NEWS6 October 2022

Leger becomes Cube shareholder

M&A Mobile News North America Technology

CANADA – Market research and analytics company Leger has invested in and become a minority shareholder of user experience and consumer neuroscience business Cube.

Jean-Marc Leger

The investment will offer Leger’s clients access to Cube’s remote user-testing platform, CubeGo, which focuses on behavioural insights through eye tracking, facial recognition and surveys.  

The value and terms of the backing have not been disclosed.

Jean-Marc Léger, president, Leger (pictured), said: “Developed by HEC Montréal professors, CubeGO’s 360° approach makes it possible to better understand the unconscious mechanisms behind consumer decision making. This new interactive application will help our clients reduce their margin of error and make better and faster business decisions.”

Cube was founded in Montreal in 2018. The company’s platform captures facial expressions through users’ webcams or mobile device cameras, combining its biometric data with Leger’s survey data.

Neil Fleischer, co-founder and chief executive, Cube, said: “Leger’s history in the market research sphere and reputation for innovative and accurate insights makes them the perfect partner to bring a new way of analysing consumer behaviour to the market.”

Montreal-headquartered Leger employs around 600 staff across eight offices in Canada and the US.