Thursday, June 1, 2017
4:05 - 5:00 pm
Keynote - Main Ballroom

Closing Keynote - Using Words to Measure Emotions:  The Secret to Cracking the Quebec Code

Corporations, communicators, and marketers frequently struggle with how to successfully market to French-speaking Quebec. Beyond language, how is Quebec different from the so-called "Rest-of-Canada"? What are the cultural markers to be aware of when trying to convince Francophone Quebeckers about a product, a service, or even an idea or a concept? Christian Bourque will reveal the key differences, why they exist, and how to address them; he will also discuss how measurement and research were used to separate the noise from the signal in order to generate actionable insights.

Like Leger, NATIONAL was founded in Montreal, where its head office is still located; it now has nine offices across Canada that support a broad range of clients in making meaningful connections, generating creative solutions, and building enduring partnerships. Using highlights of client work, Doris Juergens will present keys to building and adapting campaigns for the Quebec market that illustrate some of the fundamental differences between Quebec and the "ROC".


Christian Bourque - Lead Speaker
Executive Vice President and Senior Partner, Leger

Christian has over 20 years of experience in the fields of public opinion and market research. He is Executive Vice President at Leger, and manages their Montreal research team. He is also a partner in the firm and acts as a senior consultant to the firm’s major clients. As a spokesperson for the company, Christian is a political commentator for the CBC, and a consumer-trends columnist on Radio-Canada.

Christian still teaches research methodology at Université de Montréal.

Doris Juergens - Supporting Speaker
National Vice President of Strategy and Partner, NATIONAL Public Relations

Doris Juergens is National Vice President of Strategy for NATIONAL Public Relations, and is based in the firm's head office in Montreal, where she provides support for the firm's ongoing growth through the development and implementation of strategic programs and initiatives.

Doris joined NATIONAL Public Relations in 1990 and has been a partner since 1997. Her initial field of expertise was research for the development, implementation, monitoring, and evaluation of public relations and communications activities and programs, an area for which she maintains a keen interest; she established the firm's research practice when she joined NATIONAL in 1990.

Doris draws on over two decades of communications consulting experience to effectively counsel a range of clients in the public and private sectors. She considers herself a communications generalist, with a particular interest in strategy and research.

Doris is a member of the Board of Directors of NATIONAL, where she has chaired the Human Resources Committee, the Digital Leadership Team, and most recently, was responsible for the establishment of the Analytics & Insights service. Currently, she is a member of the Board's Talent working group. She is also a member of the Advisory Board of the Luc Beauregard Centre of Excellence in Communications Research at the John Molson School of Business at Concordia University, and President of the Board of Directors of YES Montreal, a not-for-profit organization that helps Montrealers start successful careers through job search and entrepreneurship services. Doris holds a Masters of Information and Library Science from McGill University and an Honours B.A. in French and German literature from McMaster University in Hamilton, and is fluent in English, French, and German.