Why

Credit: Thomas McCammon

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

Square Holes’ provides customised research for human centred leaders, decision makers and innovators, in local and global markets – submit a brief. We also have an every Friday eMag Think! sharing all things culture, behaviour, brands and real people – please subscribe today.

Ever seeking better, Square Holes are an incubator of research and insight innovation, including social platform for real people to support decision makers squareholes.community and budgie.love an new agency supporting Australian brands to grow and go global. More coming soon …

Budgie Love

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

Inspiration based on ISO 20252 standards

Square Holes invests and commits to highest privacy, quality and ethics standards.

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

Endless possibilities

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.

Sponsoring imagination

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.

Think! eMagazine

Culture, brands and real people

“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>

In the media

Square Holes regularly appears in the media.

Contact us for input into articles and stories.

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