Leger Now majority Owner of Biometrics Firm CUBE AI

Canadian-owned market research and analytics firm Leger has upped its stake in remote, AI-driven advertising test platform CUBE AI to 51%, having been a minority shareholder since 2022.

Founded in 1986, Leger has more than 600 employees in eight Canadian and US offices, making it 'the largest Canadian-owned MR and analytics company', and its offer includes online panel solutions and customer experience services. Over the years its acquisitions have included Criterion Research Corporation, IFOP North America, National Research Group (NRG), SmartPoint Research, Insights West and 360 Market Reach.

The latest, CUBE AI, was formerly known as CUBE GO and focuses on behavioural neuroscience, studying consumer behaviour through a mix of eye movement, facial emotion, level of attention and other metrics. Its data, collected from customers shopping in their own homes, on their phones and computers, will now be combined with traditional respondent-level data and statistically valid norms from Leger's well-established panel.

Company President Jean-Marc Leger says the buy 'aligns with Leger's strategic plan to incorporate artificial intelligence into its processes, adding: 'This new advertising test solution aims to provide clients with richer insights, more efficiently and cost-effectively'.

CUBE AI's co-founder and CEO Neil Fleischer will continue as CEO of the new Leger Division, with Professors Sylvain Senecal and Jacques Robert remaining as shareholders and serving on the company's Board. Professor Jacques Nantel will also join the CUBE AI Board. Fleischer comments: 'Joining forces with Leger represents an exciting new chapter for CUBE AI. With Leger's extensive market reach and expertise, we are poised to bring our remote user-testing solutions to a wider audience, enhancing the way companies connect with their customers'.

Web sites: www.leger360.com and www.cubego.io .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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