Yankelovich, Daniel

Yankelovich, Daniel

(1924–  ) sociologist, public opinion analyst; born in Boston, Mass. Educated at Harvard and the Sorbonne, Paris, he became president (1958–81) and chairman (1981) of the New York public polling firm that became Yankelovich, Skelly and White/Clancy Shulman, Inc. He specialized in measuring social and cultural trends and analyzing their effect on government and industry; he established the importance of social research in corporate planning. His books of social analysis include Ego and Instinct (1970) and New Rules (1981).