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.