PinPoint Collective

It’s no longer enough for executives to sit around a boardroom making decisions based on what they THINK people want. Whereas equality means treating everyone the same, equity means providing everyone with what they need to have the same chance at success — and that only happens when we approach people as individuals and amplify their voices. This is where equity-centered innovation is invaluable.Regardless of industry, regardless if you offer a product or service - if you leverage the power of research to move beyond only focusing on internal assumptions, only looking to organizational KPIs - but rather focus on embracing the humans behind those datapoints, you will absolutely allow for better branding, services, offerings, communications, and innovation founded in and expressed authentically by the audience you serve.Faith Hurley and Stacy Callighan are the Co-founders of PinPoint Collective, a female-owned, equity-centered innovation firm based in Chicago that believes great design starts with great research. PinPoint's process includes quantitative and qualitative research that reveals the pain points, high points, needs and behaviors that all accumulate to your customers’ ‘why’ which inevitably fuels their purchasing criteria and driving behaviors.