A University of Kansas graduate, Worcester now lives abroad in England, where he founded MORI, Market and Opinion Research International, in London. As a former president of the World Association for Public Opinion Research who was knighted by the Queen of England, Worcester shared some of his vast marketing and opinion research knowledge with students.
|Sir Worcester and Angela Murray|
“You have to ask the right questions of the right sample and add up the results correctly,” Worcester said of his field, which is easier said than done, he added.
Working across language and cultural boundaries, effective international market research has to adapt to its sample, he explained. Changing one word in the translation of a question can completely reverse a survey’s results.
Worcester told students that market research is not only an important and interesting career, but it also creates an opportunity to work with an impressive list of clients.
From presidents to prime ministers, major religions to the biggest of businesses, he’s worked for them all, Worcester said.
by Annie Montemayor