Leger Adds AI Moderation for Qual

Canadian-owned market research, analytics and polling firm Leger has unveiled a new approach to qualitative powered by AI-moderated interviews (AIMI).

Leger was founded in 1986 and has more than 300 employees across eight offices in Canada and the United States, describing itself as 'the largest Canadian-owned survey, marketing research and analytics firm.'

The new solution promises natural, conversational exchanges with participants at scale, and uses structured interview frameworks as a guide, while facilitating 'a deeper exploration' of motivations, perceptions and behaviour. Leger says the approach enables hundreds of in-depth interviews to be conducted in parallel, dramatically accelerating timelines and delivering robust insights in as little as 72 hours. It also allows individuals to contribute at a time that suits them best, whether in writing or verbally.

The firm says human expertise remains central, with researchers playing a role in shaping interview frameworks, guiding exploration and interpreting findings - outputs are 'rigorously validated'.

Sarah Mottet (pictured), the company's Vice-President, Transformation and AI, says: 'Integrating an AIMI solution is key to helping our clients access results more quickly and support their day-to-day decision-making, while fundamentally rethinking qualitative research. AIMI combines rich interview insights with the scale of hundreds of conversations, delivering faster, trusted results while giving respondents the flexibility to participate on their own terms.'

Web site: www.leger360.com .