With a research background in both neuropsychology and marketing, Wardah brings to COLLOQUY a specialized understanding of what shapes consumer decision-making and brand loyalty. She applies this knowledge to her role by exploring primary research topics and coordinating projects with academic and alliance partners, such as the Direct Marketing Association.

Wardah is a world traveler who has lived in Saudi Arabia, the Netherlands, Italy and Canada, all of which provide her with a cross-cultural perspective on consumers of various backgrounds. She is particularly interested in studying the influence of loyalty programs on consumer decision-making behavior. Prior to joining COLLOQUY, she served concurrent roles as head research assistant at the University of Toronto’s Visual Cognition Lab, and as research assistant at the university’s Rotman School of Management, where she presided over consumer behavior and marketing experiments. In addition, Wardah has participated in independent research in the fields of health and psychology. She graduated from the University of Toronto with honors in psychology, and she resides in Toronto.