NAWBO Chicago - Chicago Connects | NAWBO

Tuesday, September 20, 2022 -
8:30am to 10:00am

How To Better Engage And Expand Your Customer Base: Leveraging Research Insights To Better Inform You of Your Clients’ Needs And How You Specifically Can Solve For Their Identified ‘Why”
Presented by Faith Hurley and Stacy Callighan

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.

About PinPoint Collective: 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.

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