Square Holes

Square Holes We conduct research on what real people believe and how they behave. Help wanted! :-) Why do we exist? Square Holes helps make the world better. How do we do this?

We do this by providing deep clarity as to the reality of what real people believe and how they behave. In a world of chaos and uncertainty we seed robust ‘imagination inspiration’ and help leaders to grow a better future. Square Holes conducts and publishes customised explorative research on key markets and population segments.

+ we provide associated consulting, education and support to ignite

business and social behaviour change and growth. Square Holes also offers data collection and analysis support through in-house ISO 20252 certified full-service research capability 'round pegs' including online, CATI and face-to-face survey interviewing field team, consumer panel and recruitment services and wider qualitative, quantitative and mixed methodology research and analysis expertise. Square Holes is proud to be a long term sponsor of State Theatre. We also support many other experience economy partners such as Adelaide and Monarto Zoos.

“Be the change that you wish to see in the world.” Mahatma Gandhi

www.squareholes.com

How the current oil insecurity is impacting culture in AustraliaAlong with the rest of the world, Australia has been fac...
04/06/2026

How the current oil insecurity is impacting culture in Australia

Along with the rest of the world, Australia has been facing fuel insecurity due to global oil-market disruptions brought on by the war in Iran. Since February 2026, one of the world's most critical oil transit chokepoints, the Strait of Hormuz has been blocked by Iran as a tactical move in the conflict. This has caused catastrophic flow-on effects for oil trade, …...

Along with the rest of the world, Australia has been facing fuel insecurity due to global oil-market disruptions brought on by the war in Iran. Since February 2026, one of the world’s most c…

The A – Z of 2026 Cultural Insight Sectors: O is for Oil and GasThe Oil & Gas sector in Australia is far more than an en...
04/06/2026

The A – Z of 2026 Cultural Insight Sectors: O is for Oil and Gas

The Oil & Gas sector in Australia is far more than an energy industry. It sits at the centre of debates about economic prosperity, energy security, climate transition and national identity. In 2026, oil and gas remain critical components of Australia's economy despite accelerating investment in renewable energy. Australia is one of the world's largest exporters of liquefied natural gas (LNG), with the sector generating billions of dollars in export revenue and supporting regional employment across Western Australia, Queensland and the Northern Territory....

The Oil & Gas sector in Australia is far more than an energy industry. It sits at the centre of debates about economic prosperity, energy security, climate transition and national identity. In…

Market research is the MVP for NFPsThe Australian not-for-profit (NFP) sector is one of limited resources, rising compet...
28/05/2026

Market research is the MVP for NFPs

The Australian not-for-profit (NFP) sector is one of limited resources, rising competition, and high community expectations for evolution. As such, every dollar matters. In this environment, market research is no longer a “nice to have” — it is a strategic tool that helps organisations make smarter decisions, deepen engagement, and maximise impact. Square Holes has worked alongside several charities and community groups looking to refine their services, track their impact/need, and expand their ability to serve the community....

The Australian not-for-profit (NFP) sector is one of limited resources, rising competition, and high community expectations for evolution. As such, every dollar matters. In this environment, marke…

The A – Z of 2026 Cultural Insight Sectors: N is for Not-for-Profit SectorThe Not-for-Profit (NFP) sector in Australia i...
28/05/2026

The A – Z of 2026 Cultural Insight Sectors: N is for Not-for-Profit Sector

The Not-for-Profit (NFP) sector in Australia is far more than charity. It is a critical social infrastructure that supports wellbeing, advocacy, community resilience and civic participation. In 2026, the sector is operating under increasing pressure. Rising demand for services, cost-of-living stress, housing insecurity and mental health challenges are placing unprecedented strain on community organisations. At the same time, Australians continue to expect not-for-profits to fill gaps left by markets and government systems....

The Not-for-Profit (NFP) sector in Australia is far more than charity. It is a critical social infrastructure that supports wellbeing, advocacy, community resilience and civic participation. In 20…

The A – Z of 2026 Cultural Insight Sectors: M is for (the) Music IndustryThe Music Industry in Australia is far more tha...
21/05/2026

The A – Z of 2026 Cultural Insight Sectors: M is for (the) Music Industry

The Music Industry in Australia is far more than entertainment. It is a cultural ecosystem that shapes identity, nightlife, tourism, technology, youth culture and national storytelling. In 2026, the Australian music industry is navigating profound transformation. Streaming dominates listening habits, live music venues face economic pressure, and artists increasingly operate as entrepreneurs, content creators and personal brands. At the same time, music remains one of the most powerful forms of collective cultural participation....

The Music Industry in Australia is far more than entertainment. It is a cultural ecosystem that shapes identity, nightlife, tourism, technology, youth culture and national storytelling. In 2026, t…

Goodhart’s Law: When Metrics Start Distorting RealityIn modern organisations, metrics have become a kind of organisation...
21/05/2026

Goodhart’s Law: When Metrics Start Distorting Reality

In modern organisations, metrics have become a kind of organisational language. Engagement scores, NPS, conversion rates, brand awareness, retention, consideration… numbers increasingly shape how success is defined, and decisions are made. But metrics have a strange tendency to change behaviour in unexpected ways. This is the idea behind Goodhart’s Law, a principle coined by economist Charles Goodhart in the 1970s: ...

In modern organisations, metrics have become a kind of organisational language. Engagement scores, NPS, conversion rates, brand awareness, retention, consideration… numbers increasingly shape how …

Have our ‘liveable’ cities priorities changed over the years?Each year, The Economist Intelligence Unit (EIU) releases i...
14/05/2026

Have our ‘liveable’ cities priorities changed over the years?

Each year, The Economist Intelligence Unit (EIU) releases its global liveability index of the world's most and least liveable cities, based on five key criteria. In 2024, two Australian capital cities made the top 10 list (Melbourne, 3rd place, Sydney, 4th), while Adelaide sat just outside in the 13th spot. While liveability is more broadly defined by the Australian government…...

Each year, The Economist Intelligence Unit (EIU) releases its global liveability index of the world’s most and least liveable cities, based on five key criteria. In 2024, two Australian capi…

The A – Z of 2026 Cultural Insight Sectors: L is for LiveabilityLiveability in Australia is no longer simply about wheth...
14/05/2026

The A – Z of 2026 Cultural Insight Sectors: L is for Liveability

Liveability in Australia is no longer simply about whether a city is pleasant to live in. It has become a broader measure of how effectively communities support wellbeing, opportunity, affordability and resilience in everyday life. In 2026, liveability sits at the intersection of some of Australia’s biggest pressures: housing affordability, transport congestion, climate risk, social cohesion and access to essential services....

Liveability in Australia is no longer simply about whether a city is pleasant to live in. It has become a broader measure of how effectively communities support wellbeing, opportunity, affordabili…

Culture shapes behaviour, and behaviour shapes cultureIt’s easy to think of behaviour as a matter of personal choice. Bu...
07/05/2026

Culture shapes behaviour, and behaviour shapes culture

It’s easy to think of behaviour as a matter of personal choice. But a lot of research suggests something more complicated. The way we think, decide, and act is shaped by the cultural environments we’re part of. And at the same time, the small things we do every day quietly reinforce and shift that culture. Culture shapes how we think…...

It’s easy to think of behaviour as a matter of personal choice. But a lot of research suggests something more complicated. The way we think, decide, and act is shaped by the cultural environments …

The A – Z of 2026 Cultural Insight Sectors: K is for Key IndustriesAustralia’s Key Industries are more than economic cat...
07/05/2026

The A – Z of 2026 Cultural Insight Sectors: K is for Key Industries

Australia’s Key Industries are more than economic categories. They are the sectors that shape national identity, employment, exports and long-term resilience. In 2026, Australia’s economy remains heavily influenced by a small number of dominant industries — including mining, agriculture, construction, healthcare, education, tourism and professional services. Together, these sectors underpin national prosperity while also exposing Australia to global pressures such as commodity volatility, climate change and technological disruption....

Australia’s Key Industries are more than economic categories. They are the sectors that shape national identity, employment, exports and long-term resilience. In 2026, Australia’s economy remains …

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