About Us

THEVISION

Addaera Research & Polls Centre aims to build up its position as a regional leading think tank, capable of delivering pioneering views and concrete datum.

For Addaera, social stability is an essential step toward the integrity of any community, and addressing current social issues is key to a more secure future. Addaera is eager to bring attention to public opinion surveys as a vital tool that detects change, explores general attitudes and probes social inclinations.

About Us

Who We Are

Addaera Research & Polls Centre is the first local independent public opinion survey centre in the UAE. It was established in Dubai in 2014 as a non-profit research organization with the aim of assessing awareness levels and detecting public social trends in the UAE.

Addaera works on probing the public opinion through mass opinion polls on research issues and providing the needed information and data to reveal the reality of social trends and general directions.

Since its establishment, the Centre has been committed to the highest international quality criteria in research industry; taking the mission of providing government and independent institutions with credible information to help support decision making processes and strategic plans.

The Centre has a growing standing poll panel run through its “Shoora” digital platform, which enables an extensive base of respondents to take part in Addaera’s surveys.

In 2018, Addaera was the first survey centre in the UAE and Middle East to be awarded the “ISO 20252:2012” certification for its quality excellence in public opinion polls and social and market research.

Recently, the Centre has managed to upgrade the quality of its internal management system in the field of research to get the prestigious certificate of “ISO 20252:2019”.

Addaera is a member of both ESOMAR and WAPOR, as it abides by the competency conditions stated in membership requirements for international research and public opinion institutions.

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The Vision

Addaera Research & Polls Centre aims to build up its position as a regional leading think tank, capable of delivering pioneering views and concrete datum.

For Addaera, social stability is an essential step toward the integrity of any community, and addressing current social issues is key to a more secure future. Addaera is eager to bring attention to public opinion surveys as a vital tool that detects change, explores general attitudes and probes social inclinations. The Centre is dedicated to use innovative research tools, and works on boosting capabilities and strengthening partnerships with world organizations to keep pace with the fast-growing challenges of research industry.

The Mission

Addaera is committed to promote the societal awareness about public issues through its advanced qualitative and quantitative research methods.

From broad assumptions, to data collection and detailed interpretations, the Centre plays a major role in decision support process. It provides clients with an A-class service that includes but not limited to customized studies, surveys and data analysis. Addaera presents bottom line results in consistent templates designed to assist policy makers who need to be more open about the public social trends. The Centre’s main mission is to fairly communicate people’s responses and opinions to relevant bodies.

The Values

Integrity

Addaera Centre is committed to the principles of professional research, integrity and neutrality in compliance with quality standards and competency requirements for membership of international research and public opinion organizations including ESOMAR and WAPOR.

Credibility

Addaera Centre abides by the highest standards of credibility, accuracy and impartiality in its research process including data collection and analysis. Addaera’s informative reports are strictly controlled as they are built on the best practices as identified by ISO 20252:2019 criteria.

Confidentiality

Addaera Centre counts on its highly qualified and professional caliber that is committed to maintain the confidentiality of data and research information. Addaera doesn’t employ third parties to conduct surveys, as all analytical and research processes are fully managed internally.

Proficiency

Addaera Centre prides itself with a team who owns an accumulated specialized experience in public opinion research and data analysis and design. The Centre also employs qualified and trained field researchers who carry out field surveys across different emirates of the UAE.

The Tools

Human Capital

Addaera’s internal and external operations are handled by an experienced team that owns expansive knowledge on field and market research and poll industry. The researchers are proficient in areas of statistics, knowledge management, and data analysis; and they receive regular training sessions on the latest techniques to stay competent and informed about research best practices.

Survey System Outline

Addaera adopts advanced knowledge management techniques to gather information and process data from target study segments using a highly efficient, accurate and integral system. Strict procedures in data processing are applied to ensure the confidentiality of processed data. Addaera provides electronic and automated designs of polls for both smart and traditional devices.

Poll Panel Management System

Addaera uses the poll panel management system, which serves as an integrated database of potential respondents who are willing to take part in future opinion polls on a regular basis. The poll panel secures the availability of a categorized target sample, which facilitates the recruitment of participants based on the research topic.

Audience Response System

As Addaera Research & Polls Centre is dedicated to fulfil both quality and accuracy requirements, it applies the instant audience response system as a surveying tool to guarantees quick and precise results, in addition to the reservation of respondents’ anonymity. The advanced system is also utilized in trainings, conferences and workshops.

The Beneficiaries

Testimonials

The Clients

The CEO

Hana Sultan Lootah

With an accumulated and extensive experience in governmental, semi-governmental and private sectors, Hana built a strong career that started in 1995 in the field of research, service products development, IT and quality project management, information protection systems and human resources development.

Hana worked as a certified and resident internal auditor in multiple service centres. She is highly trained in fields of quality, project planning and programming, and holds the Bachelor of Arts in information science from the University of Strathclyde, Glasgow – Scotland.

 

The Certifications