Phil Underwood Kid Pictuure
Phil Underwood - Insights Genius

As a senior research director at Smarty Pants, Phil leverages his global consumer insight and more than 10 years of experience designing, fielding and managing custom research initiatives. He is a youth and family expert who has led research across four continents for clients ranging from Disney to Nestlé to Electrolux. His keen understanding of kids and families is evidenced in his thoughtful moderating, strategic thinking, killer deliverables and ability to translate insights into actionable business strategies.
 
Phil most recently served as a senior director at Insight Strategy Group, where he worked for seven years in the Insights Kids division. He directed projects for key entertainment, gaming, travel and education clients such as Hasbro, Nickelodeon, Universal Studios, Discovery Kids, Cartoon Network, DreamWorks Animation, Lonely Planet, and leading streaming content providers.

Phil’s career in research began in London, working client side for two tourism boards—Visit London and Visit Britain. During his time at these organizations he managed global research projects from Brazil to Budapest across a wide range of consumer segments, including family, youth, and high net worth individuals.

A native Brit, Phil holds a bachelor’s degree in sociology and economics from the University of Sheffield and a master’s degree in management and business research methods from The Open University, the largest university in the U.K.

Fun Facts

  • Hails from a small town in Norfolk, UK, famous for being the birthplace of Thomas Paine
  • Lives in Williamsburg, Brooklyn with his dog, a Hurricane Harvey rescue named Lady Di
  • Despite his British roots, prefers coffee to tea and bagels to crumpets
  • Favorite city he has fielded research: Bogota, Colombia
  • An avid SoulCyle fan