Quebec Market Deep Dive
Understand Quebec. Unlock its potential.
Quebec represents nearly one in four Canadians — a market with its own language, culture, and consumer codes. For brands with national ambitions, getting Quebec right isn’t about translation. It’s about understanding what truly resonates here.
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Headspace Marketing has spent more than two decades helping national and global brands succeed in Quebec. Our Quebec Market Deep Dive is designed for CMOs, VPs of Marketing, and brand leaders who want a clear, objective, and data-driven picture of their brand’s performance and potential in the province — before committing additional resources.
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It’s not about spending more.
It’s about spending smarter.
A temperature check — not a gamble
Many brands operate in Quebec without ever really knowing how they’re doing. Are they connecting emotionally with consumers? Are they seen as local, relevant, or just a visitor from the rest of Canada?
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Our Deep Dive provides a 360° market assessment — a well-documented, fact-based analysis of your brand’s strengths, weaknesses, and opportunities for growth. You’ll walk away with clarity and confidence on what’s working, what’s missing, and what it would take to succeed in the province.
What the Deep Dive includes
Each engagement is customized, but a typical Quebec Market Deep Dive involves:
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Audit of existing insights and materials
Review of your brand’s existing market research, performance metrics, creative executions, media strategies, and brand health data to establish a baseline understanding of your current position in Quebec.
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Executive interviews
One-on-one discussions with key members of your marketing and leadership teams to capture internal perceptions, priorities, and barriers to success.
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Consumer and customer research
Qualitative and/or quantitative research to understand how Quebecers perceive your brand, your competitors, and your category.
We explore language, values, and behaviours that drive loyalty and purchase intent in this market.
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Competitive landscape assessment
A detailed review of your category’s key players in Quebec, including positioning, messaging, creative expression, media presence, and share of voice.
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Environmental scan
Analysis of the regulatory and cultural context — from language laws to retail realities — that shape how brands operate and communicate in Quebec.
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Cultural relevance review
Evaluation of your brand’s tone, storytelling, and visual identity through a Quebec lens to identify areas of misalignment or untapped opportunity.
Deliverables
At the end of the engagement, you’ll receive a comprehensive report and executive presentation that typically includes:
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A clear diagnostic of your brand’s current standing in Quebec
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A fact-based assessment of strengths, weaknesses, and opportunities
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Strategic recommendations for how to improve connection, credibility, and performance in the market
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A roadmap of priorities for short-, medium-, and long-term actions
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Optional creative and communication guidance, highlighting how to adapt your brand voice and messaging to better resonate in Quebec
Why Headspace Marketing
We’ve spent over two decades helping national and global brands succeed in Quebec — bridging the gap between data and culture, analysis and creativity. Our team combines the rigour of market research with the nuance of cultural insight. The result: clarity, not clichés.​
Interested in learning more?
If you’re ready to get a clear, unbiased read on your brand’s performance and potential in Quebec, let’s talk.
Contact Éric Blais at 4216.221.3770 or send an email
Recent Deep Dive engagements
Boston Pizza
A comprehensive audit of the brand’s Quebec performance identified gaps between its national positioning and local expectations.
Through in-restaurant interviews and stakeholder discussions, we uncovered actionable insights leading to recommendations on menu adaptation, communication tone, and community relevance — all summarized in a clear SWOT analysis and growth roadmap.
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Girl Guides of Canada
To help GGC expand its presence among French-speaking families, we conducted a situation analysis combining desk research, stakeholder interviews, and qualitative studies with parents in Quebec and Ontario.
The resulting report provided an evidence-based understanding of GGC’s brand awareness and relevance.
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Purina Pro Plan
We analyzed all possible factors — from packaging and communications to retail dynamics and private-label competition.
Qualitative research among Quebec pet owners assessed perceptions and loyalty. The outcome: a clear, data-driven roadmap for reinforcing brand equity and regaining growth momentum while staying within North American brand guardrails.
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Canadian Museum of Immigration at Pier 21
Following its transition from a local landmark to a national institution, the museum sought a brand narrative that would unite its story in both languages — and resonate with visitors from Quebec.
We conducted in-depth interviews with Quebecers who are active museum-goers to better understand their expectations, motivations, and perceptions of national museums. These insights, combined with a review of the museum’s positioning, creative materials, and past research, informed the development of a bilingual brand narrative and tagline that reflect the institution’s broader mandate and emotional purpose.
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Heart To Home Meals
To evaluate market readiness for Quebec expansion, we analyzed the region’s category dynamics, consumer attitudes, and brand perceptions versus English Canada.
Qualitative and quantitative insights helped identify how Quebecers perceive convenience, care, and independence — leading to tailored messaging and tone guidance for the 55+ audience at the heart of the brand’s success elsewhere.
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AutoHebdo / AutoTrader
To deepen understanding of Quebec’s online car-buying behaviour, we conducted qualitative reserch with recent buyers and sellers across multiple platforms, including competitors.
The study uncovered the real-world drivers of trust, friction, and satisfaction — providing AutoHebdo with concrete insight into user experience improvements and communication opportunities specific to the Quebec market.
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