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Carole Schmidt

Aspen Finn


Social Media Listening Panelist Carole Schmidt serves as Vice President, Research Strategy, at Aspen Finn. Carole is passionate about integrating the solicited—and unsolicited--“voice-of-your-customer” early in brand, positioning, product, and communication development. She loves intersecting with customers at critical points in the path-to-purchase where true insights are discovered and seeds of innovation take root. Carole created several qualitative method innovations (MineSights®, kideation®, and Geo-Stories® and Team Navigation®), was a contributing author for two product development textbooks, and was a Quirk’s 2019 “Researcher of the Year” Finalist. Post academia, she has completed Creative Problem Solving, Social Media Analyst certification, and is now pursuing her New Product Development Professional (NPDP) certification.  Play time is family camping/hiking in her beloved Oregon, book club (we read the books!), chairing Spring Garden Park, and leading her zany Push Mower Drill Team each August.