In this episode of Welcome to Eloma, Stacy Calligan and Faith Hurley, Co-Founders of Pinpoint Collective, a strategic research studio, talk about the importance of leveraging human design and conducting research to inform decision-making and the design process. They debunk common misconceptions about human-centered design, emphasizing the need for research and the potential risks of not starting with it. They also highlight the importance of understanding the target audience and co-creating with clients and end consumers.

Stacey and Faith discuss the use of qualitative and quantitative research methods, as well as the importance of creating specific and detailed personas to guide the design process. Lastly, the episode concludes with the insight that entrepreneurship is a continuous journey of highs and lows, and the importance of staying aligned with the reasons for starting a business.

Quotes

• “The patterns are what we really specifically look for. So it's not about taking individualism within the research that we're trying to understand and uncover. It's about finding where those psychographics align with each other. Now those consumers or clients or customers of yours aren't gonna say it exactly the same way, but they're gonna articulate the same pain point or the same desire or the same need to be solved for.” 11:04
• “Okay, now that we know generally how this person acts in the world, what their income is, what their gender might be and maybe where they live and why they're living where they're living. What else do we need to know from them that's actually going to make an impact on how we define our offering as a company? And that's where then we go out into the world and we target those humans. We interview them. We live a day in the life of them. And the qualitative piece comes in.” 17:02
• “It's keeping a pulse on your competitors and your set. What are they doing? What is happening trend-wise beyond your industry? Just again, staying curious to what else is happening because as we all know, the world is changing so rapidly. And if you're not aware of how that's affecting people's driving behaviors or their why buys, you're gonna miss the opportunity to stay relevant with that.” 27:40

Links and follow-ups:

Connect with Stacy Callighan & Faith Hurley:

Instagram: https://www.instagram.com/pinpointcollective/

Websites: https://pinpointcollective.com/

Linkedin: https://www.linkedin.com/company/pinpointcollective/

Email: faith@pinpointcollective.com

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