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 many audiences’ ‘why’ which inevitably fuels their purchasing criteria, product prioritization input, brand loyalty and driving behaviors behind the power of their spend.