Jason Allsopp (Leger 360)

May 11

This episode of Marketing News Canada welcomes Jason Allsopp, the Vice President of Leger 360 at the Vancouver office. He’s one of North America’s leading experts in lottery and gaming research. He gives speeches at industry conferences, and is sought after for strategic decision making.

He has been in pretty much every other marketing research company in Canada including Environics, and Vision Critical. He started with his masters degree at the University of South Australia where he joined their marketing research division. He moved to Canada in 2004 where he started his first search job with Environics. He worked alongside industry leaders doing all his polling by telephone. He then moved to Indonesia where he worked with AC Nielsen and conducted door-to-door polling. So suffice it to say, Jason has earned his right to online market research. He transferred to Ipsos Marketing in Vancouver in 2008 where he built on his skills and love for gaming and strategy. Over half a year ago he transitioned to Legger and jump started the office in Vancouver.

Jason explains the nuances of the competitive marketing world. One of the biggest complaints of research is not getting deep enough about discovering how your brand or product fits in people's lives. “Understand people as humans and then enable brands to make sure they fit the best.”

Jason spoke about his passion for discovering success and opportunity at any level. “We’re all about helping small businesses.” Every business started small at first he explains. He has a lot of respect for the smaller operators and he’s willing to work with anyone and “anything that has to do with solving marketing problems.”

Marketing research is all about having data at your disposal to make strategic decisions. With the correct information, opportunities can be limitless. Knowing your client and figuring out how you can add value is the key. “Most organizations who aren’t in the e-commerce world, don’t know anything about how frequently they buy. They don’t know anything about how they think, feel, act, behave, do, and that’s where we come in.” Organizations can be more successful if they know who they’re selling to. Jason crafts strategies for the most focused approach for his clients.

During the rapid fire round Jason shared some fun facts about himself. Here’s what they were:

Favourite word: Human. He loves the meaning behind it because it “speaks to connection on a deeper level.”

Last charity he supported: The North Vancouver Fire Department.

Best thing he ever bought for under $10: NEXUS membership.

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