidote to mediocrity — built on the belief that better decisions come from seeing things differently.
Our name was inspired by Apple’s iconic 1997 Think Different campaign — “the round pegs in the square holes, the ones who see things differently” — and Steve Jobs’ bold strategy to reinvent the near-bankrupt company.
From our original ‘orange cube’ studio in Adelaide, Square Holes has grown into an Australian cultural insight studio helping organisations explore people and culture beyond the category to navigate change, uncover opportunity and make more confident decisions.
Alongside our Melbourne office and curated global network, we’ve spent over two decades building trusted relationships across government, corporate and community sectors through fresh perspective, strategic clarity and meaningful impact.
“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
Trusted by clients
Square Holes strengthens client relationships through exclusive sessions on cultural insights, behaviour change and consumer trends, including trend lunches and online forums.
Community of real people
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
We are curious
Square Holes’ studio model brings together an Australian core team and curated global network of researchers, ethnographers, strategists, academics and sector specialists — assembled around the needs of each exploration.
Sponsoring curiosity
Since 2004, Square Holes has invested more than $1 million into arts, cultural and community partnerships, as we believe that arts and culture are crucial to a flourishing city.
A reflection of our curiosity-driven culture.
Industry recognition & contribution
Square Holes has received industry recognition, including Australian Marketing Excellence Awards for work spanning low-alcohol beer, littering behaviour change and attracting new audiences to the arts.
In 2022, founder Jason Dunstone was recognised as a Fellow of The Research Society for his sustained contribution to the Australian research industry, alongside receiving a Highly Commended Best Paper Award in 2024.
We encourage our team to contribute beyond client work — through professional leadership, curiosity, creativity and meaningful community impact.
“Initially it was based on measuring brand health, then a part of this evolved into developing a company-wide KPI” Fiona Krawczyk Haigh’s
“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
Best practice
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, secure data systems and AI-enabled insight tools that enhance the depth, speed and clarity of our insights.
“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
In the media
Square Holes regularly appears in the media and presents at conferences, lunch and learns, expert panels and industry events to share our observations.
Most decision-makers are recruited from within the category. The risk can be decisions from inside internal bubbles — relying on assumptions, legacy thinking, surface-level data or narrow category perspectives. Square Holes uncovers the patterns, tensions and shifts others miss.
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.
WHAT MIGHT YOU BE MISSING?
Think! explores the patterns, tensions and emerging shifts shaping behaviour others often miss. Free every Friday, with exclusive access to cultural insight reports, events and data exploring people and culture beyond the category. Sometimes quirky, always insightful.