Learn the key to opening Quebecers’ hearts, minds and wallets.

Most Quebecers come from a French culture, live in a British-Canadian society and have an American lifestyle.

Who are Quebecers, exactly? What do they want? What are their aspirations? This webinar paints a surprising, sometimes unsettling, and consistently uncompromising portrait of the Quebec personality.

Over the last 30 years, Leger has collected Quebecers’ and Canadians’ most intimate secrets, deepest fears and greatest hopes to redefine what constitutes the Quebec difference. Using a scientific approach, this presentation reveals the seven character traits that make Quebecers unique – not better or worse, but different.

This webinar will also prepare you to better understand the younger generations and seize the business opportunities they bring.

  • Who are these young generations of consumers?
  • Are they so different from other Canadians?
  • What are the new market trends?
  • Where are the market opportunities?

The webinar is a must if you want to understand Quebecers and the younger generations.

Presenters: Christian Bourque, Executive Vice-President, Leger and Jacques Nantel, Professor Emeritus
Date: Wednesday, May 26, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Presentation slides

Video recording

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007

Christian BourqueChristian Bourque, Executive Vice-President, Leger
Christian has over 25 years of experience in public opinion and marketing research. He heads the Research team at Leger’s Montreal office. As the company’s spokesperson, he regularly comments on provincial and federal politics, and is a columnist on consumer trends at Radio-Canada.

Christian still teaches research methods at the Université de Montréal. He is also an expert witness recognized by the Court in the field of survey evidence. He has produced analyses and testified before a vast number of tribunals in both official languages.


Jacques NantelJacques Nantel, Professor Emeritus
A Professor, researcher and expert in the retail field (1981–2016), he is one of Quebec’s best-known specialists in his field. He founded the RBC Financial Group Chair of E-Commerce and directed it from 2002 to 2007, as well as serving as Secretary General, Director of the Marketing Department, Director of Academic Programs and holder of the HEC Omer deSerres Chair in Retailing.