About Us

The concept behind “The Smartest People Know” started in 2015, with a team that consisted of two behavioral psychologists, and the CEO of one of New England’s largest advertising agencies discussing the idea of a research project.  The research would find the best businesses in each consumer category within a certain geographic area and find a way to bring that information to those who are looking for it.   In 2016 the project began and was it was named “The Smartest People Know”.

Studies have shown that positive, credible (accurate) third-party endorsement exposure works fourteen times better than an advertisement, and that through our own heuristics and biases, we will often base our decisions on those of people who we consider smarter than us, (called the Authority Bias) especially when it’s in a category we aren’t an expert in, or don’t have the time or patience to do all the necessary research.

But that’s just the beginning.  To really be a credible authority (or the current favorite term “influencer”), you have to do the work first.  And that work is the research of reviews, ratings, and in-person interviews with the owners of these businesses who are being considered for recommendation.  Every business recommended by “The Smartest People Know” meets or exceeds a lengthy set of criteria. 

Businesses can’t pay us to be recommended.  We do the research first, and then reach out to businesses who qualify in their particular category.  And while there is a small fee for businesses to be included in the marketing, it’s just to cover the actual advertising that runs and the research necessary to make sure we’re recommending the right businesses.