Susan Petoyan Founder

Susan is an insight-driven business strategist who helps clients make better business decisions — and create positive impact — through a better understanding of their target customers.

For nearly 20 years, Susan has partnered with Fortune 100 and 500 clients in various industries, both as an internal and external resource. Susan democratizes insights by bridging decision-makers with consumers in new, authentic, and powerful ways that translate insights and opportunities across all perspectives and borders.

Her passion for understanding and inspiring people (both consumers and business partners), and making a meaningful difference, is her catalyst for founding Imagine If Research & Insights.

Prior to founding Imagine If, Susan was Vice President of Strategy Research and Insights at the Walt Disney Company, where she established a new custom research practice and introduced one-of-a-kind methods, advanced analytics, global research, and consumer co-creation communities. As a result, she fundamentally evolved corporate culture by bringing the voice of the consumer to the decision-making table. Her passionate intrapreneurial focus on longer term growth and business strategies inspired fellow executives in marketing, tech, product development, creative, CRM, etc. and fueled the success of various profitable products and brands.

For the decade prior to Disney, Susan was Group Research Director at Lieberman Research Worldwide and served as a trusted advisor to GE, Disney, Levi Strauss, Nestle, FedEx, Macy’s, AT&T, Lowe’s, Avery Dennison, Jack in the Box, and Del Monte through strategic research on product development, pricing, brand, and marketing communication. As the head of a top-performing team, Susan led the A-to-Z of the research-and-insights journey based on her strong foundation of complex study design, survey methodologies, advanced analytics, and storytelling.


WHY RESEARCH? I love analyzing challenging problems, discovering answers, inspiring others, and making a real difference.

YEARS IN RESEARCH 20 human years. 140 dog years.

SUPERPOWERS I can always imagine a solution! An answer! An exit! I'm also weirdly comfortable switching back and forth between numbers and words, as well as multiple languages.

FUNNY STORY... Imagine the back room of a serious focus group with B2B tech execs. The moderator had been rocking back and forth in his chair for most of the session. And, well, all of a sudden, he pushed his weight too far back and fell off the chair — backwards! Everyone exploded in laughter on both sides of the two-way mirror, of course, except for the mortified moderator, who got up, straightened his shirt, then sat back down as if nothing had happened.

FAVE APP OR SITE I'm obsessed with Google, Mindnote, Netflix, and

TECH ADDICTION I can’t imagine life without my iPhone.

VACATION MEMORY Breaking my ankle by the Fontana di Trevi in Roma – on the first day of what was supposed to be a 3-week vacation.

HOBBIES Travel, culinary arts, great vino, and entertaining family and friends. I also love heights, as in hot-air ballooning and skydiving.

GUILTY PLEASURE 80%+ dark chocolate, and following makeup artists on Instagram.