XAREESH XAHRA
RESEARCH & DEVELOPMENT EXPERIENCE
My R&D journey is built on two worlds: Academic Research In The Office Of Research, Innovation And Commercialization (ORIC) at Leading Universities and Media Research In Top Media Networks. Together, they give me a rare edge—combining the rigor of academic R&D ecosystems with the pulse of real audiences. This unique blend makes my research approach not just innovative but Human-Centered, Impactful, And Exceptional.
My Vision of R&D
“I don’t just research—I redesign how knowledge meets society.”
Transforming Academic Research Ecosystems
As a leader in the research and commercialization sector of a top-ranked private university in Pakistan, I led a comprehensive transformation of the R&D landscape. What began as a compliance-driven office evolved under my leadership into a strategically aligned, innovation-driven hub.
Key milestones included the revamp of institutional research structures, the establishment of Ethical Review Boards and industry-academia steering committees, and the filing of nearly 60 Intellectual Property (IP) applications within a year—a leap from zero filings previously. These achievements repositioned the university’s research culture to meet global benchmarks in research, ethics, commercialization, and industry collaboration.
One of my proudest execution was spearheading Pakistan’s pioneering Industrial Placement Program, a model that embedded faculty and students directly within industries. This initiative ensured that research was no longer confined to academic papers, but transformed into real-world solutions, patents, and entrepreneurial ventures.
Cultivating Innovation and Entrepreneurship
In my earlier academic R&D roles, I focused on building institutional research capacity and developing innovation cultures. This included administering winning grants, aligning projects with government priorities like Vision 2025, and contributing to advanced labs in areas such as Big Data, AI, and cloud computing.
Beyond grants and labs, I invested in nurturing people. I mentored faculty in grant writing, commercialization strategies, and proposal development, while empowering students to convert their classroom projects into startup ventures and industry-relevant innovations. Through entrepreneurship platforms and innovation clubs, I championed a culture where curiosity, creativity, and research converged into sustainable impact.
MEDIA RESEARCH AT GEO TV
My R&D journey is equally shaped by my experience in Pakistan’s largest media network, where I worked in the Geo Research and Analysis Division.
Here, my focus was on media research at scale—studying nationwide viewership trends in news, sports, and entertainment. I designed and executed empirical and quantitative research studies to understand audience behavior across gender, age, and socioeconomic groups.
This unique industry experience grounds my academic R&D in a real-world understanding of communication systems, ensuring my work remains relevant, people-centered, and socially responsible.
My research extended far beyond ratings; it provided strategic insights that shaped editorial, production, and marketing decisions. Some core areas included:
Examining the psychological and social impact of political talk shows, entertainment programming, and news coverage.
Tracking the shift from television to digital platforms, mapping how audiences navigated between TV, online streaming, and social media.
Evaluating content resonance by identifying what types of narratives engaged viewers emotionally and sustained audience loyalty.
Supporting advertising and revenue strategies by correlating audience engagement with brand campaigns and market demands.
MEDIA RESEARCH ACROSS LEADING MEDIA HOUSES
My media journey has taken me behind the scenes of Pakistan’s top networks (ARY News, ARY Digital, Dawn Newspaper) where I worked shoulder-to-shoulder with content creators, producers, marketers, and news editors. Each department gave me a different lens of learning how media connects with society.
🎬 Entertainment Production – crafting stories that captured emotions and kept prime-time audiences hooked.
📝 Content Teams – shaping narratives that blended creativity with audience insight.
📢 Marketing Departments – turning data into campaigns, ensuring creativity met commercial success.
📰 News Editorial & Production – living the urgency of the newsroom, where every headline could influence public trust.
🎤 Current Affairs Teams – analyzing debates and political talk shows, exploring how televised dialogue sparks national conversation.
This cross-departmental exposure gave me a 360° view of media operations—from the spark of an idea to its impact on millions. It taught me how to bridge research with creativity, analysis with storytelling, and media with responsibility.