Daniel Starch

Daniel Starch (1883–1979) was an American psychologist, educator, and marketing researcher. He was among the early figures in the development of advertising research and consumer research in the United States.

Life Starch received a BS in mathematics and psychology from Morningside College in Iowa. He then pursued graduate studies at the University of Iowa, where he earned a PhD in psychology in 1906 under the supervision of Charles E. Seashore. After briefly lecturing at Iowa, he taught at Wellesley College in Massachusetts while continuing his studies at Harvard University.

In 1908, Starch joined the University of Wisconsin, where he remained until 1919. From 1920 to 1926, he was a professor at Harvard University. In 1923, while still at Harvard, he founded the marketing research firm Daniel Starch and Staff. He later resigned from Harvard to devote himself fully to his company and to work in the private sector. In 1932, he also served as a consultant and director of a research department for the American Association of Advertising Agencies. Starch led his company for about 50 years, retiring in 1973 at the age of 90.