Each year, the Worldwide Independent Network of Market Research (WIN International), which Leger is a founding member of, conducts the WIN World Survey, which explores perspectives about gender equality, violence, and sexual harassment.
From October 21 to December 15, 2020, over 26,000 people from 34 countries responded to the survey. Leger was responsible for data collection in Canada.
Qualitative research has always stood out for its ability to reveal what numbers alone cannot: the nuance, context, and deeper meaning behind people’s answers. At the same time, it has long been constrained by a familiar limitation: time. So what becomes possible...
For years, the customer journey followed a simple funnel: a need emerged, research began, options were compared and a decision was made. Brands understood where they fit in that process and which levers mattered most at each stage. That framework no longer holds up...
This year, new Canadian front-of-pack (FOP) nutrition symbols are beginning to appear on grocery shelves, calling out products high in sugar, sodium, or saturated fat. For shoppers, that small black-and-white symbol is hard to ignore. For manufacturers,...
By Susan Sanei-Stamp Canadian financial institutions invest real money and real talent in telling Canadians who they are: through purpose statements, brand platforms, and promises about what it feels like to bank with them. Those are the commitments customers will...
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