[et_pb_section fb_built=”1″ _builder_version=”4.27.5″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
What if, for once, we reversed the roles?<\/p>\n
At Leger, we are used to asking questions, analyzing answers, and uncovering insights that inform decisions. With The Pollster Polled<\/em>, we shift perspectives: we give the floor to those who are usually behind the surveys.<\/p>\n 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\u2019 key objectives while managing client budgets, which sometimes requires a lot of creative thinking.<\/span><\/p>\n Artificial intelligence is fundamentally reshaping how we operate\u2014but not why we exist.<\/span><\/p>\n 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\u2014but the interpretation, the strategic framing, and the final recommendations remain deeply human.<\/span>\u00a0<\/span><\/p>\n Where I see the real future is in augmentation, not automation. AI helps us work smarter and faster, but it\u2019s our researchers who ask the right questions, challenge assumptions, and translate findings into meaningful business decisions.<\/span>\u00a0<\/span><\/p>\n The differentiator won\u2019t be who uses AI\u2014it 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\u2019s where we\u2019re focused.<\/span>\u00a0<\/span><\/span><\/p>\n I\u2019m\u00a0incredibly\u00a0proud\u00a0of the culture\u00a0we\u2019ve\u00a0built\u00a0within\u00a0our\u00a0U.S.\u00a0research\u00a0team.<\/span>\u00a0<\/span><\/p>\n We\u00a0operate\u00a0in\u00a0a\u00a0high-performance\u00a0environment, but\u00a0we\u00a0do\u00a0it\u00a0with\u00a0mutual\u00a0respect and\u00a0genuine\u00a0collaboration. <\/span><\/p>\n Our team understands that quality isn\u2019t a department\u2014it\u2019s a mindset. From study design through final presentation, we challenge each other to elevate the work.<\/span>\u00a0<\/span><\/p>\n I\u2019m also proud that, despite growth and evolution, we haven\u2019t lost the human element. Our researchers are empowered, trusted, and invested in our clients\u2019 success. That ownership shows up in the work.<\/span>\u00a0<\/span><\/p>\n Personally, I value the people on\u00a0my\u00a0team.\u00a0Their\u00a0expertise,\u00a0work\u00a0ethic, and\u00a0commitment\u00a0to excellence are\u00a0what\u00a0allow\u00a0us to\u00a0consistently\u00a0deliver\u00a0at a high\u00a0level.\u00a0When\u00a0you\u00a0have\u00a0engaged, capable\u00a0professionals\u00a0who\u00a0care\u00a0deeply\u00a0about\u00a0their\u00a0craft, clients\u00a0feel\u00a0that\u00a0difference. And\u00a0that\u2019s\u00a0something\u00a0worth\u00a0being\u00a0proud\u00a0of.<\/span>\u00a0<\/span><\/p>\n For us, insight delivery doesn\u2019t end with a report\u2014it begins with partnership.<\/span>\u00a0<\/span><\/p>\n We don\u2019t position ourselves as a vendor; we act as an extension of our clients\u2019 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.<\/span><\/p>\n Our strategic approach combines industry expertise with methodological strength. Whether it\u2019s advanced analytics, shopper insights, or advertising testing, we\u2019re focused on delivering outputs that drive confident decisions\u2014not just interesting findings.<\/span>\u00a0<\/span><\/p>\n AI\u00a0plays\u00a0a\u00a0supporting\u00a0role\u00a0here\u00a0as\u00a0well. It\u00a0helps\u00a0us surface patterns\u00a0faster\u00a0and explore data more\u00a0deeply, but\u00a0our\u00a0value lies in\u00a0interpretation,\u00a0prioritization, and\u00a0recommendation.<\/span>\u00a0<\/span><\/p>\n Actionable\u00a0insight\u00a0requires\u00a0three\u00a0things:<\/span>\u00a0<\/span><\/p>\n We\u00a0bring\u00a0all\u00a0three. At the end of the\u00a0day, clients\u00a0don\u2019t\u00a0need\u00a0more data.\u00a0They\u00a0need\u00a0clarity. Our job\u00a0is\u00a0to\u00a0provide\u00a0it.<\/span>\u00a0<\/span><\/p>\n \u2014<\/p>\n <\/span><\/p>\n With The Pollster Polled<\/em>, we will continue to spotlight the perspectives, expertise, and vision shaping the future of market research. Because behind every data point are people\u2014and behind every great survey is a passionate team turning information into informed decisions.<\/p>\n \n [\/et_pb_text][et_pb_button button_text=”Contact us” module_class=”hs-cta-trigger-button hs-cta-trigger-button-152654486603″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" 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\u2019 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\u2014but 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 […]<\/p>\n","protected":false},"author":10,"featured_media":28052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[875],"post_language_cat":[],"class_list":["post-28051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","tag-pollster-polled"],"acf":[],"yoast_head":"\nAs Artificial Intelligence Continues to Evolve, What Does the Future Hold for Market Research and Polling?<\/strong><\/h2>\n
What Are You Most Proud Of?<\/strong><\/h2>\n
How Does Leger Help Its Clients Translate Insights Into Action?<\/strong><\/h2>\n
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