Elizabeth Aparicio

Insights Know-It-All

Richmond, VA

Elizabeth joined Smarty Pants as an Insights Know-It-All in mid-2022. She is an applied anthropologist who is equally as adept at ethnographies and interviews as guiding quantitative research and mining large data sets. She excels at mixed-methods research, unearthing actionable insights and applying big- picture analyses for key Smarty Pants clients like Target and Bazooka Candy Brands.​

To know Elizabeth is to know a curious, lifelong learner who never outgrew the toddler stage of asking “why” about, seemingly, everything. Her innate curiosity led her to pursue degrees in psychology and anthropology and a career in market research. She has a deep passion for consumer culture and how best to impact businesses—across consumer segments and product categories.​


Prior to her role as a Smarty Pants manager, Elizabeth spent four years as an ethnographic analyst and senior consultant at The Hartman Group—an agency focused exclusively on the food and beverage marketplace. (Yes, she knows virtually everything you’d ever need to know about food or wine!)

Elizabeth began her market research as a quantitative ethnographer for SmartRevenue, where she was tasked with in-store intercepts and in-depth field interviews to better understand shopper insights.​


Raised on the east coast, Elizabeth earned a B.S. in Psychology and Anthropology from the University of Mary Washington in Virginia. She went on to obtain her M.A. in Applied Anthropology at the University of South Florida.​


After stints in Houston and Seattle, Elizabeth now resides in Richmond, Virginia. Her love of food is rounded out by her passions for economic empowerment and environmental protection. When she’s not visiting the latest local restaurant or on a plane in search of inspired global cuisine, you may find her hunched over a jigsaw puzzle or at a local trivia night. After all, she’s quite the know-it-all.​​

Fun Facts

  • An avid podcast listener, with Maintenance Phase topping her must-listen list​
  • Always eager to try new things; nothing is on her “do not taste” list​
  • Loves “nerding out” on semiotics and linguistics​
  • Former bartender and still a devoted mixologist drawn to the latest home bar trends – especially tasty low-alc options​
  • Favorite night is game night! She’s working on taking the competition a little less seriously​