From quick market snapshots to in-depth surveys, discover how Leger’s expertise is reshaping industries, one question at a time.
When Andrew Enns gets hit up by a client with a difficult research request, he has no doubt that the challenge will be met.
That’s because the Winnipeg-based executive vice-president for Leger Marketing’s central Canada region knows he can rely on his team’s bench strength from B.C. to Atlantic Canada.
“It’s not just a couple of us in Winnipeg trying to solve it. We have access to more than 200 other research professionals in our company and we can draw on their experience and expertise to help our clients in Manitoba,” he says.
You don’t need to be an industry giant to use Leger’s services, either. Enns is quick to note companies of all sizes can buy a question or two on its weekly national omnibus poll that surveys 1,500 Canadians. Each question costs $1,200.
“It’s a quick and affordable way for our clients to learn more about their market. If they need a national take on something, we can get it for them for a relatively small investment,” he says.
For example, several associations recently commissioned Leger for Canadians’ views on the carbon tax, how they feel about electronic vehicles and how likely they are to purchase one in the next five to 10 years.
Clients looking closer to home can take part in Leger surveys of Western Canada—usually about 1,000 people—and Manitoba, where about 400 people are surveyed.
“It’s a flexible approach for companies without large research budgets to still get a sense of what the public feels,” he says.
Enns says Leger, which is based in Montreal, has experienced “very strong” growth across the country over the last three years. He co-leads the public affairs practices and currently manages the company’s Winnipeg and Toronto offices after Leger acquired his company, NRG Research Group, in 2019. Since the acquisition, Leger has grown its annual revenues to about over $65 million.
“We’re the largest Canadian-owned research company in the world,” he says. Leger is currently focused on consolidating the Canadian market—it recently purchased Insights West in Vancouver—while also expanding its presence south of the border. Leger currently has more than 600 employees in eight Canadian and U.S. offices.
“We’re constantly looking at acquisitions to get a bigger foothold and more weight behind us in the US,” he says. “The pitch in research today is you’re selling your professional expertise combined with the latest industry innovations, such as AI for example. You have to demonstrate that you’ve got the skills and expertise to work with them and to deliver what they’re looking for.”
Being centrally located both in Canada and North America is a definite asset, he says.
“We’re easy to work with. Time zones are never a big issue for us, either east or west. You want a meeting early in the morning? No problem!” he says. “I think there’s an appreciation that we’re pretty straight shooters here in Winnipeg. We’re a national company with strong local roots and sensibilities.”
