Henry William Durant
Henry William Durrant (1902–1982) was a noted opinion pollster and market researcher. Durant was responsible for establishing several leading opinion poll and market research institutions including the British Institute of Public Opinion (BIPO), the Market Research Society and the European Society for Marketing and Opinion Research (he served as president between 1952 and 1954). Throughout his work he took a more serious and statistical approach to his work than some of his "rivals" and was critical of some of those using more qualitative methods such as those employed by "journalistic" Mass-Observation studies of the 1940s.
- Chappell, B. (1979) Founding fathers: Henry Durant, Market Research Society Newsletter, 157, 14–15; 158
- Webb, N. L. (1983) Henry Durant, 1903–1982, Journal of the Royal Statistical Society, 146, 439–40
- Worcester, R. M. (1991) British public opinion: a guide to the history and techniques of political opinion polling
- Roodhouse, Mark (2008) Durant, Henry William (1902–1982), Oxford Dictionary of National Biography, Oxford University Press