About
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.
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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.
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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.
Hello!
I am Diana Leza Sheehan
Principal and Founder of PDG Insights and recently named Top Retail Expert of 2026 by RETHINK Retail.
I started PDG in 2023 so I could focus on helping emerging & insurgent brands, start-ups, non-profits, and independent retailers develop breakthrough branding and marketing strategies that provide consumers with better products and experiences. After 20 years working in sales and insights roles for top companies including ConAgra Foods, General Mills, Mintel, Ipsos and Kantar--I was more than ready to make change.
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One area that is particularly important to ongoing work at PDG includes our U.S. Diverse Consumer Pulse study, which we started in 2023 and helps us achieve BIC insights related to diverse U.S. consumer segments and in particular the U.S. Latino consumer. Being of Latino heritage--this is an area I’m especially passionate about and have had the privilege of consulting on with numerous media and trade outlets including Amazon, the Wall Street Journal, Chicago Tribune and NPR, on this topic.
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When I’m not geeking out delivering world-class insights for my clients, I'm raising three amazing kids, two dogs, and a cat with my partner of 20 years. I enjoy volunteering with organizations focused on the local Latino community and youth education.
