Transformation du métier : nouveaux enjeux, nouvelles régulations

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 and the USA. In recent years, the company has made a major technological shift with 14 acquisitions including the digital agency Leger DGTL, Leger Analytics (LEA) and the development of the largest proprietaryonline panel in Canada, Leger Opinion (LEO). Jean-Marc was successively chairman of the Université du Québec (UQAM), the Publicity-Club and the Board of Trade of Metropolitan Montreal (CCMM). Currently, he is a board member of TVA, the Canadian Research Insights Council (CRIC) and the community organization Capsana. Jean-Marc has also been active internationally as the founder and President (2010-2016) of WIN (the Worldwide Independent Network), which includes the 50 largest independent market research firms. Mr. Leger has been involved in ESOMAR for 20 years and became the North American leader in 2021 and was elected to the ESOMAR Board of Directors in 2023. Jean-Marc is recognized as Canada’s leading expert on consumer behaviour and millennials. He is also the author of the best-selling book Cracking the Quebec Code, and producer of the Quebec Code series on Télé-Québec. He is a regular contributor to The Canadian Press, Le Journal de Montréal, Le Devoir, National Post, TVA, Los Angeles Time and The Atlantic. Jean-Marc has advised numerous prime ministers and business leaders in Canada and abroad, notably in France, Gabon, Congo and Morocco.

Philippe Guilbert

Philippe is the former Managing Director of Toluna France and Senior Vice President Quality of the Group. He is now a consultant in research methodology for companies and SYNTEC Conseil, and contributes to the dissemination of rules, standards and best practices in the industry through conferences, academic courses and articles, including his “Did you know?” section on the French website MRNews. In the 1980s, he developed advanced statistics, survey methodologies and new marketing approaches in research agencies. Then in the 90s, he initiated the survey digitisation by launching an international panel of Internet users, the web audience measurement and the sampling/questionnaire adaptation to the Internet. In 2007, he joined Toluna, a French start-up, to bring his methodological expertise and make it the world’s #2 online panel and survey solution. Philippe is a member of the ESOMAR Professional Standards Committee since 2014.

Stéphane Marcel