Richard Wirthlin

In 1995, Wirthlin returned to his native Utah. In 1996, Wirthlin was asked by LDS Church president Gordon B. Hinckley to serve as a church general authority. Wirthlin served as a member of the church's Second Quorum of the Seventy until October 2001, when he was honorably released from his duties.

In 1980, when California governor Ronald Reagan decided to run for president, he turned to Wirthlin for political advice. Wirthlin, together with his consulting firm, played a pivotal role in both the 1980 and 1984 elections of Reagan. According to the book The Neglected Voter, Wirthlin was the author of Reagan's historic 1980 campaign plan and foresaw the rise of so-called "Reagan Democrats". After Reagan won the 1980 presidential election, Wirthlin moved to Washington, D.C. and continued to assist the president and the Republican National Committee. His work on the first Reagan campaign earned him the title, Adman of the Year, declared by Advertising Age.

In 1969, Wirthlin founded a survey research firm based in Los Angeles. Over the years the firm had various names, including Decision Making Information, Inc., The Wirthlin Group, and finally, Wirthlin Worldwide. The firm was acquired in 2004 by Harris Interactive. After the merger with Harris Interactive, Wirthlin served on its board of directors.

On 23 November 1956, Wirthlin married Jeralie Mae Chandler in the LDS Church's Salt Lake Temple. They became the parents of eight children.

Wirthlin has several relatives who have held prominent leadership positions of the LDS Church. His father was the presiding bishop from 1952 to 1961. His older brother, Joseph B. Wirthlin, was an apostle and a member of the Quorum of the Twelve Apostles from 1986 to 2008. Hinckley—who served as church president from 1995 to 2008—was his first cousin on his mother's side.

Wirthin was born in Salt Lake City, Utah, the son of Madeline Bitner and Joseph L. Wirthlin, who later served as presiding bishop of the LDS Church. As a young adult, he spent two years as a Mormon missionary, serving in Switzerland and Austria from 1951 to 1953. Wirthlin was assigned to Basel, Switzerland for his entire mission. After finishing his missionary service, Wirthlin obtained a B.A. in economics and an M.A. in economics and statistics from the University of Utah. From 1954 to 1955 he served in the United States army. He received a Ph.D. in economics from the University of California at Berkeley.

Richard Bitner ("Dick") Wirthlin (March 15, 1931 – March 16, 2011) was a prominent American pollster, who is best known as Ronald Reagan's chief strategist, serving as his political consultant and pollster for twenty years, from 1968 through the end of his presidency. He became a senior adviser and member of Reagan's inner circle and is known to have helped him shape his political message and strategies, both in presidential campaigns and in the White House. Wirthlin also was a general authority of the Church of Jesus Christ of Latter-day Saints (LDS Church) and a member of its Second Quorum of the Seventy from 1996 to 2001.