Associate Vice President
Based in Saskatchewan, Reem is an empathetic and analytical researcher who applies an extensive degree of expertise and global perspective to all of her research projects. She has spent over a decade exploring the hearts and minds of a wide range of respondents for public, private, and not-for-profit sector clients across three continents. In addition to leading quantitative and qualitative research studies at Pollara, she also enjoys investigating and applying project management efficiency breakthroughs and groundbreaking new research methods to projects for the benefit and delight of our clients.
As a quantitative researcher, Reem is known to eagerly and meticulously searching for key themes, patterns, drivers, and undercurrents below the surface of the topline data – in order to provide clients with a clear understanding of what matters and what steps to take next. As a qualitative researcher, she has moderated hundreds of focus groups, in-depth interviews (IDIs), shop-a-longs, online bulletin boards, diaries, and home visits – always keeping her trained eye and active ear attentive to true, emotional reaction and impact.
Due to her curiosity and passion for research, Reem has acquired an eclectic and broad swath of expertise. Her research specialties include branding, customer segmentation, e-commerce, web/app and user experience, ad testing and tracking, usage and attitude studies, persona profiling, and population attitudes and trends. During her time working in the food and beverage industry she provided research-based strategic advice on product launches, new concepts, advertising campaigns, and countless re-branding initiatives. She has extensive experience working on customer experience in the retail sector, and she has also conducted numerous research studies for provincial governments, municipalities, and educational institutions in Western Canada. Her clients appreciate her keen interest in deeply understanding the dimensions of their business situation in order to provide them with a tailored solution, comprehensive analysis, and succinct recommendations that are relevant to their objectives.
Before joining Pollara, Reem was a Senior Research Manager at Federated Co-operatives Limited, where she was a director of research initiatives and trusted advisor to numerous Co-ops across Western Canada. Her career began in the in-house research department of a multinational food manufacturer operating in the dynamic Middle East and North African markets. She has completed the Market Research Society (MRS UK) Advanced Certificate in Market Research, and holds a Bachelor’s degree with double majors in Marketing and Strategic Management from the German University in Cairo.