Daniel Yankelovich

Daniel Yankelovich was an influential American pollster, social commentator, and author known for his work in understanding public opinion and social trends. He founded Yankelovich, Skelly and White, a pioneering market research and opinion polling firm. Yankelovich emphasized the importance of values and emotions in shaping consumer behavior and societal attitudes. He is recognized for developing concepts such as "in-depth interviewing" and for his work on the "Values and Lifestyles" segmentation approach. His insights have significantly impacted marketing, political campaigns, and social policy analysis, making him a key figure in the fields of sociology and market research.