What Leger Marketing does

Leger Marketing is a privately held Canadian market research company founded in 1986 and headquartered in Montreal, operating as one of North America's larger full-service research firms with eight Canadian offices (Montreal, Quebec City, Toronto, Winnipeg, Calgary, Edmonton, Vancouver) and a US headquarters in New York. The company employs 320+ professionals (firmographic range of 501-1000 employees) and serves 500+ Canadian clients across eight vertical specializations — CPG, Financial Services, Healthcare, Retail, Travel & Tourism, Lottery & Gaming, Public Affairs, and Health & Wellness — with named enterprise and government clients including DeBeers, L'Oreal, Nespresso, Sephora, The Home Depot, Metro, National Bank, BCLC, OLG, and the Government of Canada.

The product architecture centers on the proprietary LEO panel ecosystem: LEO (500,000+ North American members), LEO Medical (40,000+ healthcare professionals across 200+ specialties), and LEO Decision (executives via HEC Montreal's Pôle Dirigeants). Layered on top are AI-enabled solutions including Cube AI (biometrics combined with computer vision for advertising measurement), Smart Persona (generative AI synthetic personas), IDEAvate360 (consumer/influencer/AI insights), Leger Analytics (LEA) for predictive modeling, LivingLens (video research), CMNTY (online qualitative communities), Customer Experience (CX), and an Omnibus subscription survey service running weekly in Canada and bi-weekly in the US.

Leger's business model is predominantly project-based professional services with quote-based pricing (typically 67% on contract, 33% on deliverable submission, fixed for one year), supplemented by subscription/recurring revenue from Omnibus and panel services. The company sells through dedicated enterprise field-sales teams across its office network, with international reach into the UK, Australia, China, Japan, Korea, Germany, Mexico, and India. Revenue is not publicly disclosed, and the firm maintains founder-led independence with no reported institutional, PE, or VC backing.

Name

Leger Marketing

Legal name

Leger Marketing Inc.

Website

https://leger360.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Leger Marketing is a privately held Canadian market research firm founded in 1986, headquartered in Montreal with eight Canadian offices and a New York US HQ. It serves 500+ enterprise and government clients across eight verticals using its proprietary 500,000-member LEO panel and AI-enabled products including Cube AI and Smart Persona.

Ownership category

akta.pro rank

Product category

Market Research and Consumer Insights

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Market Research, Analytics & Consumer Insights (BPAFAAAM)

akta.pro secondary industries

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI), Brand Research & Positioning (Audience/Competitive Insights) (MPAAAEAI)

Keywords

• Market research services
• Consumer insights analytics
• Brand advertising research
• Customer experience measurement
• Proprietary online panel

Headquarters

HQ city

Montreal

HQ country

Canada

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Market Research Services: Leger provides comprehensive market research services including qualitative, quantitative, and hybrid research approaches. Services are delivered through custom project engagements, with pricing based on project scope, methodology, and sample requirements. The company has been delivering data-driven intelligence for nearly four decades.
2. Analytics (LEA): Custom analytics solutions including market sizing, go-to-market strategy, acquisition, retention and growth, and optimization services.
3. Customer Experience (CX): Strategic and tactical support across all CX competencies, including customized programs, prioritized strategies, success measurement, and custom VOC programs.
4. Omnibus Surveys: Cost-effective online surveys where clients can ask one or a few questions. Pay for only what you need with results delivered within a week. Canadian omnibus runs weekly, U.S. omnibus runs every two weeks.
5. Panel Services (Leger Opinion): Data collection services including survey programming, CAWI and CATI data collection, coding, translation, data processing, and analytics through the LEO panel.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Leger Marketing is a full-service market research firm delivering qualitative, quantitative, and hybrid research across eight industry verticals. Its core deliverable is end-to-end custom research projects powered by the proprietary LEO online panel (500,000+ members), supplemented by advanced analytics (LEA), customer experience (VOC) programs, ad testing through Cube AI biometrics, and AI-driven synthetic persona research (Smart Persona, IDEAvate360).

Product overview

Leger Marketing operates as a market research and analytics company offering a comprehensive portfolio of research solutions. The core offering centers on the proprietary LEO Panel ecosystem (500,000+ members) for quantitative data collection, supplemented by qualitative capabilities through Online Communities (MROCs) and specialized sub-panels (LEO Medical for 40,000+ healthcare professionals; LEO Decision for executives). The product portfolio includes analytics (Leger Analytics/LEA), customer experience (CX), and ad testing services powered by Cube AI (biometrics + AI). Key technology products include IDEAvate360 (consumer/influencer/AI insights), Smart Persona (synthetic personas), and LivingLens (video research). The architecture combines proprietary panel infrastructure with AI-powered analysis tools, offering both standalone products and integrated service offerings across qualitative, quantitative, and hybrid research methodologies.

Differentiator

Problem solved

Functional benefit

Brands

• LEO Panel: Proprietary online panel with over 500,000 members across North America, providing representative data for market research
• LEO Medical
• LEO Decision
• Cube AI
• Smart Persona
• LivingLens
• IDEAvate360
• CMNTY Platform
• Voice of the Customer (VOC)

Products and services

• Market Research Services End-to-end custom market research engagements covering qualitative, quantitative, and hybrid methodologies for enterprise, government, and institutional clients in Canada, the United States, and internationally.
• LEO Panel (Leger Opinion) Proprietary online survey panel with more than 500,000 members across North America, used by more than 500 Canadian clients for representative quantitative data collection across virtually all consumer and B2B categories.
• LEO Medical Panel Specialized healthcare professional panel with 40,000+ active panelists from 200+ medical specialties including physicians, nurses, pharmacists, and allied healthcare professionals for pharma, biotech, and medical device research.
• LEO Decision Panel Executive decision-maker panel created in partnership with HEC Montréal's Pôle Dirigeants, providing access to Canada's most influential executives, managers, decision-makers, and entrepreneurs for B2B insights.
• Leger Analytics (LEA) Custom analytics practice using multidisciplinary expertise in business, data engineering, analysis, modeling, and machine learning for market sizing, go-to-market strategy, acquisition, retention and growth, and optimization services.
• Customer Experience (CX) Strategic and tactical customer experience support across all CX competencies, including customized programs, prioritized strategies, success measurement, and custom Voice of Customer (VOC) programs.
• Cube AI AI-powered advertising optimization solution combining market research, biometrics (facial expressions, eye-tracking, attention levels), and artificial intelligence to measure advertising impact, emotional engagement, and optimization opportunities across TV, radio, and online video.
• IDEAvate360 Innovation research solution that unites consumer insights, influencer insights, and AI capabilities to help brands future-proof ideas and set new trends.
• Smart Persona AI-driven solution that enables real-time conversations with custom-built synthetic personas, allowing clients to obtain insights quickly without traditional fieldwork timelines.
• Voice of the Customer (VOC) Custom customer experience program that captures and analyzes customer feedback across all touchpoints to help organizations deliver on their brand promise and drive improvement, innovation, and growth.
• Omnibus Surveys Cost-effective, quick-turnaround syndicated survey service providing representative data on Canadian (1,500 respondents weekly) and U.S. (1,000 respondents bi-weekly) populations, available on a pay-per-question model with results delivered within a week.
• Online Communities (MROCs) Market Research Online Communities (MROCs) providing private social networks for ongoing qualitative conversations with target audiences, including on-demand health & wellness and travel & tourism communities.
• CMNTY Platform All-in-one online qualitative research platform that empowers recruitment, data collection, participant engagement, and confident analysis across methodologies, used to power Leger's online community offerings.
• Ad Testing Services Comprehensive ad testing and optimization suite combining market research, advanced analytics, and AI-powered intelligence including pre-testing, brand tracking, concept testing, and price optimization, with Cube AI as a core component.

Quantifiable outcome

• LEO panel has 500,000+ members across North America
• +3 more outcomes

Named customers16 records

Segments8 records

Ideal customer profiles8 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core, strategic and minor.

• HEC Montreal Pole DirigeantscoreStrategic or Co-development PartnerLEO Decision Panel was created in partnership with Pole Dirigeant at HEC Montreal. This panel brings together Canada's most influential executives, managers, decision-makers, and entrepreneurs for exclusive B2B insights. The partnership combines academic rigor with Leger's market research expertise.
• Elemental Data Collection Inc.coreOthersElemental Data Collection Inc. is Leger's strategic subcontractor for all telephone data collection operations. All CATI (Computer-Assisted Telephone Interviewing) data collection is completed by this long-standing and trusted partner specializing in such operations. Leger has secured agreements with Elemental to ensure the same level of security and quality standards are maintained.
• Retail Council of Canada (RCC)strategicStrategic or Co-development PartnerLeger is proud to partner with RCC, the voice of retail in Canada that advocates for Canadian retailers through effective advocacy, communications, and education. The partnership supports retail research initiatives and industry insights.
• Academic Referral NetworkminorGTM or Marketing PartnerLeger's Academic Referral Program enables academic researchers to refer colleagues involved in quantitative research to Leger Opinion services. Referrers can earn rewards including 10% off their next project (up to $2,000) or free omnibus survey questions. This program helps expand Leger's reach in the academic research community.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• GfK: Global consumer and retail research firm (now part of NIQ). Strong overlap on consumer goods, retail, and ad testing — directly relevant for Cube AI and ad-effectiveness work.
• Kantar: Global research and insights group with extensive brand, media, and CX practices. Competes with Leger for advertising/CX research on multinational CPG and retail accounts.
• NielsenIQ: Global consumer measurement and research firm with much broader portfolio than Leger, including retail measurement and CPG insights. Competes for the same enterprise CPG and retail research budgets.
• IQVIA: Global healthcare and life sciences research and analytics firm. Competes directly with Leger's LEO Medical practice for pharma and healthcare research engagements.

Direct peers

• Abacus Data: Canadian market research and public opinion firm with strong polling, brand, and CX practices. Overlaps with Leger in CPG, public affairs, and financial services verticals across Canada.
• Toluna: Global online panel and survey technology firm providing DIY and full-service research. Comparable on panel-based insights and AI-enabled consumer research tooling.
• Ipsos: Paris-headquartered global market research firm that, like Leger, operates proprietary panels and provides full-service research, CX, and public affairs work across CPG, healthcare, and financial services. Closest direct competitive analogue given shared Canadian/French heritage and global panel model.
• Environics Research: Toronto-based research firm with strong Canadian public affairs and consumer research practices, a long-tenured operating history, and large enterprise clients — directly comparable in segment and geography.
• Maru/Blue: Canadian online panel and research firm running Maru/Blue Voice of Customer and opinion panels. Directly comparable as a North American online-panel-led market research competitor.
• Angus Reid Group: Canadian public opinion and consumer research firm best known for the Angus Reid Forum online panel. Direct peer in panel-based North American research and opinion polling.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Leger360_en
• LinkedInlinkedin.com/company/117931

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leger Marketing