About Us

As a locally owned, independent firm, we have been a trusted source of intelligence for Hawai'i's business, government, and nonprofit leaders for more than six decades.


SMS Hawai'i has been spotting trends, pinpointing issues, and unlocking insights for as long as Hawai'i has been a state.

Since day one, we've combined the industry's latest research and survey techniques with an insider's knowledge of Hawai'i to give clients a 360-degree view of the local issues that matter most. Our surveys get the real story on opinions and issues because we know how to talk to local people, and residents trust us with their views.

As a locally owned, independent firm, we have been a trusted source of intelligence for Hawaii's business, government, and nonprofit leaders for more than six decades. From land use and housing to health and wellbeing, to the Native Hawaiian community, our studies have guided some of the most important and sensitive decisions in our state's history.

In the business sphere, we provide industry-shaping research and insights in retail, tourism, shopping centers, banking, insurance, and other sectors.

Cyber security has never been more critical in today's global, digital environment. That's why we are leading the way with the most up-to-date security precautions to keep your data safe. We follow best practices for data integrity, security, and privacy, and we've partnered with the Cyber Readiness Institute of Hawaii to make sure we're staying current. We also carry cyber insurance.

In 2021, SMS started a new chapter with President and CEO Tim Carson at the helm. This new generation of island-born leadership is working hand-in-hand with the company's seasoned research and consulting team. Together, they combine the latest expertise with decades of experience to provide unparalleled insight into Hawai'i and the Indo-Pacific region.

Our Leadership Team

Tim Carson

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President & CEO, SMS Research
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15+ years of experience consulting in all aspects of the data lifecycle in diverse industries including higher education, software, banking, and insurance. Carson held leadership roles with companies including SAI Global, RSA Archer, and IBM, where he leveraged his expertise in data strategy, governance, privacy, and security to protect Fortune 500 companies.

Before joining the private sector, he worked on Capitol Hill as a Congressional staffer in the offices of U.S. Rep. Patsy Mink and U.S. Rep. Ed Case. Carson has a Bachelor’s degree from the University of Oregon in International Studies and is a graduate of Punahou School (’96).

Faith Sereno Rex

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President, SMS Hawai'i Consulting, and Executive Vice President, SMS Research
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An expert in strategic business planning, marketing planning, evaluation, and implementation, Faith Rex has been an integral part of the SMS Hawai'i leadership team for more than 25 years.

As head of SMS Hawai'i Consulting, a Native Hawaiian- and a woman-owned wholly-owned subsidiary of SMS, Faith works closely with clients to create strategic plans grounded in quantitative market analyses and outcomes-oriented evaluations. She also provides strategies and tactics to help clients better use their customer, donor, and sales databases, to target potential customers and improve customer retention.

Faith has deep experience in business and finance, including holding executive and leadership roles at Honfed/Bank of America and Bank of Hawai'i before joining SMS Research.

A graduate of Carleton College, Faith holds an MBA in Marketing and Finance from Northwestern University.

Daniel Nāho‘opi‘i

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Executive Vice President, SMS Research
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Daniel Nāho'opi'i has more than 25 years of experience in marketing research and evaluations. While he's led research projects across a wide variety of sectors, he has particular expertise in the visitor industry. Daniel served as director of tourism research at the Hawai'i Tourism Authority for more than a decade and is the current board chair of the International Travel and Tourism Research Association.

A graduate of Kamehameha Schools and Northwestern University, Daniel received his MBA from the University of Hawai'i. He was chosen for Pacific Business News' "Forty under 40," named a Pacific Century Fellow, and and he received a certificate from the First Nations’ Futures Institute at Stanford University.

Outside of work, Daniel is recognized as a ho'opa'a with Hālau Nā Kamalei O Līlīheihua, completing his traditional ʻūniki rites with Kumu Hula Robert Cazimero.

Anna Pacheco

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Vice President, SMS Research
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An expert project manager with a talent for developing practical data applications, Anna Pacheco works hand-in-hand with clients to help them implement data-driven solutions.

Anna has extensive experience with network building, facilitation, and strategic planning, and as a convening partner in the sector partnerships initiative with the Chamber of Commerce Hawai'i, is guiding workforce development programs statewide.

Anna brings expertise in the areas of economic development, educational and community partnerships, and housing and homelessness, as well as providing a range of support for various nonprofit organizations.

Before joining SMS, Anna worked at Pine Street Inn, Boston's largest homeless shelter, cultivating grant and individual giving strategies. She previously served as office manager for a representative at the Hawai'i State Legislature, where she helped research and develop policy initiatives.

She possesses a master's degree in comparative policy and a bachelor's degree in history.

Jeff May

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Vice President, SMS Research
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A research expert with more than 15 years of experience collecting and analyzing quantitative and qualitative data, Jeff May excels at distilling raw information into meaningful insight. Other areas of expertise include program evaluation.

Jeff previously worked for SMS Hawai'i from 2009 to 2015, before leaving to spend time on the mainland. During his time away, his roles included analyzing health survey data for the Alaska Tobacco Prevention and Control Program. He returned to SMS Hawai'i in 2022.

Before joining the private sector, Jeff taught political science at the University of Hawai'i, Mānoa. He also served as an aide at the Hawai'i State Legislature.

Jeff holds a master's degree in political science from the University of Houston and a bachelor's degree from Texas A&M University.

Hersh Singer

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Senior Advisor, SMS Research
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Mr. Singer graduated from McGill University in Montreal, Canada, with majors in Marketing and International Business, and then joined Colgate Palmolive Limited. Mr. Singer started in the Product Management department of Colgate Palmolive Canada. He was then promoted to Vice President of Marketing Colgate Palmolive Brazil. For the next six years, Mr. Singer held positions as Vice President of Marketing International, Managing Director of Germany, and President and Managing Director of the English Colgate subsidiary, Helena Rubenstein. The ten years of line management experience at Colgate Palmolive provided Mr. Singer with a strong base of management and administrative skills and a broad range of strategic planning and implementation.

In 1979, Mr. Singer moved to Hawai‘i to raise a family and utilize his experience in the local market. In 1981 he entered the market research and consulting business and was Chairman of SMS since 1986, retiring in late 2021.

Mr. Singer’s experience nationally, internationally, and locally has encompassed all management and planning areas. He brings extensive strategic planning experience from the national and international markets and his work in Hawai‘i with organizations such as Duty Free Shoppers, Bishop Museum, Campbell Estate, Alexander & Baldwin, Castle & Cooke AIG, Castle Medical Center, and many others.

Contact Us

Have a question for us? Let us know how we can help. Get in touch with us directly at (808) 537-3356 or by email below.


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SMS Hawai’i
Pauahi Tower
1003 Bishop Street, Suite 650
Honolulu, HI 96813
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