Smarty Pants market research and strategic consulting agency announced the advancement of Alejandro Hernández to the role of “Insights Know-It All.” In this elevated position, Hernández manages qualitative, quantitative and mixed-method research initiatives and identifies emerging trends for Smarty Pants’ leading healthcare, technology, and apparel & footwear clients. 

Hernández’s promotion is a testament to his outstanding project management abilities, expertise in developing compelling consumer narratives, and keen ability to synthesize complex consumer behaviors into concise, actionable insights. Additionally, his strength as a bilingual researcher – including Spanish language moderating – has been invaluable to Smarty Pants’ clients seeking deeper connections with diverse consumer groups.

Smarty Pants senior director and division leader Anne Knight comments, “Alejandro excels at connecting with consumers and deciphering key drivers of their behavior. His ability to unearth insights across ages, generations, geographies and cultures enriches our clients’ understanding and sparks meaningful solutions that benefit both businesses and consumers.”   

Previously, Hernández served as the marketing and communications manager at Esperanza Health Centers, a network of clinics providing bilingual primary care and wellness services to Chicago’s underserved communities.

Based in Chicago, Hernández studied marketing and international studies at University of Illinois Chicago. He holds a bachelor’s degree in communication studies from Northwestern University.