Craig Worden


Craig leads Pollara’s research divisions and the development of our research methodologies and products. He provides actionable, insightful counsel to our clients, applying expertise gained over 20 years of conducting quantitative and qualitative research for an extensive array of private, public and not-for-profit sector clients. He is committed to providing creative, customized research solutions that provide clarity of understanding and direction to our clients.

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 every study, 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’s research career began at Angus Reid Group/Ipsos-Reid, where he rose to the position of Associate Vice President. Prior to joining Pollara, he founded and managed public affairs 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, elections, and research techniques. Craig holds a BA Honours in political science from Carleton University, and a MA in political science from Brock University.