MEET US

Susan Petoyan Founder

The driving force behind the company is Susan. Susan is an insight-driven business strategist who helps clients make more successful business decisions and create positive impact – through better understanding of their target customers.

For nearly 20 years, Susan has partnered with Fortune 500 clients in various industries, both from within and outside their organizations, to make a positive difference in their bottom line with research and insights.

Her passion for understanding people - people in business and people on the street - and making a meaningful difference, is the reason why she founded Imagine If Research & Insights.  

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OUR TEAM

The Imagine If team is a diverse group of research and insights experts, with years of both client and agency experience and a distinct penchant for innovation and impact.

Vince Research Generalist

Alex Research Ops Specialist

MY SPECIALTY I develop ways (quant, qual, & mixed) for clients to understand their customers and their needs.

WHY RESEARCH? I'm fascinated by the fact that everyone sees the world differently.

YEARS IN RESEARCH 25.

SUPERPOWERS I tailor my presentation style to different audiences, but I've been told I speak "creative" very well.

FAVE APP OR SITE Pandora & Netflix.

TECH ADDICTION TiVo.

VACATION MEMORY Vacation with friends from all corners of the world without cellphones, and focused 100% on quality time!

HOBBIES I love tennis! And urban life: restaurants, neighborhoods, people and culture.

GUILTY PLEASURE YouTube junkie.

MY SPECIALTY I do all kinds of research, especially in entertainment, auto, packaged foods, beverages, soap, and even dental floss.

WHY RESEARCH? Four words: million dollar business decisions.

YEARS IN RESEARCH 17.

SUPERPOWERS The ability to turn numbers into words.

FUNNY STORY... The MR firm I worked at produced a 50-page gold-embossed booklet that we sent out to all of our clients to show them our "Excellence in Research." However, "research" was misspelled on the cover. Nobody proofed it.

FAVE APP OR SITE ScoreMobile and TuneIn Radio.

TECH ADDICTION My PS3 and iPhone.

VACATION MEMORY Monaco and the French Riviera.

HOBBIES Activities involving the word "play," including the guitar and piano. Plus, a big trivia enthusiast!

GUILTY PLEASURE Beer, glorious beer.

Vashte Qual Researcher/Designer

Debra Data Scientist

MY SPECIALTY Is not specializing. I have a weird background that includes art, mechanical engineering, knitwear design, qual and quant research, tattoo art, music, and coding. It's a toolbox full of fun things I can pick from to apply to most any project.

WHY RESEARCH? I'm pretty evenly left- and right-brained. Research is essentially where problem-solving meets communication, and that lights up both hemispheres.

YEARS IN RESEARCH 9.

SUPERPOWERS I'm a Level 99 Google-fu blackbelt. What are you looking for — found it.

FUNNY STORY... I got my start in market research as a respondent. The moderator and I hit it off, and I joined his team a few weeks later. I really didn't want to go to that focus group that evening, but I'm glad I did!

FAVE APP OR SITE Spotify. Premium, of course. And turned up to 11.

TECH ADDICTION Day-to-day, it's the small family of Apple products that sleep with me every night. This weekend, however, it'll be the SNES I picked up at a thrift shop.

VACATION MEMORY Hanging out with dozens of tame shika deer while walking around Itsukushima, the Shrine Island in Japan.

GUILTY PLEASURE Red Swedish Fish. They're on my focus group facility rider for forever.

MY SPECIALTY I provide the science behind things: strategic pricing, segmentation, choice modeling, etc.

WHY RESEARCH? I get to play data detective and learn something new with EVERY project!

YEARS IN RESEARCH 20+.

SUPERPOWERS Advanced analytic techniques. Oh, and ability to whiz around immense data sets like nobody's business.

FUNNY STORY... A client once confessed to me: “If you can’t dazzle them with brilliance, baffle them with bull s**t." Hardest time pulling a poker face!

FAVE APP OR SITE I could not live without Google.

TECH ADDICTION My camera. I take it with me everywhere, because there is always a picture to take.

VACATION MEMORY Imagine this: Culinary tourism trip. Italy. Medieval town of San Gimgnano. 1000-year-old inn. Run by professional chef couple. Dinners inspired by 14th century cuisine. Ahhh. I want to go back.

HOBBIES Amateur genealogist here! Plus, photography: currently working on a special project where I take one photo a day for a year.

Blaed Ideation Specialist/Writer

Diana Graphics Whiz

MY SPECIALTY I'm a master ideator, seasoned writer, and gifted problem-solver who brings 12 years of experience in the entire creative process.

WHY RESEARCH? I'm a creative catalyst who thrives at the convergence of tradition and innovation, where new inspiration, ideas, and technologies fuse with the magic of storytelling.

YEARS IN RESEARCH 12.

SUPERPOWERS I can type aallllmost as fast as people can talk — with crazy accuracy. And I'm a creative secret-weapon who's passionate about story.

FUNNY STORY... We were conducting dyad interviews with kids as part of a play-pattern gender study. At one point, one of the kids wandered over to the two-way mirror (not realizing it was two-way) and began hamming it up — making faces, exploring different characters, locking her lips with the glass, and blowing up her cheeks like a blow-fish. It was a little-kid, one-girl comedy show. Behind the glass, we died!

FAVE APP OR SITE Pandora and Netflix, in that order. Plus ambientsleepingpill.com.

TECH ADDICTION Roku, Rotel, iPhone.

VACATION MEMORY My honeymoon in Hana (on the gorgeous isle of Maui), which basically took the entire time I'd spent living on Oahu, and blew it out of the water.

HOBBIES I love anything that involves movement, and being deep in nature: outdoor all-night raves, wilderness backpacking, running, fight training, to name a few.

GUILTY PLEASURE Cocktails. Grey's Anatomy. Glazed buttermilk donuts. And Twitter binging.

MY SPECIALTY I design presentations, infographics, etc. by weaving research information into a beautiful tapestry of stories.

WHY RESEARCH? I don’t DO the research. My part's more fun: visualizing what the research discovers.

YEARS IN RESEARCH I'm the newbie in the team, 3 years and counting.

SUPERPOWERS I have the ability to work hours on end without getting hungry. I’m the Jack Bauer of the design world.

FAVE APP OR SITE I am addicted to this gaming app called Triple Town.

TECH ADDICTION My Wacom Cintiq 24HD that a client gifted me — it's a LIFE SAVER!

VACATION MEMORY The moment I realized that the crows in Japan really do say the Japanese word for idiot (sounds like “aho”). I always thought that was something they only did in anime.

HOBBIES I’m usually designing 24/7, but when I’m actually free I do enjoy geeking out over space and history.

GUILTY PLEASURE I love ice cream for breakfast.

Aleen Legal Counsel

MY SPECIALTY As a lawyer, I focus on corporate transactional work and litgation, but also love creative writing, non-profit volunteer work, and European chocolate!

WHY RESEARCH? I actually love taking surveys. After learning more about this industry, I discovered that it is the only way to really, truly, objectively get into people’s heads.

YEARS IN RESEARCH 10. I’m practically a dinosaur.

SUPERPOWERS As a little girl, my mom taught me two valuable life skills which have gotten me quite far in life: 1) always show up; and 2) finish things before they are due. They’ve made me efficient and effective.

FAVE APP OR SITE I’m OBSESSED with Pinterest.

TECH ADDICTION Simply said, my iPhone. Years ago, when I got my first smart phone, my first thought was, “I’ll never be bored again.”

VACATION MEMORY If I had to narrow it down to just one, it would be landing in Paris, taking a taxi to the city, meeting my bestie at our hotel, taking the metro to the Eiffel Tower, and immediately posting a selfie (or an “usie”) on Facebook, in front of the Eiffel Tower with the caption that said: “We’re in Paris, B*tches!!”

HOBBIES I write, shop, work out, and spend time with my friends.

GUILTY PLEASURE Chocolate. The darker, the better.

INDUSTRY EXPERIENCE

The Imagine If team’s rich experience spans a variety of industries. You’ll sense our undeniable eagerness to bring fresh perspective to these categories, and learn about new ones — quickly.

MEDIA & ENTERTAINMENT

CRM/LOYALTY

NON-PROFIT

TECHNOLOGY

RETAIL

RESTAURANT/QUICK SERVE/FAST FOOD

DIGITAL

MULTICULTURAL

APPAREL

CPG

FOOD & BEVERAGE

SHIPPING & TRANSPORTATION

B2B

HOME IMPROVEMENT

FINANCIAL SERVICES

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