The shopper insights division will help support retailers and brands in optimising brand strategies, product offerings and in-store experiences, and encompasses behavioural data, analytics and strategic consulting.

Drouin has prior experience in the retail sector, and has previously been president at the Quebec Council for Retail and at retail marketing agency SVM.

In addition, Drouin helped to promote local purchasing during the Covid-19 pandemic while serving as vice-president, local shopping and economic development at Investissement Québec.

Jean-Marc Léger, president at Leger, said: “Stéphane has been a long-time partner and is one of Canada’s top experts in shopper insights. His experience, combined with Leger’s research capabilities, will allow us to better support our clients in executing their in-store marketing strategies.”

Drouin commented: “This is an exciting time for the retail industry. Today’s consumers navigate an increasingly sophisticated commercial ecosystem, and our retailers and manufacturers need precise, actionable insights not just to keep up but to truly thrive.”