Diana Leza Sheehan

Evanston

Founder

Diana Leza Sheehan, founder of Evanston, Illinois-based PDG Insights, empowers emerging brands and retailers to make more effective strategic decisions. By leveraging data, she unlocks cost-effective consumer insights to craft retail sales narratives and brand strategies. With 20-plus years in the industry working across sales, insights and strategy at companies like General Mills, Mintel, Nielsen, and Kantar, she has a unique perspective that integrates retail execution and consumer insights. Diana has been cited in national and trade press, including The Wall Street Journal, Chicago Tribune, CNN, and NPR, and spoken at many industry events including ShopTalk and GroceryShop.