The panel of one million generation Z and millennials will be integrated into Legerweb, Leger’s web panel division it set up in 2004.

This is the tenth purchase Leger has made, meaning it now has the largest Canadian panel for polling and market research.

Jean-Marc Léger, president of Leger, said: “We are pleased to offer our clients the option of conducting more targeted and in-depth studies with these new consumers. In June, we will launch the largest Canadian syndicated study on the habits, expectations and needs of this new generation.”

Jon Kamin, managing director of yconic, added: “Leger is the ideal partner to continue with the development and professional management of this panel, as well as the market analysis of this community.”