Show Up for Your Customers: Leveraging Design Thinking and Insights to Drive Sales

Stacy Callighan and Faith Hurley 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. Stacy and Faith live a mission to advance underrepresented audiences through quantitative and qualitative research methods. The result? Those valuable voices are incorporated into the design process, allowing a variety of data, perspectives, context, and needs to directly influence impactful goals and outcomes.

As female entrepreneurs, Stacy and Faith have experienced what it means to be underrepresented. 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. PinPoint's process includes quantitative and qualitative research, strategic design concepts, and implementation of new brands, products, services, technologies, and spaces that genuinely answer the needs and desires expressed authentically by the audiences their clients serve. 

PinPoint's team is made up of an exceptional set of dedicated researchers, strategists, and designers who have made a conscious decision to impact the people they encounter. The team brings different points of view, backgrounds, and life experiences, which ensures that every voice is represented and involved in meaningful change that influences their communities from the first step and onward.

How can your winery leverage data to grow your brand? What steps can you take to better engage with existing customers and expand your audience?

To allow for better branding, communication, and innovation, your business has to move beyond the numbers. Stacy Callighan and Faith Hurley are using both qualitative and quantitative research to uncover the “why” behind the data. This is the design thinking process: a methodology for bringing your consumers’ voices to the table, better serving them based on their lifestyle, and acting in accordance with their needs.

In this episode of VINTed, Scout Driscoll is joined by Stacy Callighan and Faith Hurley, Co-founders of PinPoint Collective, to talk about growing your brand — and your audience — through data-driven action plans. Together, they discuss how PinPoint uses numbers to help guide brands’ decision-making, understanding the “why” behind customer behaviors, and generating ROI through design thinking. Stay tuned!