What is the role of Cultural Insight, evidence-based Creativity and innate Curiosity for marketers?
What is the role of Cultural Insight, evidence-based Creativity and innate Curiosity for marketers?
Jason will share case studies and three decades of evidence-based observations working with many of South Australia (and beyond) iconic brands and guiding corporate and government decision-makers. What is the critical role of cultural insight and market research in growing brands and businesses? Cultural insight refers to using a range of data collection and observational methodologies, including ethnography, one-on-one interviews, group discussions and quantitative methodologies, to gain a deeper understanding of the target population. Balancing cultural insight with more commercial market research is valuable for marketers looking to innovate, understand trends and shift narratives. How businesses create brands that fit with the cultural context will enhance relevance (and sales). Customer service aligning to how people live, barriers to purchase, breaking the category status quo. New products aligned to unmet needs.
About Jason:
As the founder and MD of Square Holes, Jason has been a hands-on human-researcher, trusted advisor and leader of a team of passionate and curious researchers for since 2004. He is a Fellow of the Australian Research Society, a prestigious recognition of his contribution to the Australian industry over thirty years. Jason has conducted extensive and ongoing cultural insight and market research for many of South Australia’s icon brands, global brand groups, SA Government, and wide ranging and eclectic client list including recent research for Hutt Street Centre, Haigh's, Bickford’s, Meals on Wheels, Northline, Welding Industries Australia, Coopers Brewery, Festival Centre and Jonny’s Popcorn. The name ‘Square Holes’ was inspired by Steve Job’s ‘I am back to save Apple’ Think Different campaign – “the round pegs in the square holes, the ones who see things differently.”
Details
Date Tuesday, 25th March 2025
Start Time 5.30pm for 6.00pm
Networking with Snacks and Drinks from 6.45 pm
Event Concludes 8.00pm
Venue
The Cumberland Hotel (The Cumby)
The Cumberland Room Upstairs
205 Waymouth St Adelaide 5000
