A Strategic Partnership between Leger and imarklab - A New Interactive Marketing Service

MONTRÉAL, June 26, 2014 /CNW Telbec/ - Leger, the leading Canadian-owned market research firm, becomes a minority shareholder and strategic partner of imarklab, the Canadian frontrunner in interactive marketing solutions. This partnership will make it possible to market novel UX research, such as eye tracking, emotional recognition, along with physiological measures and neuroscientific approaches, to optimize the customer's experience on the Web.

"imarklab's services complement our line of customer experience measurements, which range from imarklab's interactive online measurement to Leger Metrics in-store customer experience measurement, and customer satisfaction measurements with our Leger research group. To combine scientific and applied research allows us to offer our customers the best of both worlds," explained Jean-Marc-Léger, President of Léger.

As the commercial partner of the RBC Financial Group Electronic Commerce Chair of HEC, imarklab consists of a team of experienced professionals in the field of electronic marketing and user experience. In particular, imarklab collaborated on developing the La Presse+ application, and optimized the websites of prestigious companies such as Intact, Laurentian Bank, BDC and Remax. "imarklab's mission is to support businesses in order to understand and intervene directly on the customers' experience from the moment they do a Google search until their store purchase, from price comparisons on their mobile phones to recommendations from Facebook friends," pointed out  Sylvain Sénécal, President of imarklab.

The Leger-imarklab partnership also provides access to HEC Montréal's Tech3Lab technologies to conduct in-depth research and analysis of consumer behaviour through multiple business channels. "We can now offer our clients practical applications of the latest research in neuroscience to improve marketing and advertising strategies on their websites and mobile applications," added Jean-Marc Léger.

The imarklab team will join Leger's head office located in Old Montréal.

About imarklab
imarklab is the commercial partner of the RBC Financial Group Electronic Commerce Chair of HEC Montreal. Since 2011, this young university spin-off firm has already been involved in providing strategic assistance in a number of digital projects in Québec. Backed by its expertise in strategic consulting, imarklab allows companies to resolve issues related to interactive marketing, e-commerce and multichannel customer experience. Every week, read the posts of the various interactive marketing experts on www.imarklab.com/en/blog. For more information on our interactive marketing services, visit imarklab.com.

About Leger
Leger is the largest Canadian-owned market research and consulting firm, with 600 employees in eight offices in Canada, the United States and Europe. Leger also owns www.legerweb.com, Canada's largest panel with more than 400,000 members and Leger Metrics, a North American leader in measuring the customer experience in real time. Visit www.leger360.com for more information.

SOURCE Leger, The Research Intelligence Group

For further information: Éric Chalifoux, Leger - The Research Intelligence Group, echalifoux@leger360.com, 514 982-2464 | 514 885-4438