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Kip Creel
President at StandPoint


Kip Creel is the President and Founder of StandPoint, an Atlanta-based agency specializing in voice-of-the-customer (VOC) studies.  Over the past 10 years, StandPoint has generated impactful insights for many notable Fortune 5000 companies in consumer packaged goods, healthcare, and many other B2B markets.

Kip is also the developer of SCORE, an award-winning VOC process used by many companies in their front-end-of-innovation activities.  In 2012, StandPoint was named a runner-up for the EXPLOR award, recognizing innovations in market research.  Due to the success of SCORE for several of its clients, StandPoint was named a finalist for Atlanta Marketer of the Year in 2013 and the winner of Atlanta Marketer of the Year in 2014.

Outside of StandPoint, Kip leads a quarterly course on VOC best practices through Stage-Gate International, and the marketing management module for the Executive Academy for Growth and Leadership, a continuing education program through Texas A&M University.

Kip is an alumnus of the University of Florida, and he holds a BA in Microbiology and Statistics (1988) and an MBA in Marketing (1993).

Agenda Sessions

  • Somebody’s Got to Say It: The Traditional Concept Test Needs a Refresh