The world of British political research has lost one of its most influential figures with the passing of Sir Robert Worcester, the visionary founder of Market & Opinion Research International (MORI), at the age of 91. The pioneering pollster died peacefully on September 10th, leaving behind a profound legacy that forever changed how we understand public opinion.
The American Who Mastered British Politics
Remarkably, this architect of British political polling was born in Kansas City, Missouri, in 1933. Worcester brought his expertise to the United Kingdom in 1969, establishing MORI just six years later. His distinctive Midwestern accent became a familiar sound on British airwaves, especially during election nights where his insights proved invaluable.
Revolutionising Political Forecasting
Sir Robert's methodology transformed political polling from mere speculation into a scientific discipline. His approach combined rigorous statistical analysis with deep psychological understanding of voter behaviour. Under his leadership, MORI became the gold standard for political research, trusted by media organisations, governments, and political parties across the spectrum.
A Trusted Voice Across Decades
Worcester's career spanned an extraordinary period in British politics, from the turbulent 1970s through Thatcherism, New Labour, and beyond. He advised prime ministers of all parties while maintaining strict impartiality—a testament to his professional integrity. His predictions became essential viewing during elections, with broadcasters relying on his data to explain the nation's political mood.
Beyond Politics: A Life of Service
Beyond polling, Worcester made significant contributions to British public life. He served as chancellor of the University of Kent and played instrumental roles in numerous charitable and educational organisations. His knighthood in 2005 recognised not just his business achievements but his substantial charitable work and contribution to political discourse.
The Legacy of a Polling Pioneer
Sir Robert's creation, MORI, eventually merged with Ipsos UK in 2005, forming one of the world's largest research companies. Yet his influence extends far beyond corporate structures. He mentored generations of researchers and set ethical standards that continue to guide the industry today.
His passing marks the end of an era in British political journalism and research. Sir Robert Worcester wasn't merely an observer of the political landscape—he helped define how we see it, understand it, and participate in it. His work fundamentally enhanced British democracy by giving voice to public opinion through rigorous, scientific measurement.
