Our Manifesto dictates our work
It’s our pride, our ethic, our quirks
IT’S OK TO BE ROUND PEGS IN SQUARE HOLES. TO BE OFFBEAT, CRAZY OR DIFFERENT.
TO BE BORED WITH THE STATUS QUO, WITH A HUNGER TO CHANGE THE WORLD.
YOU WILL NEED TO BE PASSIONATE AND RESILIENT. FROM THE ‘YOU’LL NEVER MAKE IT’, AND THEN THE ‘TALL POPPY’ TAUNTS.
YOU WILL NEED CLARITY AND IMAGINATION, AS TO WHERE YOU ARE HEADING, AND THE GOAL.
IT’S OK TO WORK HARD TO MAKE A DIFFERENCE. A FUTURE YOU INFLUENCED AND CHANGED, THINKING BIG AND BEING BRAVE.
Why we exist
Square Holes exists to drive an evolving narrative, flourishing cultures, and growing brands through data-driven research. Inspiring meaningful change through deep understanding of people and culture.
What we do
What we research
Since our inception in 2004, we have conducted more than 2,000 research studies, involving more than one million people. We have worked with clients across food and beverage, arts, health, youth services and entertainment industries. Alongside our explorative research, Square Holes also provide associated consulting and support to ignite positive business and social behaviour change, including concept development and testing and monitoring of cultural trends, customer sentiment, brand health and marketing performance.
Where we research
Square Holes has explored much of Australia’s urban, regional and remote areas. Indigenous populations, to Australia’s rich tapestry of different cultures and immigrants, from the average to the advantaged and disadvantaged. From our birthplace in South Australia, we have deeply explored the local population and across Australia to Africa, Asia, North and South Americas, Europe, and wider Oceania.
How we research
A hunger to make the world better
An ever curious and inspired team
Square Holes is a collective of curious and innovative thinkers and researchers who deeply understand real people. Our team are the best. Each with a superpower they are ever improving, but as a team KAPOW!
Why do we exist? To be ever curious and inspire a better future
Square Holes believes in the importance of a beginner’s mind, ever seeking new evidence and possibilities. Permission and confidence to reimagine the future.
Our team works with clients to minimise confirmation bias, the tendency to seek information that confirms existing views and ignore counter perspectives.
We are confident in our status as a global market leader, having provided proven outcomes for many of Australia’s iconic brands, as well as global brand corporates. Part of the way we put our ethos of assisting brands to make bold and meaningful change into action is by acting as a sponsor of imagination and partnering with vibrant cultural institutions like the State Theatre Company South Australia, Adelaide Film Festival and Zoos SA. Square Holes has contributed sponsorships of more than $500,000, with such partnerships a critical part of our DNA.
“If you think there are hard and fast answers, there is no reason for art. There is no reason for continued imaginative work, because if the answers can be found, then find them, and there is no more imagination necessary!”
Peter Drew, Poster Boy, Listen to Podcast Interview>