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Roper, Elmo (Burns, Jr)

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Roper, Elmo (Burns, Jr) (1900-1971)

US public opinion analyst who pioneered modern public opinion polling techniques. He published Fortune's public opinion surveys 1935-50, broadcast the first live analysis of election returns in 1940, and wrote a syndicated newspaper column, ‘What People are Thinking’.

He was born in Hebron, Nebraska. A retailer and salesman, he turned to market research, and founded his own New York firm in 1934.
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