Ms Hana Lootah, CEO of Addaera explained “We are driven by the overarching objective of opening the channels of continuous dialogue between various communities so as to arrive at a more reliable and more actionable picture of what the key audiences think and feel. Our ultimate goal is reflect reality objectively and act as an informative resource on public opinion.” Addaera’s three main areas of activities include research, polls and surveys. Within a short period of time it has shown remarkable achievements starting with the polling for military recruits for the national service general directorate 2014-15.
It was conducted in four stages covering military camps across the UAE. Addaera has served high profile clientele such as Dubai Police, and Dubai Establishment for Women and Children on local and nationwide studies in 2015. 2015 saw the intense Pre-election Polls, conducted to gauge the levels of interest in voters participating in the upcoming National Election Committee.
The results of the Polls provided some valuable insights. This was followed by the National Council Election Polls. Spread all across the Emirates, the polls were instituted to evaluate the election experience and assess the levels of awareness of the role of the National Council.
Addaera seeks to grow and develop significantly as the UAE’s premier organization dedicated to collaborative views concerning cultural, commercial and political issues. Interestingly, plans are in place for several significant polls, surveys and studies to be held on a national scale.
The authentic name of “Addaera” is the Arabic word commonly used in the gulf region of the astrolabe / marine compass, which has played a crucial role in the past as guiding ways of sailing Arabian ships from the Arabian peninsula to the surrounding regions especially through turbulent seas. It has played a support tool to sustain the flow of basic and trading goods to the area in the past.