Christina Massey

Insights Sage

Boston, MA

As Insights Sage at Smarty Pants, Christina is a senior director focused on designing, executing and analyzing custom research initiatives to inspire actionable and fresh consumer insights for her clients. Her academic pedigree, robust research skills and client experience have helped Christina to guide Fortune 500 businesses in making sense of what it means to be a modern consumer in today’s digital-first, complex world. ​​

With 15 years of primary and secondary research under her belt, Christina is a seasoned qual-leaning practitioner. Having moderated for most of her career on both the client and agency side, she has personally connected with thousands of consumers from around the globe – via traditional focus groups, in-depth interviews, ethnographies, shop-alongs, panels and and online discussions. By collaborating with consumers in their natural environments and through digital capacities that are familiar and engaging to them, Christina consistently demonstrates her gifts for consumer empathy and ethnographic story telling.

Christina’s excellence in the field and in client partnership have propelled her into a leadership position as Team Leader. In this role, she co-leads one of Smarty Pants’ four business units, where she focuses on fostering professional development of her team members while driving the impactful delivery of research outcomes for her clients.

Christina’s extensive cross-category experience has given her a unique lens on the business world and the many facets of overall strategy, product development and brand positioning. She is a go-to resource for leading institutions including Google, NBCUniversal, Mondelēz, Boston Consulting Group, Ulta and Macy’s. ​

experience

Prior to her 11 years at Smarty Pants, Christina jumpstarted her career as a valued member of Hasbro’s Global Consumer Insights team, where she co-managed the organization’s in-house testing facility.

Christina then made the decision to settle in Boston and take up her next challenge at C Space – an online consumer collaboration agency. There, she spent time consulting with clients to execute robust online consumer community initiatives. ​

education

Christina graduated cum laude from Bentley University. She holds a B.S. in Marketing.

personal

Born and raised in Massachusetts, Christina is a proud New Englander and Boston sports fan. She and her husband currently reside outside of Boston in Worcester, MA.

Outside of work, Christina enjoys spending time traveling and binge-watching the latest shows and movies. ​She’s an armchair detective and voracious consumer of true crime podcasts and TV series. And she has a knack for recalling even the most unfamiliar celebrity faces in just about any movie or show she watches.​

Fun Facts

  • Most of her friends and colleagues call her “Figs” (a nickname derived from her maiden name, Figueredo)​
  • Was co-captain of her Division II college softball team and even met her husband playing co-ed softball ​
  • Loves travel but hates flying. Dreams of one day visiting every continent and all 50 states​
  • Royal history buff and Anglophile who can’t pass up a wonderfully proper afternoon tea​
  • Her grandfather – a Cuban poet, musician and freedom fighter – wrote Cuba’s national anthem!
  • Loves a solid sitcom and has watched (and re-watched!) her favorites more times than she cares to admit, including “The Office,” “Schitt’s Creek,” “It’s Always Sunny in Philadelphia” and “Arrested Development”​