Susan Petoyan

Susan is a 20-year insight-driven business strategist and CEO/founder of Imagine If Research & Insights. She helps Fortune 100 and 500 clients from various industries make better business decisions and create positive impact through a better understanding of their target customers. Susan combines client-and supplier-side experience and a deep passion for democratizing business decisions by bridging C-suite with consumers in new, authentic, and compelling ways. Her passion for understanding and inspiring people (both consumers and business partners), and making a meaningful difference, is the catalyst for Imagine If. Before Imagine If, Susan was VP of Strategy Research & 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 intrepreneurial 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. Before Disney Susan spent a year on the agency side as a trusted, senior level advisor to clients like GE, Disney, Levi Strauss, Nestle, FedEx, Macy's, AT&T, Lowe's, Avery Dennison, Jack in the Box and others. Focused on new product development, pricing strategy, brand, communication, she led the A-to-Z of the research-and-insights journey based on her strong foundation of sophisticated study design, survey methodologies, advanced analytics, and storytelling.