Diana Leza Sheehan

Founder and CEO

PDG Insights

Diana Leza Sheehan is the founder of Evanston, Illinois-based PDG Insights, where she helps emerging brands and retailers make smarter, more strategic decisions through culturally grounded, insight-led approaches. She specializes in unlocking cost-effective consumer insights that translate into compelling retail narratives and actionable brand strategies. With more than 20 years of experience across sales, insights, and strategy at General Mills, Mintel, Nielsen, and Kantar, Diana brings a unique ability to connect consumer behavior with retail execution. Named a 2026 RETHINK Retail Top Retail Expert, she is a recognized thought leader in multicultural and retail strategy. Her expertise has been featured in The Wall Street Journal, CNN, NPR, and the Chicago Tribune, and she is has spoken at leading industry events including ShopTalk and GroceryShop.