{{Short description|Canadian marketing company}} {{Advert|date=July 2022}} '''Léger''' is a Canadian-owned market research and analytics company. It has more than 600 employees in eight Canadian and US offices.<ref>{{Cite web|title=About|url=https://leger360.com/about/|access-date=2021-11-19|website=Leger|language=en-GB}}</ref> The company was founded in 1986 by the father and son duo Marcel Léger, former environment minister of Quebec, and economist Jean-Marc Léger.<ref>{{Cite web|title=Jean-Marc Léger|url=https://leger360.com/profiles/jean-marc-leger/|access-date=2021-11-19|website=Leger|language=en-GB}}</ref> Previously known as Léger & Léger (1986–1996) and Léger Marketing (1996–2013),<ref>{{Cite web|url=http://www.newswire.ca/fr/story/1187559/leger-marketing-changes-name |title=Leger Marketing Changes Name (press release) |via=CNW Telbec |date=June 20, 2013 |access-date=February 13, 2017 |url-status=bot: unknown |archive-url=https://web.archive.org/web/20130627105321/http://www.newswire.ca/fr/story/1187559/leger-marketing-changes-name |archive-date=June 27, 2013 }}</ref> it is now led solely by Jean-Marc Léger.
The firm is headquartered in Montreal, with offices in Toronto, Quebec City, Edmonton, Calgary, Winnipeg, and Vancouver in Canada, and Tarrytown, New York, in the United States.<ref>{{Cite web|url=https://leger360.com/contact-us/|title=Contact Us|website=Leger|language=en-GB|access-date=2020-02-22}}</ref> To date, Léger has acquired 12 companies.<ref>{{Cite web|date=10 November 2021|title=Leger Acquires Insights West|url=https://leger360.com/press-release/leger-acquires-insights-west/|access-date=2021-11-19|website=Léger|language=en-EN}}</ref>
In 1995, Léger & Léger repositioned itself in marketing research and became Léger Marketing.<ref>{{Cite web |title=Grande entrevue! Un homme de son temps! |url=http://www.communicationmarketing.org/ressources/nouvelles/grande-entrevue-un-homme-de-son-temps.html |lang=fr |date=May 2010 |archive-url=https://web.archive.org/web/20100530124253/http://www.communicationmarketing.org/ressources/nouvelles/grande-entrevue-un-homme-de-son-temps.html |archive-date=May 30, 2010 |url-status=usurped |publisher=Association des professionnels de la communication et du marketing}}</ref> In 2000, the polling firm announced the acquisition of Criterion Research Corporation of Toronto. It then expanded westward with the acquisition of Criterion (Edmonton) in 2005 and Claros Research (Calgary) in 2006.<ref>{{Cite web|title=Léger Marketing poursuit sa conquête de l'ouest|url=https://www.infopresse.com/archive/article/15935|website=Infopresse|access-date=2020-05-08}}</ref>
In 2005, Léger conducted the first online surveys in Canada with its Leger Web division.<ref>{{Cite web|title=Sondages Internet: une participation payante?|url=https://www.lapresse.ca/affaires/finances-personnelles/201603/23/01-4963716-sondages-internet-une-participation-payante.php|date=2016-03-23|website=La Presse|language=fr|access-date=2020-05-08 |last1=Audet |first1=Évelyne }}</ref>
In 2007, Léger Marketing entered the American market by acquiring ARC Research, a Philadelphia-based firm.<ref>{{Cite news|title=Market Research Companies based in North America {{!}} Market Research List|language=en-GB|work=Market Research List|url=https://marketresearchlist.com/location/north-america/|access-date=2020-05-08}}</ref>
In 2010, Jean-Marc Léger became founding president of WIN, a worldwide association of polling firms that includes 75 major independent research firms from 73 countries.<ref>{{Cite web|title=WIN reelects Jean-Marc Leger as president {{!}} News|url=https://www.research-live.com/article/news/win-reelects-jeanmarc-leger-as-president/id/4011747|website=Research Live|language=en|access-date=2020-05-08}}</ref> After making several acquisitions to provide Léger Marketing with the technological innovations needed to raise the Quebec company to a world-class position, its founder Jean-Marc Léger feels ready to take the next step: Léger Marketing becomes Léger (Research – Strategy – Consulting) and expands its offer in strategic consulting and advanced statistical analysis.<ref>{{Cite web|title=Jean-Marc Léger, PDG de Léger|url=https://plus.lapresse.ca/screens/42fd-d3f4-537f71b3-900a-7a74ac1c6068__7C___0.html|date=2014-05-24|website=La Presse+|language=fr|access-date=2020-05-08}}</ref>
In 2012, Léger became a majority shareholder in Agility Metrics, a Montreal-based company built around a cloud computing application for measuring customer experience.<ref>{{Cite web|title=Léger Marketing : une acquisition dans le secteur des logiciels|url=https://www.lesaffaires.com/archives/generale/leger-marketing--une-acquisition-dans-le-secteur-des-logiciels/552569|website=www.lesaffaires.com|language=fr|access-date=2020-05-08}}</ref> Agility Metrics later became Léger Metrics.<ref>{{Cite web|title=Leger Marketing acquires Agility Metrics|url=https://www.newswire.ca/news-releases/leger-marketing-acquires-agility-metrics-511408221.html|last=Marketing|first=Leger|website=www.newswire.ca|language=en|access-date=2020-05-08}}</ref> In the same year, Léger – Recherche Stratégie Conseil announced that it had acquired Researchology, a Toronto-based marketing research firm specializing in pharmaceutical research.<ref>{{Cite web|title=Leger picks up pharma specialist Researchology {{!}} News|url=https://www.research-live.com/article/news/leger-picks-up-pharma-specialist-researchology/id/4009209|website=Research Live|language=en|access-date=2020-05-08}}</ref> In 2013, Léger acquired Ifop North America (located in Toronto), with marketing research experience in the pharmaceutical and consumer goods sectors.<ref>{{Cite web|title=Leger acquires IFOP North America|url=https://www.newswire.ca/news-releases/leger-acquires-ifop-north-america-512883881.html|last=Group|first=Leger, The Research Intelligence|website=www.newswire.ca|language=en|access-date=2020-05-08}}</ref>
In 2014, Léger became a minority shareholder and strategic partner of imarklab, positioned as the Canadian leader in interactive marketing intelligence.<ref>{{Cite web|title=imarklab partners with Leger and consolidates its leadership position as expert on digital and multichannel consumers {{!}} News release {{!}} Press room {{!}} HEC Montréal|url=https://www.hec.ca/en/press_room/releases/2014/imarklab_leger_partenariat.html|website=www.hec.ca|language=en|access-date=2020-05-08}}</ref> By combining traditional marketing research efforts with neuroscience, the imarklab-Léger partnership facilitates better understanding and intervention on customer behaviour across multiple channels of commerce.
In 2018, Léger launched its Léger Analytiques division.<ref>{{Cite web|title=LesAffaires.com Profil de l'entreprise: Léger|url=https://www.lesaffaires.com/fiches-entreprise/leger-/1370|website=www.lesaffaires.com|access-date=2020-05-08}}</ref> In 2019, Leger completed the acquisition of Vancouver-based National Research Group (NRG), the largest company in Western Canada with offices in Vancouver, Calgary, and Winnipeg. In the same year, Legerweb becomes LEO (Léger Opinion), the largest Canadian online panel with over 400,000 panelists.<ref>{{Cite web|title=Leger acquires NRG {{!}} News|url=https://www.research-live.com/article/news/leger-acquires-nrg/id/5058562|website=Research Live|language=en|access-date=2020-05-08}}</ref>
In 2020, Léger acquired SmartPoint Research; a Toronto-based market research firm specialized in the consumer and healthcare sectors. This strategic acquisition enabled Léger to increase the size of its Léger Opinion (LEO) panel, supplement its patient and healthcare professional panels, and broaden its healthcare research service offering.<ref>{{Cite web|date=2020-11-30|title=Leger Acquires SmartPoint Research|url=https://leger360.com/press-release/leger-acquires-smartpoint-research/|access-date=2021-11-19|website=Leger|language=en-GB}}</ref>
In October 2021, Léger acquired Ressac, a digital performance agency based in Montreal and specializing in media strategy and branded content activation.<ref>{{Cite web|date=2021-10-21|title=Leger Acquires Ressac|url=https://leger360.com/press-release/leger-acquires-ressac/|access-date=2021-11-19|website=Leger|language=en-GB}}</ref>
In November 2021, Léger acquired Insights West, a Vancouver-based market research and analytics firm. This was Leger’s second acquisition in less than a month after acquiring digital agency Ressac and its 12th acquisition in total.<ref>{{Cite web|date=2021-11-10|title=Leger Acquires Insights West|url=https://leger360.com/press-release/leger-acquires-insights-west/|access-date=2021-11-19|website=Leger|language=en-GB}}</ref>
== Notes and references == {{Reflist}}
==External links== *Profile of [https://leger360.com/profiles/jean-marc-leger/ Jean-Marc Léger], November 19, 2021
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{{DEFAULTSORT:Leger}} Category:Public opinion research companies Category:Market research companies of Canada Category:Companies based in Montreal