Alida (software company)

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Alida Inc.
Company typePrivate
IndustryMarket Research
HeadquartersToronto, Ontario, Canada
Area served
Key people
Efrem Ainsley (CEO), Mary Kay Evans (CMO), Jeff Wasyliw (CFO), Jenna Dorman (CRO), Joe Finneran (Global Head of R&D), Tanya Jarrett (CPO)
ProductsResearch and Insights Platform

Alida Alida helps global organizations build research communities, offering a range of tools for audience engagement, scalable feedback collection, and data analysis to gain valuable insights that inform product development, optimize user experiences, and validate marketing strategies.

Platform Overview[edit]

Alida’s platform helps research and insights teams by consolidating key steps in the research process, including audience management, activity authoring and distribution, and analysis and reporting. Designed to empower these teams, the platform facilitates an in-depth understanding of target demographics. Through a range of research tools, Alida helps users interact with their audiences across various channels and methodologies, allowing for rapid collection of both quantitative and qualitative feedback at scale. Users can analyze collected data, uncover insights about market trends and customer preferences, and inform decision-making across the business.


Alida was founded as Vision Critical.[1] in 2000 by Andrew Reid with motivations to bring research into the technology industry.[2] Between 2020 - 2022 the company released over 200 new enhancements to its Total Experience Management platform.

In 2020, Vision Critical rebranded to Alida.[3] The change in name represented Alida’s ability to put customer truth into action and drive market differentiation.


  1. ^ El Akkad, Omar (2013). "Vision Critical Communications Inc". Profit Guide. Archived from the original on 13 June 2013. Retrieved 5 June 2013.
  2. ^ "How Vision Critical sees the future of brand engagement | Washington Times Communities". 22 December 2013. Archived from the original on 22 December 2013. Retrieved 5 July 2023.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
  3. ^ "Vancouver-founded Vision Critical sheds name, rebrands as Alida". Business in Vancouver. Retrieved 5 July 2023.