What if, for once, we reversed the roles?
At Leger, we are used to asking the questions, analyzing the answers, and uncovering the insights that inform decisions. With The Pollster Polled, we shift perspectives: we give the floor to those who are usually behind the surveys.
To launch this new concept, we sat down with Jean-Marc Léger, economist and President of Léger. Having founded the company with his father, Marcel Léger, he now leads the largest Canadian-owned market research and polling firm, with 325 professionals across Canada and the United States. In this conversation, he shares his vision for the future of our industry in the age of artificial intelligence, what he is most proud of, and how Leger turns data into concrete action for its clients.
As Artificial Intelligence Continues to Evolve, What Does the Future Hold for Market Research and Polling?
The integration of artificial intelligence is profoundly transforming our industry, as it is many others, and represents the greatest opportunity of the past thirty years. At Leger, AI does not replace human intelligence — it amplifies it. It automates processes, accelerates workflows, and frees up time for what truly matters: analyzing, interpreting, and transforming data into clear, relevant, and actionable insights, without ever compromising the methodological rigour and excellence that define our reputation.
The true power of AI rests on two pillars: reliable data and proven expertise. That is precisely what Leger delivers to its clients.
What Are You Most Proud of?
Leger has experienced strong growth over the years, notably through 15 acquisitions and the remarkable work of our 325 professionals. Despite this rapid evolution, we have preserved a family-oriented culture built on collaboration and mutual support — a defining part of who we are. Our 92% retention rate speaks for itself. Engaged and happy employees provide better service and directly contribute to our clients’ success.
How Does Leger Help Its Clients Translate Insights Into action?
Over the years, we have developed true centres of excellence with the expertise to support our clients. These cover key industries such as retail and consumer goods, healthcare, financial services, public affairs, and telecommunications, as well as advanced methodological expertise, including shopper insights, advertising testing, hard-to-reach audience research, analytics, and digital campaigns.
Through this conversation, one thing is clear: while the tools evolve, the mission remains the same. Artificial intelligence, new methodologies, and the company’s growth are simply means to achieve a central objective — delivering reliable, rigorous, and impactful insights.
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.
