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 fourth installment of the series, we met with Susan Sanei-Stamp, Senior Vice-President, Financial Services. She brings extensive experience in research, insights, experience management, and financial services. Before joining Leger, she held leadership roles at leading Canadian research consultancies and at RBC.
Fluently bilingual, she holds an MBA, a Graduate Diploma in Management, and a Marketing Strategy Certificate from Cornell University.
As Artificial Intelligence Continues to Evolve, What Does the Future Hold for Market Research and Polling?
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Artificial intelligence is changing how research gets done, but it does not change why we do it. For me, that distinction matters. AI is already helping us move faster with data collection, analysis, and synthesis, turning work that used to take days or weeks into something that can often happen in hours. That is a real opportunity for our industry, as long as we remember that speed is not the same as insight. The value of research still comes from asking the right questions, understanding the context, uncovering what matters, and turning findings into action. Those are still very human skills. |
As AI continues to evolve, I think our role will be less about simply finding answers and more about helping clients understand which answers matter, why they matter, and what to do next. I also think we will see more focus on understanding the reasons behind what people think and do. As information becomes easier to access, human understanding becomes even more important. The future of market research and polling will belong to the people who can connect data, emotion, and action.
What Are You Most Proud Of?
I’m proud of many things, but what stands out most is the role I’ve played in helping organizations make more human-centred decisions.
Throughout my career, I’ve been lucky to work at the intersection of data, strategy, and human behaviour. The tools, methods, and business challenges have changed over time, but one belief has stayed consistent for me: the better we understand people, the better we can help our clients make decisions that lead to meaningful outcomes.
I’m also proud of my resilience. Life and careers rarely unfold exactly as planned. Being able to adapt, learn, and keep moving forward through change has shaped me just as much as any professional accomplishment. Ultimately, I’m proud to have built a career grounded in insight, and in helping turn those insights into meaningful action.
How Does Leger Help Its Clients Translate Insights Into Action?
At Leger, we don’t see our job as ending when the research is complete. In many ways, that is when the most important work begins. Organizations have access to more data than ever, but they are often still looking for clarity. Our role is to help clients cut through the noise, identify what matters most, and make confident decisions grounded in evidence. Given our strength in measuring marketplace sentiment, this is not just a positioning line. It is what we are known and respected for.
That strength helps us uncover the why behind behaviours, prioritize opportunities, and translate findings into practical considerations that speak directly to our clients’ business needs. Research should do more than answer questions. It should open up possibilities for what clients can do next. Having also sat on the client side, I can see the differentiated value of that perspective at work.
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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.
