Fey is a gifted researcher who boasts impressive academic pedigree, deep business and analytics experience, and great consumer instincts. (She would never actually boast, though. 😊 Her EQ is as impressive as her IQ!) She’s a curious, passionate yet humble collaborator who sparks a “wow” among everyone lucky enough to work with her.
Fey joined Smarty Pants as an Insights Whiz in late 2022. She supports all phases of custom research – from study conceptualization and design, to research fielding and analysis, to creating final deliverables. With both secondary and primary data – both qual and quant - she is able to masterfully read between the lines, extract meaningful insights, and build compelling narratives that strengthen the connection between brands and their consumers. Her impact spans Smarty Pants’ healthcare, toy and game, and retail clients.
Before earning her Masters in Analytics at American University’s Kogod School of Business, Fey obtained a B.S. in Accounting from Salisbury University Perdue School of Business. She also holds a graduate certificate in Business Analytics from the University of Maryland Global Campus.
When she began her career, Fey flexed her accounting and financial muscle at companies like Capital One, Aerotek Inc. and Geico. She was then recruited to join the Collage Group, a market research agency specializing in multicultural consumer insights. She applied her talents as a quantitative analyst and grew her newfound love of qualitative researcher. She left the agency as an ambidextrous researcher with rich experience working with many Fortune 500 companies.
Beyond her professional and academic pursuits, Fey loves podcasts, live music and fashion. You can catch her listening to all genres of music (especially Afrobeat, R&B and Hip-Hop) or podcasts like Malcolm Gladwell’s Revisionist History and The Daily. But she’s always open to recommendations, so feel free to send them her way!
Fey adds strength to Smarty Pants’ growing Maryland-D.C. talent pool. She is based in Baltimore.