Carole Schmidt serves as a Vice President, Research Strategy at Aspen Finn. Carole is passionate about integrating the “voice-of-your-customer” early in brand, positioning, product, and communication development. Whether studying data center operations, gamers’ late night snacking, anglers’ fishing equipment, or morning coffee behaviors, Carole loves intersecting with customers at critical points in the path-to-purchase where true insights are discovered and seeds of innovation take root.
Since college (Northern Illinois University Journalism/Psychology), Carole’s expanded her professional development in Creative Problem Solving certification, by creating method innovations (MineSights, kideation, and Geo-Stories), as a contributing author in two textbooks, was a Quirk’s Excellence in Research Researcher of the Year Finalist (2019), and is now pursuing her New Product Development Professional (NPDP) certification. Away from work, Carole and family share a love for camping/hiking the stunning Oregon outdoors, chairing her neighborhood park committee, and participating in zany team events, including leading her Push Mower Drill Team each August.