We bring your customer's voice & ideas to the innovation process so you can make smarter decisions.

StandPoint is the proud recipient of Halyard’s Award for Research Partner of the Year.

StandPoint enables smart brand, product, and service development decisions by bringing the customer’s voice and ideas to our client’s decision making.  Our approaches create the knowledge to answer tough questions and take action.

Fact-based, not fact-filled, StandPoint’s concise deliverables build confidence in strategic decisions and organizational change. Our team of real-world business specialists offers informed recommendations that shape our clients’ future direction.

What do our clients say? Over the past five years, more than 95 percent of StandPoint’s deliverables have received top client marks for actionability.

Meet the StandPoint Team


Kip Creel


Kip is the president and founder of StandPoint and has chief responsibility for business development, methodology design, and the firm’s strategic planning practice.



Carole Hubbard

Director of Client Service

A versatile and creative market research leader, Carole is responsible for the design and execution of primary research studies and reports.


JRoberts Headshot

Judy Roberts

Manager of Client Service

Judy is responsible for leading multiple concurrent quantitative and qualitative client projects and supporting the Director of Client Service.



Nancy Houston

Operations Manager

Nancy came to StandPoint from the legal industry with over 20 years of experience managing operations. She has a keen eye for detail and works diligently managing timelines.



Camily Williams

Client Service Specialist

Camily ensures projects are completed smoothly and on schedule. She is responsible for coordinating with vendors and clients, managing study recruitment, and more.




Director of First Impressions

Tanner is Kip’s dog, who often accompanies Kip to work. Tanner greets clients at the door with a welcoming handshake. He also keeps spirits high among the StandPoint team.