Luc Dumont, a Montreal native, has been working and living in Toronto since 2009 and currently holds the position of Senior Vice-President of Consumer Insights at Leger. He first joined the Leger team in 2010, bringing with him over 25 years of extensive experience in both quantitative and qualitative market research. His areas of expertise include customer experience, usability, product development, and innovation studies. Luc is particularly skilled as a focus group moderator and has conducted qualitative research in various countries throughout his career.

In his role, Luc is committed to assisting Leger’s clients in creating and adapting experiential strategies that enhance customer loyalty and strengthen brand attachment. He is also a frequent media spokesperson for Leger on a wide range of topics such as customer journeys, new product research, market studies, brand image and positioning, and qualitative research.

As a senior member of the consulting team at Leger, Luc serves as a strategic advisor to the firm’s clients. His background covers a spectrum of research areas including new product development, market evaluation, brand image and health, strategic marketing, ad testing and tracking, customer satisfaction and experience, advertising, concept testing, segmentation, personification, and usability testing. Luc not only leads the retail and financial services research teams but also oversees the development of discussion guides and questionnaires, manages deadlines, and handles analysis and strategic insights. His contributions are vital in the presentation of results and in his advisory role in all projects.