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 the second installment of this series, we sat down with Tracey Berkenbush, Senior Vice President in our New York office. Tracey leads a team of researchers in the U.S. focused on clients in the CPG, health & wellness and travel sectors by providing her team with the support and guidance needed to be successful. Tracey acts as a strategic thought partner to clients. She enjoys designing custom research projects that cleanly address clients’ key objectives while managing client budgets, which sometimes requires a lot of creative thinking.
As Artificial Intelligence Continues to Evolve, What Does the Future Hold for Market Research and Polling?
Artificial intelligence is fundamentally reshaping how we operate—but not why we exist.
In the U.S. research market, speed and scale are increasingly expected. AI allows us to meet that demand without sacrificing what matters most: methodological integrity and insight quality. We use AI to streamline programming, automate quality checks, enhance analytics, and accelerate reporting—but the interpretation, the strategic framing, and the final recommendations remain deeply human.
Where I see the real future is in augmentation, not automation. AI helps us work smarter and faster, but it’s our researchers who ask the right questions, challenge assumptions, and translate findings into meaningful business decisions.
The differentiator won’t be who uses AI—it will be who uses it responsibly. At Leger, quality is not negotiable. AI enhances our deliverables; it does not dilute them. The firms that win in the next decade will be those that combine technological fluency with rigorous research discipline. That’s where we’re focused.
What Are You Most Proud Of?
I’m incredibly proud of the culture we’ve built within our U.S. research team.
We operate in a high-performance environment, but we do it with mutual respect and genuine collaboration.
Our team understands that quality isn’t a department—it’s a mindset. From study design through final presentation, we challenge each other to elevate the work.
I’m also proud that, despite growth and evolution, we haven’t lost the human element. Our researchers are empowered, trusted, and invested in our clients’ success. That ownership shows up in the work.
Personally, I value the people on my team. Their expertise, work ethic, and commitment to excellence are what allow us to consistently deliver at a high level. When you have engaged, capable professionals who care deeply about their craft, clients feel that difference. And that’s something worth being proud of.
How Does Leger Help Its Clients Translate Insights Into Action?
For us, insight delivery doesn’t end with a report—it begins with partnership.
We don’t position ourselves as a vendor; we act as an extension of our clients’ research teams. That means understanding their business context, internal pressures, KPIs, and decision timelines. It means designing studies that answer not just the research question, but the business question behind it.
Our strategic approach combines industry expertise with methodological strength. Whether it’s advanced analytics, shopper insights, or advertising testing, we’re focused on delivering outputs that drive confident decisions—not just interesting findings.
AI plays a supporting role here as well. It helps us surface patterns faster and explore data more deeply, but our value lies in interpretation, prioritization, and recommendation.
Actionable insight requires three things:
- Reliable data
- Analytical expertise
- Clear strategic direction
We bring all three. At the end of the day, clients don’t need more data. They need clarity. Our job is to provide it.
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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.
