This presentation takes attendees inside one of Canada’s most complex and high-stakes research challenges: accurately sizing and understanding a rapidly evolving online gambling market. Drawing on Leger’s multi-year iGaming tracking work in British Columbia and Manitoba, the session will unpack how Leger partnered with BC Lottery Corporation to design, calibrate, and validate a robust market-sizing model that captures both regulated and illegal market activity. Beyond the numbers, the presentation will explore how advanced techniques—such as Max Diff, TURF, brand mapping, and behavioural segmentation—were integrated to move from data to clear strategic direction. Attendees will leave with practical takeaways on how to tackle difficult-to-measure markets, reconcile self-reported behaviour with real-world economics, and translate complex findings into insights that senior decision-makers can act on. The session will also highlight lessons learned around communicating uncertainty, defending methodology, and telling a credible, compelling story when the results really matter.
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