Laura Munroe

Strategy Sage

Tampa, FL

Laura serves as Strategy Sage at Smarty Pants, a title that is well deserved. It reflects her prowess as a corporate strategist, research practitioner, consumer connector, strategic problem solver, learning leader and people-developer. And it captures the type of expertise you’ll get from her 18+ years of experience creatively executing qualitative and quantitative research studies across a variety of in-person methods and online platforms.​

Laura joined the Smarty Pants team in 2013 and has been an invaluable asset to the organization and our clients. Her expertise and personal passion is in retail and shopper insight, having spent nearly two decades studying shopping patterns and channel preferences for a variety of categories. She also has deep experience conducting research for giants in the toy/game, entertainment, food and bev, and healthcare spaces, and is an expert in babies, toddlers, kids, teens, moms, women, and millennials.

Forever curious and eager to expand our portfolio of in-person and digital methods, Laura has a knack for eliciting deep insights both on and off the screen. She regularly leads ethnographies, online communities, webcam interviews, and mobile studies, and is a master at bringing the insights to life.

Laura also leads a team of 12 gifted and ambidextrous researchers. Her role as business unit head allows her to apply her experience to elevating insights and ensuring client learnings always “rain”- are Relevant, Actionable, Interesting and Nuanced, that is. ​

experience

Prior to joining Smarty Pants, Laura served as Senior Consultant at C Space, working with clients such as Hasbro, MTV, Avon, Kimberly-Clark and Travel Channel. She was also the lead client manager and on-site consultant for Walmart, serving as the voice of the consumer in the company’s Insights and Analytics group. While at C Space, Laura also pioneered a creative storytelling department to help companies gain a clearer picture of their customers via the marriage of impactful insights and innovative reporting methods.​

Laura’s passion for market research began at Hasbro as Market Research and Global Insights Coordinator, managing the company’s play-testing facility and working with research vendors. She also aided in trend analyses to grow the company’s knowledge of the youth and toy markets.​

education

Laura earned her bachelor’s degree in psychology from Western New England College in Springfield, MA.

personal

Laura, her husband and two children live in sunny Tampa, FL. ​ She loves being crafty and making gifts for others – and has a craft space filled with potential projects!​

Fun Facts

  • Can often be found on a playground chasing her active son and daughter​
  • Would rather be too hot than too cold – and chooses vacation spots and outdoor activities accordingly​
  • Her singing career peaked at age 5 after winning a talent contest with her brother
  • A professional sports enthusiast, but her allegiance goes towards her hometown teams in Boston