Jean-Marc Léger has written a book that only a Quebecker could write. The famed pollster says so himself – and the bold title he’s chosen gives away the reason.
Cracking the Quebec Code: The 7 keys to understanding Quebecers, makes the kind of tantalizing promises for itself that a reader might expect from a marketing guru like Mr. Léger. “For the first time,” a foreword boasts, “English Canadians will have access to Quebeckers’ best-kept secrets.” Here, finally, is a “skeleton key” to the “question of Québécitude.”
Co-written with journalist Pierre Duhamel and business scholar Jacques Nantel, the book uses survey data, interviews with provincial leaders and a novel approach measuring reactions to hundreds of key words to come up with seven traits that define the Quebec character: joie de vivre, easygoing, non-committal, victim, villagers, creative and proud.