Session Proposal: The SCORE Method - a Fast Track Product Development Approach


The SCORE Method - a Fast Track Product Development Approach


TOWNHALL: Successful front-end innovation (FEI) relies on the ideas and feedback of real people, whether internal to the organization or external stakeholders. Every person has unique skills and abilities that can be leveraged in the FEI process from understanding customer needs, brainstorming, and building product concepts. SCORE is based on maximizing the contributions and engagement of those involved in the process.

A key difference with SCORE is that the client team and customer team follow parallel paths and then come together at various stages in the process. SCORE efficiently fills a company's innovation pipeline quickly - in as little as six weeks.


Kip Creel is the President and Founder of StandPoint, an Atlanta-based agency specializing in voice-of-the-customer (VOC) studies. Over the past 15 years, StandPoint has generated impactful insights for many notable Fortune 5000 companies in healthcare technologies, pharmaceuticals, medical supplies, medical devices, and consumer packaged goods.

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. Later that same year, StandPoint was named a finalist for Atlanta Marketer of the Year based on its unique VOC methods.

Outside of StandPoint, Kip leads 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 holds a BA in Microbiology and Statistics (1988) and an MBA in Marketing (1993).