Smarty Pants research consultancy marks its 20th anniversary this month. Founded in Connecticut in 2005, the privately held company has been defined by organic growth driven by creative approaches to deepening consumer connections and long-term partnerships with many of the world’s leading brands.
Recently honored as the industry’s “Best Place to Work” by Quirk’s Media, the Smarty Pants team of 60 insights professionals has built a people-first culture steeped in collaboration and generosity. It has also earned a reputation for methodological excellence, creative deliverables, business impact and thought leadership.
As Smarty Pants celebrates two decades of success, co-founder and Chief Know-It-All, Radames Rodriguez, emphasized that the company’s growth is a result of its talented team and strategic relationships. “Our success is rooted in the brilliance, creativity, and playful spirit of our team, along with the trust and partnership of the clients that have placed their most valuable assets—their brands—in our hands. Their success is our greatest reward.”
Smarty Pants launched as a kid and family research firm, partnering with toy & game, entertainment and food & beverage companies on how best to connect with the growing youth market. The agency’s expertise now spans consumer needs and behaviors across life stages, and its client roster has swelled to include tech, retail, finance, automotive, apparel & footwear, healthcare and CPG giants.
Founder and Chief Smarty Pants, Wynne Tyree, shared, “Our roots in kid insights were fueled by a passion for understanding young minds and helping brands connect with this dynamic demographic via untraditional methods. Over the years, we’ve applied our innovative practices to a wide range of audiences and categories, enabling us to become a recognized leader in the insights industry.”
Looking to the future, Smarty Pants is committed to expanding its impact by continuing to innovate, strengthen partnerships and affirm its reputation as the employer of choice for the industry’s top talent. In 2025, it plans to expand its consulting practice and add more than a dozen research, creative and operations professionals.