Executives can no longer rely solely on their assumptions about what people want when making decisions in the boardroom. While equality involves treating everyone the same, equity focuses on giving each individual the specific support they need to achieve similar levels of success. Achieving this requires recognizing people as unique individuals and amplifying their voices. This is where equity-centered innovation becomes crucial. No matter the industry or whether you provide a product or service, harnessing the insights from research—rather than just sticking to internal beliefs and organizational metrics—allows you to connect with the individuals represented by your data. This approach will enhance your branding, services, communications, and innovation in a way that resonates authentically with your audience. Faith Hurley and Stacy Callighan, co-founders of PinPoint Collective—a female-led, equity-focused innovation firm in Chicago—believe that outstanding design begins with thorough research. PinPoint employs both quantitative and qualitative methods to identify customer pain points, strengths, needs, and behaviors, which together explain their motivations and influence their purchasing decisions.