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NAICS Code· 541910

NAICS 541910: Marketing Research and Public Opinion Polling

This industry comprises establishments primarily engaged in systematically gathering, recording, tabulating, and presenting marketing and public opinion data. Illustrative Examples: Broadcast media rating services Political opinion polling services Marketing analysis or research services Statistical sampling services Opinion research services Cross-References. Establishments primarily engaged in--Show more

NAICS 541910 – Marketing Research and Public Opinion Polling encompasses the systematic collection, analysis, and interpretation of data to inform policy decisions, public communication strategies, and program evaluation across federal agencies. This sector includes survey design, focus group facilitation, statistical modeling, sentiment analysis, and behavioral research methodologies used to assess public attitudes, stakeholder perceptions, and program effectiveness.

84
Active Contracts
$140.1M
Total Obligations (12mo)
139
Awarded Contracts (12mo)
78
Contractors Awarded (12mo)
1
Median Bidders per Award
-39.9%
YoY Growth

Industry Spending Overview

Federal obligations, top contractors and agencies, and related industry codes for NAICS 541910.

AI Industry Description

NAICS 541910 – Marketing Research and Public Opinion Polling encompasses the systematic collection, analysis, and interpretation of data to inform policy decisions, public communication strategies, and program evaluation across federal agencies. This sector includes survey design, focus group facili...

NAICS 541910 – Marketing Research and Public Opinion Polling encompasses the systematic collection, analysis, and interpretation of data to inform policy decisions, public communication strategies, and program evaluation across federal agencies. This sector includes survey design, focus group facilitation, statistical modeling, sentiment analysis, and behavioral research methodologies used to assess public attitudes, stakeholder perceptions, and program effectiveness. In the government contracting landscape, these services are critical for evidence-based decision-making, citizen engagement initiatives, and compliance with performance measurement mandates under frameworks like GPRA and the Results Act. Contractors in this space often deploy mixed-methods approaches, combining quantitative polling with qualitative ethnographic techniques to deliver actionable insights tailored to complex public sector challenges. Top contractors in this sector include Deloitte Consulting LLP, which leverages its data analytics and public sector expertise to deliver large-scale opinion research and policy evaluation services. The competitive landscape is dominated by large primes with robust research divisions, though mid-sized firms specializing in survey methodology and data visualization also hold significant market share through targeted task orders. Key government buyers include the Department of Veterans Affairs, Department of Defense, Department of Homeland Security, Department of Transportation, and Department of Health and Human Services. These agencies deploy marketing research to evaluate veteran satisfaction, assess public compliance with safety campaigns, measure community response to emergency protocols, and gauge the effectiveness of health outreach initiatives. Demand is driven by statutory reporting requirements and the need to align programs with evolving public sentiment. The market offers strong opportunity density for firms with expertise in survey instrumentation, longitudinal data analysis, and secure handling of sensitive respondent data. Growing emphasis on equity-focused research and real-time feedback loops is expanding demand for agile, tech-enabled polling platforms and AI-assisted text analytics. Contractors with certified methodologies and experience in federal data governance frameworks are best positioned to compete.

Small Business Size Standard

The SBA threshold that decides who can bid NAICS 541910 work as a small business.

$22.5M
Applies to the whole industry code

The SBA cap for this NAICS (13 CFR 121.201). A business at or under it can self-certify as small for work in this code, which is what makes it eligible for a small-business set-aside. The cap is set per NAICS, so the same company can be small in one code and not in another.

13 CFR 121.201, effective January 1, 2026. The SBA revises the table roughly once a year.

Top Contractors

Companies with the highest total award value under NAICS 541910, ranked by dollars won.

Ranked by total awards
CompanyTotal AwardsContracts
NATIONAL OPINION RESEARCH CENTER$47.5M4
RESEARCH TRIANGLE INSTITUTE$15.8M2
DIX-GRA, INC.$12.2M2
IGNITED LLC$12.0M4
IPSOS PUBLIC AFFAIRS, LLC$7.4M2
THE DISTRICT COMMUNICATIONS GROUP LLC$5.1M16
L&M POLICY RESEARCH, LLC$4.0M2
KYNETEC USA INC.$4.0M1
WESTAT, INC.$4.0M1
DATA RECOGNITION CORPORATION$3.7M3

Top Agencies

Federal agencies directing the most contract spending toward NAICS 541910.

Department Of Health And Human Services19 awards$71.1M
Department Of Veterans Affairs7 awards$14.8M
Department Of Homeland Security5 awards$13.4M
Department Of State48 awards$10.1M
Department Of Labor5 awards$8.9M
CDC Office Of Acquisition Services1 award$6.5M
Department Of Agriculture3 awards$4.4M
General Services Administration4 awards$3.7M
Department Of The Treasury17 awards$2.9M
Department Of Commerce11 awards$1.4M

Competition

How many companies historically bid on federal awards in NAICS 541910, from bidder counts reported on USAspending.

Usually Single-Bid

Half or more of reported awards drew exactly one bidder, usually a sign of incumbent-held work rather than an open field. · 7,058 reported awards

Median Bidders

1

Per reported award, all-time

Single-Bid Awards

57%

Share of reported awards with one bidder

10+ Bidder Awards

5%

Share of reported awards with 10+ bidders

Reported Awards

0

84% of 8,442 total awards

Bidder Count Distribution by Fiscal Year

Share of reported awards in each bidder-count bracket per federal fiscal year.

How this code compares up the NAICS hierarchy. Parent cohorts pool every code under their prefix, so they are the steadier baseline when a 6-digit sample is thin.

Industry FamilyCompetitionMedian BiddersSingle-BidBidder MixReported Awards
541910This Code
Marketing Research and Public Opinion Polling
Usually Single-Bid157%
7,05884% of 8,442
54191NAICS Industry
Usually Single-Bid157%
7,05884% of 8,442
5419Industry Group
Other Professional, Scientific, and Technical Services
Usually Single-Bid163%
288,44179% of 365,250
541Subsector
Fewer Bidders249%
2,918,78285% of 3,416,794
54Sector
Professional, Scientific, and Technical Services
Fewer Bidders249%
2,918,78285% of 3,416,794

Bidder counts reported on past federal awards in this NAICS (USAspending). An open opportunity has no bidders yet, so this is the historical norm for similar work, not a fact about this solicitation. Not all awards report bidder counts, and fewer bidders often means incumbent-held work rather than an easier win. Federal reporting of bidder counts fell from ~96% of awards (FY2016) to ~30% (FY2018 onward); the chart shows shares of reported awards, and washed-out stretches mark years with fewer than 30 of them.

Related NAICS Codes

Industries similar to Marketing Research and Public Opinion Polling, by shared sector, subsector, and industry group.

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Explore contracts across multiple NAICS codes Browse all NAICS Codes

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NAICS 541910 FAQ

Frequently Asked Questions

NAICS code 541910 covers Marketing Research and Public Opinion Polling. This industry comprises establishments primarily engaged in systematically gathering, recording, tabulating, and presenting marketing and public opinion data. Illustrative Examples: Broadcast media rating services Political opinion polling services Marketing analysis or research services Statistical sampling services Opinion research services Cross-References. Establishments primarily engaged in--

Recently Posted in Marketing Research and Public Opinion Polling

NAICS: 541910
Closed
SLED
Customer Satisfaction Measurement
Solicitation # WMATA-CQ19245
The Washington Metropolitan Area Transit Authority is seeking a provider for Customer Satisfaction Measurement under solicitation number WMATA-CQ19245. This procurement effort is managed by the agency's Virginia organization and is designed to establish a framework for evaluating and measuring customer satisfaction levels. Interested parties were required to submit their responses by the deadline of July 26, 2019. Further details regarding the bidding process and submission requirements are hosted on the official WMATA supplier portal.
Washington Metropolitan Area Transit Authority

POSTED

1 day ago

CLOSED

about 7 years ago
View Details
NAICS: 541910
New
International
Municipal Risk Audit and Actuarial AnalysisThe Municipal Risk Audit and Actuarial Analysis subcontract provides specialized technical risk assessments and actuarial data to support prime contractors managing liability insurance projects for the London Borough of Sutton, the Royal Borough of Kingston, and the London Borough of Merton. The scope of work involves conducting liability audits of municipal assets, performing detailed actuarial calculations regarding claims frequency and severity, and utilizing actuarial modeling software to develop comprehensive risk mitigation reports. Key deliverables for this engagement include Risk Assessment Reports and Actuarial Valuation documents. To ensure professional standards, the contract requires the service provider to hold FIA certification. The opportunity was posted on October 2, 2026, with a response deadline of November 27, 2026, and is categorized under NAICS code 541910.
London Borough of Sutton

POSTED

3 days ago

DEADLINE

in about 2 months
View Details
NAICS: 541910
New
SLED
Field Survey Data CollectionThis subcontract for Field Survey Data Collection supports prime contractors on projects for the New York City Department of Health and Mental Hygiene. The scope of work involves the comprehensive recruitment and administration of surveys, with a specific focus on reaching underserved populations, including children, immigrants, the uninsured, and individuals with limited English proficiency. Recruitment efforts are conducted through a multi-channel approach utilizing email, SMS, letters, and phone calls. The selected provider is responsible for administering surveys via digital tablets and mobile devices as well as paper formats. Key deliverables include the management and distribution of participant incentives and the final delivery of raw data and completed survey responses. The project is based in New York City and falls under NAICS code 541910.
Department Of Health And Mental Hygiene

POSTED

3 days ago

DEADLINE

in about 1 month
View Details
NAICS: 541910
New
SLED
81627P0002-Master Contractors for Agency Survey Work
Solicitation # 81627P0002
The New York City Department of Health and Mental Hygiene is seeking qualified vendors to serve as Master Contractors for on-call survey research, data collection, and analytical services. The objective is to support public health programs, policy development, and evaluation initiatives by assessing community health needs, monitoring behavioral risk factors, and gathering stakeholder feedback across diverse populations in New York City. The anticipated contract term runs from July 1, 2027, to February 28, 2034, with no renewal options. It is expected that approximately three contracts will be awarded, with a total maximum funding of 36,000,000 dollars. Services include survey execution via web, paper, phone, and in-person modes, as well as technical reporting, cognitive testing, and methodological support for sample design. Some projects may involve clinical biomarker data collection, requiring adherence to strict clinical safety and storage standards. Contractors must maintain a rigorous quality control system, including automated logic simulation testing and live soft-launch pilots. Payment is structured around milestone deliverables and hourly rates for ad hoc services, with all vendors exceeding 25,000 dollars required to enroll in the City's Direct Deposit program. Proposals must be submitted through the PASSPort system by November 6, 2026, at 2:00 p.m. ET. Evaluation is based on a 100-point scale, with 90 points allocated to technical criteria—specifically relevant experience, organizational capability, and the proposed approach—and 10 points for price, which is determined via a hypothetical project scenario. A minimum technical score of 70 points is required for viability. Awardees must comply with various New York City and federal regulations, including the MacBride Principles, ADA standards, and strict cybersecurity and data privacy laws such as HIPAA.
Department Of Health And Mental Hygiene

POSTED

3 days ago

DEADLINE

in about 1 month
View Details
NAICS: 541910
New
International
Market Research Consultant / Tourism StrategistThe City of St. Albert is seeking a Market Research Consultant or Tourism Strategist for a subcontracting role to support visitor economy projects. The selected consultant will be responsible for conducting primary and secondary research to identify visitor origins, demographic characteristics, and travel motivations. This work involves utilizing digital survey tools such as Qualtrics or SurveyMonkey to gather data and analyzing seasonal visitation trends to distinguish between peak and off-peak patterns. The primary deliverables for this engagement include comprehensive Visitor Profiles and detailed Seasonal Visitation Trends analysis. Interested parties must submit their responses by October 29, 2026. This opportunity falls under NAICS code 541910 and is designed to provide critical data insights that will inform the city's tourism and economic strategies.
City of St. Albert

POSTED

3 days ago

DEADLINE

in 25 days
View Details
NAICS: 541910
New
International
St. Albert Visitor Economy Study
Solicitation # RFP-2026-0092
The City of St. Albert issued RFP-2026-0092 on October 1, 2026, seeking qualified consulting firms to conduct a comprehensive Visitor Economy Study. The objective of the study is to quantify and provide a data-driven understanding of the visitor economy to inform future strategic planning and decision making. The selected consultant will identify primary visitor markets, including visitor origins, demographic and behavioural characteristics, travel motivations, and the experiences and attractions that drive visitation. Key deliverables include the preparation of draft and final reports, a presentation of findings to Administration and City Council, and the development of five to ten prioritized strategic recommendations supported by implementation considerations. The contract is anticipated to be executed in November 2026 and will remain in effect until the completion of deliverables, but no later than May 31, 2027. Proposals are due by October 29, 2026, at 2:00 PM and must be submitted electronically through the bidding system. Award selection is based on a multi-stage evaluation where the top-ranked proponent is invited to enter direct contract negotiations. Evaluation criteria are weighted by Project Methodology, Project Management, Workplan and Schedule at 50 points, Pricing at 30 points, and Experience and Qualifications at 20 points. The agreement is governed by the laws of the province of Alberta and the federal laws of Canada.
City of St. Albert

POSTED

3 days ago

DEADLINE

in 25 days
View Details
NAICS: 541910
New
SLED
Survey Data Analysis and ReportingThis subcontract opportunity, titled Survey Data Analysis and Reporting, involves providing specialized data analysis services for guest survey projects at the OC Fair. The selected contractor will be responsible for cleaning raw guest data and utilizing statistical tools such as SPSS, SAS, R, or advanced Excel to identify key trends in guest behavior and satisfaction. To qualify, candidates must possess professional experience in customer experience evaluation. The primary deliverables for this engagement include a comprehensive Final Analysis Report and a Guest Survey Summary. This project is associated with the 32nd DAA in Costa Mesa, California, under NAICS code 541910. Interested parties must submit their responses by the deadline of October 22, 2026.
32nd DAA -Costa Mesa

POSTED

3 days ago

DEADLINE

in 18 days
View Details
NAICS: 541910
New
SLED
Guest Data Collection and Field AdministrationThis subcontract for Guest Data Collection and Field Administration involves providing on-site survey administration for prime contractors during OC Fair guest survey projects. The selected provider will be responsible for managing data collection through the use of QR codes, mobile devices, and tablets to ensure a representative sample of guest feedback is captured. The final deliverable for this engagement is a raw dataset containing all completed guest surveys. The project is managed under the agency 32nd DAA - Costa Mesa in California, falling under NAICS code 541910. All personnel assigned to the project must strictly adhere to Uniform and ID Procedures as well as Megan’s Law Screening and Certification. The solicitation was posted on October 1, 2026, with a response deadline of October 22, 2026.
32nd DAA -Costa Mesa

POSTED

3 days ago

DEADLINE

in 18 days
View Details
NAICS: 541910
New
SLED
Guest Survey
Solicitation # GS-03-26
The 32nd District Agricultural Association is soliciting bid proposals for professional guest survey services at the OC Fair & Event Center. The selected contractor will be responsible for the research planning, design, administration, and analysis of the annual OC Fair Guest Survey. Key requirements include the development of an online quantitative survey optimized for mobile and desktop devices, accessible via QR codes, email, and direct URLs, and compliant with WCAG 2.1 AA accessibility standards. Deliverables consist of a complete survey dataset, visualizations of key performance indicators, and an executive summary featuring actionable recommendations. The contractor must provide a dedicated account representative and a project manager for emergency support during the event. The contract term runs from January 1, 2027, through December 31, 2028, with three optional one-year extensions available at the District's discretion. Bids are due by October 22, 2026, and will be evaluated based on responsiveness, minimum qualifications, and price reasonableness, with a 5% preference for certified Small Businesses and incentives for Disabled Veteran Business Enterprises. The financial proposal requires hourly rates for survey development and administration, with an additional set-aside of up to 10,000 dollars per year for interim event survey services. Award decisions are at the sole discretion of the District, and in the event of a tie, the winner will be determined by a coin toss.
32nd DAA -Costa Mesa

POSTED

3 days ago

DEADLINE

in 18 days
View Details
NAICS: 541910
New
International
Campaign Analytics and Performance ReportingThe Campaign Analytics and Performance Reporting subcontract for the City of Medicine Hat focuses on the tracking, analysis, and reporting of workforce attraction projects. The selected provider will support prime contractors by measuring national awareness levels, sentiment improvement, and qualified conversion actions. Technical execution involves the use of analytics dashboards, CRM integration, and tracking pixels to monitor campaign effectiveness. The scope of work culminates in the delivery of regular performance reports and a comprehensive final analysis detailing sentiment shifts and conversion actions. This opportunity, categorized under NAICS code 541910, was posted on October 1, 2026, with a response deadline of October 22, 2026.
City of Medicine Hat

POSTED

4 days ago

DEADLINE

in 18 days
View Details
NAICS: 541910
Awarded
International
Medway Health & Wellbeing Survey 2026-27
Solicitation # 2026/S 000-093050
Medway Council has awarded a contract to Lake Communications Limited to conduct the Medway Health and Wellbeing Survey 2026-27. This epidemiological survey is designed to identify health trends and needs among residents of Medway through the random selection of approximately 8,200 households. The provider is responsible for visiting all selected households to invite participation, excluding those who have already completed the survey online or opted out. The contract, identified by solicitation number 2026/S 000-093050, has a total value of 137,250 pounds excluding VAT. The project period spans from September 1, 2026, to March 31, 2027. This initiative falls under NAICS code 541910 and is managed by Medway Council, with Mr. Graham Thomas serving as the point of contact.
Medway Council

POSTED

4 days ago

DEADLINE

N/A
View Details
NAICS: 541910
Awarded
International
SE1282 - TGC Econometrics
Solicitation # 2026/S 000-092975
Sport England has awarded contract SE1282 to Wavemaker Limited for econometric modelling to evaluate the impact of the This Girl Can campaign. The project aims to determine how various campaign channels, messages, and activations drive reported action, while also assessing population-level changes in physical activity. A primary focus of the research is to analyze the campaign's effectiveness among inactive lower-socioeconomic women aged 14 to 74, with specific emphasis on Black women, South Asian Muslim women, pregnant women, mothers with children under one, and those aged 55 to 74. The contract is valued at 17,600 pounds excluding VAT, with an estimated performance period running from December 10, 2026, to June 10, 2028, and a potential six-month extension. This initiative follows a 2025 feasibility study designed to test the viability of using econometric modelling to measure outcomes for all women, LSEG women, and the campaign's specific target audiences.
Sport England

POSTED

4 days ago

DEADLINE

N/A
View Details

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