Session Proposal: “Killing It" at Gate One: Using the Right People and Process for Identifying Needs, Generating Ideas, and Building Product Concepts
For many organizations, managing the front-end-of-innovation is a daunting task. In this workshop, learn a system that maximizes the odds of only new-to-world ideas enter your pipeline. In this highly-interactive workshop, delegates will learn and practice how to:
• Leverage consumer feedback in identifying a set of unmet needs.
• Use consumer insights and needs as the foundation for ideation and creative problem solving
• Facilitate a highly-effective ideation session
• Assemble the right teams for ideation
• Craft customer-centric concept statements
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 holds a BA in Microbiology and Statistics (1988) and an MBA in Marketing (1993).