Craig Worden
President & Chief Innovation Officer
In addition to his corporate leadership responsibilities, Craig leads Pollara’s research divisions and the development of our research methodologies, models, products, and service offerings. He provides actionable, insightful counsel to our clients, applying expertise gained over more than 20 years of conducting quantitative and qualitative research for an extensive array of private, public and not-for-profit sector clients. He is enthusiastically committed to providing creative, customized research solutions that deliver clients clarity of understanding and strategic recommendations for the best path forward.
For Craig, research is not our main deliverable – it is the critical foundation upon which we provide our primary value: insightful guidance and advisory partnership. Involved in the design and analysis of many of our projects, his key activities include leading customized segmentation and motivational analyses as well as infusing insights with veteran interpretation, real-world context, and actionable recommendations. He is passionate about digging below the surface of topline results and helping clients identify and reach their key audiences with a sound understanding of the emotional underpinnings, engagement levels, persuadability, and key drivers of those segments.
Craig is a Certified Analytics & Insights Professional (CAIP). His research career began at Angus Reid Group/Ipsos-Reid, where he rose from Analyst intern to Associate Vice President in five years. Over the course of his career, he has designed and analysed hundreds of surveys and moderated thousands of focus groups. Prior to joining Pollara, he founded and managed public affairs research practices at Leger and Angus Reid Public Opinion/Vision Critical. He has appeared in print and broadcast media on hundreds of occasions, providing commentary on public opinion trends, politics and elections, and research techniques. Craig currently sits on the Canadian Research Insights Council (CRIC)’s Cannabis Insights Committee. He holds a certificate in Indigenous awareness and reconciliation education from the First Nations University of Canada for completing their Four Seasons of Reconciliation course. He also holds a BA Honours in political science from Carleton University, and a MA in political science from Brock University.