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Our Story

PDG Insights was founded by a seasoned retail sales and strategy professional who recognized that small businesses, emerging brands, and non-profits often struggle to access affordable market research and consumer insights. Our mission is to provide these organizations with the same high-quality methodologies used by Fortune 500 companies, empowering them to make informed decisions and grow their businesses.

We understand that budget constraints can be a challenge, so we help our clients prioritize their investments in insights and analytics to optimize their spending. We also offer complimentary access to the results from one topical research study each quarter and have a goal of allocating 10% of our profits to pro bono services for organizations with annual revenue under $1M by 2024.

At PDG Insights, we believe in democratizing data and leveling the playing field for all organizations, regardless of size or budget. Contact us to learn more about how we can help you build better sales stories and operational strategies.


I am Diana Leza Sheehan

With over 20 years of industry experience, I've had the privilege of working in various sales, strategy, and insights roles at top companies like ConAgra Foods, General Mills, Mintel, Ipsos, and Kantar. 

I'm passionate about developing strategic recommendations for brands and products across channels, industries, and even countries. From global multinational companies to small start-ups, I've had the pleasure of helping them with brand development, communications effectiveness, and go-to-market strategy. 

I have been cited in national and trade press, including The Wall Street Journal, Chicago Tribune, CNN, and NPR, and spoken at many industry events including ShopTalk and GroceryShop. 

As a proud working mom, I'm always juggling a lot! I'm raising three amazing kids, two dogs, and a cat with my partner of 20 years. When I'm not working or caring for my family, I enjoy volunteering with organizations focused on the Latino community and youth education.

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