Jean-Marc Léger


Jean-Marc is an economist who founded Leger in 1986 with his father, Marcel Léger.

Under his leadership, the company has become the largest Canadian-owned market research and analytics company, with more than 600 employees in its eight offices in Canada (Montreal, Quebec City, Toronto, Winnipeg, Edmonton, Calgary and Vancouver) and the United States (New York). In recent years, the company has made a major technological shift with more than a dozen acquisitions (including Ressac, a digital agency), the creation of the Leger Analytics (LEA) division and the development of the largest proprietary panel in Canada, Leger Opinion (LEO).

Jean-Marc also founded WIN (the Worldwide Independent Network), which includes the largest independent survey and market research firms in 75 countries. He was the president of WIN from 2010 to 2016.

Jean-Marc was successively chairman of the Université du Québec à Montréal’s (UQAM) Board of Directors, the Publicité-Club de Montréal and the Board of Trade of Metropolitan Montreal (CCMM). Currently, he is a board member for TVA, HEC Montréal’s Pôle D, the Canadian Research Insights Council (CRIC), and the community organization Capsana.

Jean-Marc is recognized as Canada’s leading expert on consumer behaviour and millennials. He is also the author of the best-selling book The Quebec Code, and producer of the Quebec Code series on Télé-Québec and the Quebec Code podcast on TVA+. He is a regular contributor to The Canadian Press, Le Journal de Montréal, Le Devoir, the National Post, TVA and The Atlantic.

Jean-Marc has advised numerous prime ministers and business leaders in Quebec, Canada and abroad, notably in France, Gabon and Morocco.