Tuned Out: Featuring Diana Leza Sheehan – Principal & CEO, PDG Insights

In this episode of Tuned Out, host Dana Keilman, Co-Founder & CEO of Morning Light Strategy, welcomes Diana Leza Sheehan, Principal & CEO of PDG Insights, for a candid, culturally rich conversation about the evolving role of Latino families—particularly older adults—in shaping retail decisions.

Diana draws on 20+ years of experience across General Mills, Mintel, Nielsen, Ipsos, and Kantar to share insights from the front lines of consumer behavior. Now leading PDG Insights, she works with emerging and mission-driven brands to make high-impact research more affordable and inclusive—helping teams unlock growth by connecting authentically with communities that are too often overlooked.

What You’ll Learn:

• What the “Hispanic paradox” reveals about longevity, family, and cultural resilience
• How caregiving is circular in Latino homes—impacting who shops, what gets bought, and why
• Why simply adding Spanish to packaging isn’t enough—and how true authenticity builds trust
• How household economics and multigenerational needs influence shopping habits
• The power of rituals, flavor, and familiarity in cross-generational product choices
• How retailers like H‑E‑B and Sprouts connect with Latino values through assortment and experience
• Opportunities for marketers to engage through family-centric messaging and shared celebrations

About Diana Leza Sheehan & PDG Insights
PDG Insights helps brands of all sizes tap into affordable, culturally grounded research to better understand and serve today’s diverse shoppers. Led by veteran insights strategist Diana Leza Sheehan, the firm focuses on helping emerging and purpose-led brands uncover actionable data, craft compelling retail stories, and connect authentically with Latino, African-American, and women-led communities.

Learn More @ pdginsights.com

About Dana Keilman & Morning Light Strategy
Dana Keilman is a seasoned innovation strategist and the Co-Founder and CEO of Morning Light Strategy. For more than 25 years, she has helped Fortune 500 companies and emerging brands design and launch products and experiences that resonate with real people—by starting with a deep understanding of what they truly need and want.

At Morning Light Strategy, Dana leads a consultancy focused on helping retailers and consumer brands grow by better serving adults aged 50+ and their caregivers. Through bespoke research and actionable insights, she helps teams make smarter decisions about product development, messaging, and customer experience.

Whether you’re looking to improve your in-store performance or deepen your relevance with aging consumers, Dana brings the clarity, empathy, and strategy needed to build for the future—starting with the people who are already shaping it.

Learn more @ morninglightstrategy.com

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