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 27 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), and currently sits on the Canadian Research Insights Council (CRIC)’s Public Opinion Research Committee and Cannabis Insights Committee. Over the course of his career, he has designed and analysed hundreds of surveys and moderated thousands of focus groups. He began his research career at Angus Reid Group/Ipsos in 1999, went on to found and manage public affairs research practices at Leger and Angus Reid Strategies, and ultimately joined Pollara in 2008.

Craig has appeared in print and broadcast media on hundreds of occasions, providing commentary on public opinion trends, politics and elections, and research techniques. He holds a BA Honours in political science from Carleton University, and a MA in political science from Brock University. He also holds a certificate in Indigenous awareness and reconciliation education from the First Nations University of Canada. Recently, Craig was honoured to receive an Alumni Brilliance Award from Brock University.