All About Impact

Measuring Impact For Research & Insights

With incredible tech advancements and constant change, the explosion of data has dramatically changed business decision making. Yet, all brands and organizations aspire to while data-centricity, creating a real, lasting impact with research data has become more complicated in many ways.
In this episode of All About Impact, host Susan Petoyan, CEO of Imagine If, hosted LeTisha Shaw, Head of E-commerce at UserTesting to discuss data-inspired strategies that propel brands forward. With over 15 years of experience, including at well-known brands like Disney and Evernote, LeTisha shares invaluable insights in both the technical challenges of collecting and analyzing data at scale, as well as the organizational dynamics of stakeholder buy-in and socialization.
From practical tips for stakeholder buy-in, enhancing team skills, and proving ROI, Susan and LeTisha explore the struggles in engineering impact, demonstrating value or measuring ultimate ROI. This episode is packed with insights and advice gleaned from many successes and failures in different industries and types of organizations – all for your learning!
Ready to become an “Impact Champion”? 
Click the link above to listen to this thought-provoking full episode now!

The Right Equation For Impact With Research & Insights

With rapid technological advancements and constant change, it's no surprise that topics like GenAI and synthetic data dominate discussions in the research and insights industry. Yet, while these trends are urgent, the deeper conversation about making a real, lasting impact with research remains an aspiration for many. 
In this episode of All About Impact, host Susan Petoyan, CEO of Imagine If, sits down with Febronia Ruocco, a multilingual strategic insights and analytics executive, with over 20 years of experience across some of the world's biggest and best CPG brands. Together, they break down the often-elusive formula for creating measurable, lasting change through research and insights. 
From improving the consumer experience to shaping marketing strategies and fostering a data-driven decision-making culture, Susan and Febronia explore the core elements that drive true impact. They also tackle the critical challenges of navigating organizational politics, building trust, and developing the soft skills that empower insights leaders to be agents of change. Febronia’s unique perspective as an Executive Coach adds an invaluable layer to this conversation. 
  
Ready to become an “Impact Champion”?  
Tune in now and learn how market research can elevate your startup to new heights! 

Impact With User Data & Insights In Early Stage Tech Startups

In the fast-paced world of early stage tech startups, is there room for slowing down to truly listen to your users? With pressure to iterate quickly, many founders overlook the power of market research and data insights. But missing this opportunity can cost companies much more in terms of valuable resources over time. 
In this episode of All About Impact, host Susan Petoyan, CEO of Imagine If sits down with Vach Hovsepyan, Co-Founder and COO of CurbWaste, a tech executive with deep experience in building vertical SaaS companies. Together, they explore the challenging balance between fast-paced product development and the long-term benefits of understanding your users at a deeper level. 
Learn how early stage startups can leverage market research and insights to make smarter decisions, reduce wasted efforts, and drive sustained growth. Discover practical strategies for using market, category and consumer insights with smart, tried-and-true methods (in addition to user personas, UX research), to inform key product development choices and avoid common pitfalls of fast iteration. 
Ready to become an "Impact Champion"? Tune in now to discover how market research can transform your startup’s success near term! 

Skills & Expertise To Create Positive Impact With Research & Insights

Discover the secrets to driving real impact with data, research and insights for brands, organizations, consumers and the broader world, in our latest episode of "All About Impact." Join host Susan Petoyan, Imagine If's CEO, and Karen Morgan, President of Morgan Search International, a leading talent specialist for many exciting industries, including Consumer Insights, Analytics, Innovation, UX Research, Strategy & Design. This episode of our podcast is a little different, because it focuses on the talent, skills and career planning it takes to become an impactful data and insights professional. 
 Want the fastest career track to be the most impactful researcher in the room? Sure!  So what skills should you develop? How should you manage your career progression? How should you maintain curiosity and passion over time? In this episode, you get to discover the importance of soft skills like communication, storytelling, and influencing beyond just your technical skills in data, research and analysis. Learn about characteristics that differentiate those who will thrive in their careers as impactful, influential researchers. This is the episode to learn about influential researcher skills that get you hired and, on your way, to driving real change and positive impact. 
  
Ready to be an “Impact Champion” yourself?   
Click the link above to listen to this thought-provoking full episode now!  

Shaping Marketing Culture With Research & Insights

Discover the secrets to driving real impact with data, research and insights for brands, organizations, consumers and the broader world, in our latest episode of "All About Impact."  Join host Susan Petoyan, Imagine If's CEO, and Sandy Barger, Partner & CMO, at Chief Outsiders, a dynamic and innovative marketing executive with over 30 years of experience in developing go-to-market and brand strategies in industries such as media, entertainment, technology and consumer products. Susan and Sandy were former Disney colleagues, where Sandy held the role of Vice President of Global Marketing, and led marketing efforts across multiple business units, regions and platforms. Susan, VP of Insights & Strategy was her internal research partner. 
 Take note of all the strategic, practical tactics, steps, tips and tricks for driving impact discussed in this episode. Discover how research and insights shape corporate culture and drive business success, which is no small task. Learn how leadership’s empathy for customers is critical to making decisions grounded in customer needs rather than just vanity metrics. 
  
Ready to be an “Impact Champion” yourself?   
Connect with us at imagineifinsights.com 

Mastering The Tactical Art of UX Research For Strategic Business Impact

Discover the secrets to driving real impact with UX Research in our latest episode of "All About Impact." 
 
Join host Susan Petoyan, Imagine If's CEO and Lola Groppi, Senior UX Researcher at VMware, as they discuss a myriad of tactics for creating impactful UX research teams and experiences like an octopus! 
 
Take note of all the smart, practical tactics, steps, tips and tricks covered here. Discover how to integrate and aligning your UX researcher ambitions with that of your internal stakeholders – be it design, product, or product marketing. Learn how to not only be relevant, but directly influential and supportive of all parts of the organization – how to master the art of being a therapist, flight attendant and researcher all in one!
 
Ready to be an “Impact Champion” yourself?  
Connect with us at imagineifinsights.com 

Give And Take Of Impact With Consumer Insights

Discover the secrets to driving real impact and transforming your organization with data and insights in our latest episode of "All About Impact."    
Join host Susan Petoyan, Imagine If's CEO, and Jordan Cusner, Head of Guest Insights for North America, QSR, as they discuss the strategies and tactics for driving strategic action and impact with consumer and guest insights   Explore the critical nuances of driving impact with corporate insights, from navigating the challenges of justifying strategic spend to building trust through small-scale projects. Discover how aligning leadership conviction with the inherent respect for insights in consumer-centric cultures can be the key to overcoming obstacles and achieving lasting impact in the rapidly evolving landscape of business consulting. 
  
Ready to be an “Impact Champion” yourself?   
Connect with us at imagineifinsights.com 

Unlocking Research And Insights Impact- The Change Management Lens

Discover the secrets to driving real impact and transforming your organization with data and insights in our latest episode of "All About Impact."    
Join host Susan Petoyan, Imagine If's CEO, and Ani Ziyalyan, VP, Org. Change Management & UX Research, First American Title  as they unlock impactful change by delving into the complexities of driving transformation by addressing barriers, leveraging industry dynamics and implementing strategic change management.  Unlock the secrets to effective change management as we explore the limitations of relying solely on data, dissect complex barriers to change, and reveal how influential sponsorship, clear vision, and a focus on hearts and minds are key drivers of successful transformation across diverse industries. 
 
Ready to be an “Impact Champion” yourself?  
Connect with us at imagineifinsights.com 

Wisdom, Courage, & Politics In Driving Impact With Research

Discover what it takes to define and drive impact with research, especially in complex categories and creative businesses such as the film and entertainment, in our latest episode of "All About Impact."
 
Join host Susan Petoyan, Imagine If's CEO, and Naveena Samuel, Vice President, Creative Strategy & Research at Sony Pictures Entertainment, as they engage in an insights-packed discussion on the wisdom and courage it takes to drive impact. Add in a little dose of discussion about corporate politics and research impact too!
 
Learn how to mix your research expertise and stakeholder navigation skills to intelligently and effectively deliver the market truth that moves the needle in creative categories.
 
Ready to be an “Impact Champion” yourself?
Connect with us at imagineifinsights.com 

Achieving Strategic Impact With UX Research

Discover what strategies and tactics drive strategic action and impact with UX research. All that goes into orchestrating and conducting UX research that has real, lasting, strategic impact on business bottom line, experiences built by companies and their customers, in our latest episode of "All About Impact."   
 
Join host Susan Petoyan, Imagine If's CEO, and Marine Palamutyan, Manager of UX Research for the Core Application Experiences and Product Lead Growth at DocuSign, as they get to the core of an insightful discussion on the impact of understanding customer needs to make smarter business decisions.   
 
Learn how to connect stakeholders and customers across various areas to effectively build trust and support for impactful research and compelling stories.  
 
Ready to be an “Impact Champion” yourself?
Connect with us at imagineifinsights.com