Reginald Paul Baker, a luminary in the field of market research, left an indelible mark on the data, analytics and insights disciplines and profession. His famously repeated phrase, “Non-probability samples work, until they don’t,” encapsulates his pragmatic approach to modern day sampling and research methodology and commitment to good data quality and fostering innovation. Throughout his nearly 40-year career, Baker kept a versatile personality and widely respected profile. As a consultant to ESOMAR’s Professional Standards Committee and the US Census Bureau, he championed rigorous standards and ethical practices.
Baker’s leadership extended to AAPOR’s Task Force on Non-Probability Sampling, where he co-chaired efforts to advance research techniques where his impact transcended academia. He served as an Executive Editorial Board Member for the International Journal of Market Research and taught at both the University of Michigan and Michigan State University. In his final years before retirement, Baker dedicated himself to ESOMAR as their North American Ambassador.
Baker’s legacy lives on through the Reg Baker Award, presented by the Market Research Institute International. Founder and CEO of Generation1.ca, Arundati Dandapani, MLitt, CAIP, CIPP/C, CIPM was the inaugural recipient of this prestigious award in 2019-20. Baker’s unwavering commitment to advancing research methodologies and fostering education continues to inspire generations of global market researchers. May we honour his memory by carrying forward his passion and dedication in our own realms of data and insights innovation and practices. You can read his full memorium on ESOMAR here.
