What if, for once, we reversed the roles?
At Leger, we are used to asking questions, analyzing answers, and uncovering insights that inform decisions. With The Pollster Polled, we shift perspectives: we give the floor to those who are usually behind the surveys.
For this sixth installment of the series, we met with Lisa Covens, Public Relations and Communication. Lisa is a Senior Vice-President at Leger with more than 20 years of marketing research experience. She leads the Communications and Public Affairs practice in Toronto, working with government, PR agencies, corporations, associations, not-for-profits, financial institutions, and pharmaceutical companies.
Her expertise spans quantitative and qualitative research, with a strong focus on public affairs, media-focused research, advertising, public opinion, behaviours, and satisfaction measurement.
As Artificial Intelligence Continues to Evolve, What Does the Future Hold for Market Research and Polling?
AI is already changing the way we work. It helps us move faster, analyze more information, and uncover patterns that may not be immediately obvious. However, quality research always depends on quality researchers. At Leger, our people are and always will be our strength. Our work is still about asking the right questions, reaching the right people, interpreting the results carefully, and understanding the human context behind the data.
For market research and polling, the future will be a balance of innovation and trust. Innovation will drive us forward and our great team will maintain the quality and expertise Leger is known for. As AI makes information easier to generate, it will become even more important to know what information is reliable. Our clients need partners who can bring trust, transparency, and human intelligence to the process. That is where research firms have a critical role to play.
What Are You Most Proud of?
As I enter my 24th year, I am most proud of the people and the relationships I have built at Leger. We have an incredible team, and I feel very fortunate to work with colleagues who are smart, curious, fun, collaborative, and committed to delivering great work for our clients.
I also love having the opportunity to talk about Leger during speaking engagements. It gives me a chance to share the work we do, the quality of our LEO panel, our insights, and the expertise of our team. I’m fortunate to have access to a wealth of fresh, compelling data, which always gives me something timely and interesting to bring to the conversation. I am always proud to represent Leger and to speak about the impact our research has in helping organizations better understand people and make stronger decisions.
How Does Leger Help Its Clients Translate Insights Into Action?
At Leger, we listen carefully, ask good questions, and focus on giving clients insights they can use.
For our communications and public relations clients, that often means research that helps inform media releases, shed light on important issues, and bring credibility to conversations in the public sphere. It can also help support the launch of new products, tell a stronger story, or demonstrate how people feel about a topic, brand, or trend.
With The Pollster Polled, we will continue to spotlight the perspectives, expertise, and vision shaping the future of market research. Because behind every data point are people—and behind every great survey is a passionate team turning information into informed decisions.
