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Leger buys stake in Imarklab

Montreal-based market research firm Leger has acquired a minority ownership stake in Imarklab, an interactive marketing company also based in Montreal. The two companies will collaborate on user experience research such as eye tracking, emotional recognition, physiological measurement and other methods of gauging consumer use of websites. The staff of Imarklab will relocate to the office of Leger. Imarklab's clients have included La Presse, Intact, Laurentian Bank, BDC and Remax.

"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," said Jean-Marc-Léger, president of Leger. "To combine scientific and applied research allows us to offer our customers the best of both worlds. 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."

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