Square Hole
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Square Hole
Market and social researchers Statisticians Field recruiters / interviewers Database pros Writers Consultants Designers Ethnographers Video / audio story tellers Marketers Creatives Social psychologists Strategists Entrepreneur Other (please describe!)
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.
© 2022 Square Holes Pty Ltd. All rights reserved.
Jason Dunstone planted the Square Holes ‘seed’ in amazing Adelaide South Australia at the end of 2004, bored with traditional market and social research, with a hunger to help make the world better. With a small dose of frustration with the industry status quo, and a BIG dose of passion to create a creativity inspired research agency like no other, he enticed investors, a curious team and awe inspiring clients.
2,000+ studies later, 1Million+ people researched, we have flourished.
Dylan is a skilled and experienced research analyst with a passion for data and his Weber BBQ. With a keen interest in the role of creativity in advertising, Dylan was first drawn to marketing after watching an episode of Mad Men in high school. At University that quickly turned into a preference for his research subjects, due to his fascination with what makes people tick. He is driven by this curiosity for people and a desire to help brands and organisations problem solve.
Mahalia is a journalist with a drive to dive deep into the stories of people, brands and communities. Before coming to Square Holes, she has worked across a number of media roles, from commercial radio in Sydney to a magazine named after a popular smallgood in Adelaide. Cyndi Lauper once taught her how to skin a squirrel and Brad Pitt complimented her tattoos, but these days she delves into the impact of social media on society and the wide breadth of clients undertaking research with Square Holes.
Kellen is a motivated Researcher/Analyst interested in answering questions around the consumer engagement in digital landscapes. He has strong skills in data analysis and interpretation to construct evidence-based solutions to client challenges. He received his doctorate in Digital Advertising at the ripe age of 25, focusing on the value of eye-tracked high and low attention in consumer behaviour. When he’s away from the world of consumer psychology and research, you can find him upside down in the big bowl at the new City Skate Park.
Daria is an interdisciplinary researcher with a background in cross-cultural communication, tourism, management, and strategic consulting. She has a fascination and passion for human psychology and experiences, enriched by tourism and adult learning studies. She prides herself on helping a range of clients to make confident leaps into growth and innovation with rich insights about how human values, needs and perceptions drive their customer and employee decision-making. In her spare time, Daria has been developing her green thumb, while building the veggie patch to fuel her active lifestyle.
Christine is a Qualified Practicing Researcher (QPR) who leads and supports the team across a range of function including project and methodology design, reporting, quality control, industry standards and ISO accreditation. She is highly experienced in all aspects of market research, and our quality control guru, ensuring that your project is a success through project planning for optimal research outputs and accuracy. Christine is also an avid reader outside of work, making her way through all manner of books from Science Fiction to the Classics.
Carolyn manages Square Holes’ project recruitment and Field Team. She is highly experienced in the recruitment of focus group and in-depth interview participants, face-to-face survey and other team management. Carolyn is the managerial engineer of the right voices making their way into your focus groups and interviews, and right people conducting your field research and face-to-face surveys. On a personal note, Carolyn has a background in Corporate Training and Management and is interested in understanding self and others, plays competitive netball and can catch a fish.
Daisy is the office rabblerouser and spirit raiser. She has a keen noise for sniffing out any and all leads and a great head for numbers (she will be able to tell you how many snacks you have on hand at any given time). What she lacks in physical size and understanding of office decorum, she makes up for in enthusiasm and personality. A most valued member of the team.
Bored with traditional customer research, Jason founded Square Holes at the end of 2004 with an eye to make a market research company with a difference. His formative years were spent at Frank Small & Associates in the mid-90s, during a takeover by global consumer insight agency TNS, working with blue chip brands from telecommunications to cars. Jason created Square Holes with the missive to “deeply understand real people”. He is a man who wears many hats including board director, supreme court expert witness, business coach, strategist, writer, presenter, start up founder, innovator and dad.
Are you super nice and ever curious?
We are ever keen to meet and hopefully find opportunities at Square Holes for super nice and smart professionals who are ever curious and inspired.
Square Holes is ever on the lookout for those with warm hearts and creative heads. Curious and inspired team players. Permanent team members, freelancers and other arrangements, locally (Adelaide | Melbourne) based or remote.
We are humble. More collaborative friends than corporate drones. We are an optimal alternative to mega global agencies. Hands-on autonomy, control of our destiny. Independently owned, rather than accountable to directors and shareholders abroad. We care and tangibly donate to and support our community. We are locally connected, globally minded. Ever seeking better individually and collectively.
Square Holes seeks to attract and retain interesting and diverse team members, t-shaped with width of professional and life experience, with a depth of relevant expertise. A team small enough to build strong client relationships and a collaborative work dynamic, yet with first-class research and academic rigor, client base and sophistication of qualitative and quantitative research projects, to drive positive progress. We would love to hear from you!
ISO 20252 certified for market, opinion, and social research
HQ 8-10 Regent Street North ADELAIDE SOUTH AUSTRALIA 5000
VIC Level 3, 162 Collins Street MELBOURNE VIC 3000
+ A GLOBAL NETWORK We are ever growing
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The Square Hole refers to a viral video on TikTok in which user @brock1137 incorrectly puts pieces into the shape sorter toy, which was followed by a viral reaction video from TikToker @tired_actor in which she gets increasingly frustrated and distressed as @brokc1137 continues to put all the pieces through the square hole. The video is also used as a video caption format and inspired fan art and memes in the following years.
The original TikTok [1] video was posted by @brock1137 (formerly known as @brockbenson8) on December 30th, 2020. In the video, Brock places toy blocks into the shape sorter toy but only uses the square hole instead of other shapes as all pieces fit into it. The video (shown below, left) received over 20.2 million views and over 4.6 million likes in one year. On January 1st, 2021, TikToker [2] @tired_actor posted a duet video in which she gets increasingly frustrated and distressed as all the pieces get placed into the square hole. The video (shown below, right) received over 5.3 million views, and over 830,000 likes in one year.
On December 31st, 2020, iFunny [3] user TheWinstonDude posted a Wojak Comic meme referencing @brock1137's video, which was featured on the app and gained over 34,700 smiles in one year (shown below).
On January 1st, 2021, Twitter [4] user @chriswade_ then posted @brock1137's video to Twitter, where it gained over 2.6 million views, 44,300 retweets and 145,800 likes in one year (shown below).
— Chris Wade 🌭🐸 (@chriswade__) January 2, 2021
On January 2nd, 2021, @brock1137 posted [5] another video in which he placed the pieces in the correct holes that gained over 642,600 views and 91,300 likes in one year (shown below, left). On the same day, @tired_actor responded [6] with a video in which she gets calmer and happier as she correctly predicts @brock1137's choices. The TikTok gained over 1.9 million views and 423,000 likes in the same period (shown below, right).
On January 22nd, 2021, Twitter [7] user @sanjazakovska posted the first reaction TikTok by @tired_actor, captioning it, "Devs watching QA test the product." The tweet went viral, with the video gaining over 7.5 million views, 68,200 retweets and 332,600 likes in one year (shown below).
Devs watching QA test the product pic.twitter.com/uuLTButB3x
— zakovska 🌻 (@sanjazakovska) January 22, 2021
Following the viral spread of the clip, it has been referenced and used as source material for memes throughout 2021 and 2022.
Devs watching streamers play their game for the first time like: pic.twitter.com/SIvVD1Q6mL
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Using a special drill and holder to drill square holes in material on a drill press.
1,684,639 views Mar 14, 2012 Using a special drill and holder to drill square holes in material on a drill press. … ...more
So how was the first square hole created before you had a square hole to create the square hole.
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