Smarty Pants market research and strategic consultancy has added Elizabeth Aparicio as a manager level “Insights Know-It-All.” Aparicio is an applied anthropologist with food and beverage expertise. Her savvy as an ethnographer and shopper insights specialist is being leveraged across Smarty Pants’ flagship retail, grocery, and food and beverage clients. Aparicio is the 12th addition to Smarty Pants in 2022, following 30 new hires in 2021. 

Aparicio was most recently an ethnographic analyst and senior consultant at The Hartman Group in Bellevue, Washington, where she led in-home interviews, shop-alongs, in-store intercepts, remote IDIs and digital diaries, and identified food and beverage trends. She began her market research career as a quantitative ethnographer at SmartRevenue, tasked with in-store intercepts and in-depth field interviews to better understand shopper insights. 

Aparicio graduated summa cum laude with degrees in Psychology and Anthropology from the University of Mary Washington in Virginia. She earned her M.A. in Applied Anthropology at the University of South Florida.

Commenting on Aparicio’s hire, Smarty Pants Strategy Sage Laura Munroe states, “Elizabeth has an insatiable curiosity about people and a knack for digging below the surface, connecting dots and unearthing novel ways of thinking about the human experience. Her ability to merge qualitative and quantitative findings...