Elmo Roper

Elmo Burns Roper Jr. (July 31, 1900 in Hebron, Nebraska – April 30, 1971 in Redding, Connecticut) was an American pollster known for his pioneering work in market research and opinion polling, alongside friends-cum-rivals Archibald Crossley and George Gallup.

Early life Elmo Burns Roper, Jr. was born in Hebron, Nebraska, on July 31, 1900. His father, Elmo Burns Roper, was a banker. After receiving his preliminary education, he attended the University of Minnesota and the University of Edinburgh from 1919 to 1921, but did not receive a degree. In 1921, he started a jewelry store, which made him interested in customer opinions. However, the store was closed in 1928. In the following years, he worked as a salesman for the Seth Thomas Clock Company and the New Haven Clock Company. In 1933, during the Great Depression, Roper became a sales analyst for the Traub Manufacturing Company.

Career In 1933, Roper, alongside Richardson Wood and Paul T. Cherington, co-founded "Cherington, Wood, and Roper", a marketing research firm. Woods suggested Henry Luce, the director of Fortune magazine, to include survey of social and political trend in the magazine; Luce agreed. The Literary Digest presidential poll, which surveyed millions of people, predicted Landon to win. However, Roper, and other pollsters like George Gallup and Archibald Crossley predicted Roosevelt's re-election. Roosevelt received 60.7% of the popular vote. He said that his whole inclination was to predict Dewey's victory by a heavy margin, and to devote his time and efforts in other things. His latest poll showed Dewey leading by an "unbeatable" 44% to Truman's 31%. succeeding Paul G. Hoffman.

Roper Opinion Research Company (the "Roper Poll") was later renamed Roper Starch Worldwide Company and eventually acquired by NOP World and then GfK in 2005.

Personal life and family His son, Bud Roper, was also a pollster.