NAICS 541910 Quarterly Industry Report
Marketing Research and Public Opinion Polling
Comprehensive industry research for valuation professionals, business owners, buyers, and lenders
NAICS Code: 541910Sector: Professional, Scientific, and Technical Services (54)Updated: Q1 2026
About This Report
This Fair Market Value report for NAICS 541910 provides detailed industry information including establishment counts, employment figures, and market data. Sources include the Census Bureau[5], Bureau of Labor Statistics, and Small Business Administration. Coverage reflects 2020-2024 economic census data and current SBA classification standards. Information supports business valuation, market assessment, and competitive analysis for marketing research firms.
Industry Snapshot
Key metrics for the marketing research and public opinion polling industry.
NAICS Sector
54
Professional, Scientific, and Technical Services
Industry Definition & Overview
Marketing Research and Public Opinion Polling (NAICS 541910) encompasses establishments primarily engaged in systematically gathering, recording, tabulating, and presenting marketing and public opinion data. This sector includes commercial enterprises that conduct political polling, statistical sampling, audience analysis for traditional and digital media, and market trend assessment. With roughly 3,785 businesses operating in the United States and employing over 79,000 people, the industry generates annual revenues of about $26.6 billion. Per Census Bureau[5] data, about 4,558 establishments operate across the country.
Services include quantitative research through surveys and polling, qualitative research via focus groups and interviews, and secondary research analyzing existing market data. Employment has experienced fluctuations due to technological changes, with automation and software increasingly handling data collection and preliminary analysis tasks. Average firm size is roughly 22 workers generating $7.1 million in annual revenue.
Market participants continue to adapt as organizations adopt new methodologies to gather consumer insights and public sentiment data in an increasingly digital marketplace. Online survey tools and AI-powered analytics have expanded research capabilities while reducing costs for many standard research projects. Mobile-first survey design and social media listening tools represent growing service categories within the sector. Bureau of Labor Statistics[6] data confirms steady demand for skilled researchers who can interpret complex datasets and translate findings into actionable business recommendations.
What's Included in This Industry
- Marketing research firms conducting surveys and consumer behavior analysis
- Public opinion polling organizations measuring sentiment on issues
- Statistical sampling services and data collection methodologies
- Audience analysis for broadcast media and internet platforms
- Internet traffic and audience measurement research services
- Market trend analysis and competitive intelligence services
- Focus group facilitation and qualitative research
- Demographic analysis and customer segmentation studies
- Political polling and sentiment analysis services
- Data tabulation and presentation services
NAICS Classification Hierarchy
| Level | Description | Code |
|---|---|---|
| Sector | Professional, Scientific, and Technical Services | 54 |
| Subsector | Professional, Scientific, and Technical Services | 541 |
| Industry Group | Other Professional, Scientific, and Technical Services | 5419 |
| NAICS Industry | Marketing Research and Public Opinion Polling | 54191 |
| National Industry | Marketing Research and Public Opinion Polling | 541910 |
Related NAICS Codes
| Code | Description | Relationship |
|---|---|---|
| 541613 | Marketing Consulting Services | Marketing Consulting Services provides strategic marketing advice and consulting to businesses, complementing market research data with interpretation and recommendations for marketing strategy. |
| 541810 | Advertising Agencies | Advertising Agencies create and place advertising campaigns using market research data to develop targeted messaging that reaches identified consumer segments and audiences. |
| 541890 | Other Services Related to Advertising | Other Services Related to Advertising includes supporting advertising services and specialized marketing support that complements core marketing research and polling activities. |
| 519290 | Web Search Portals and All Other Information Services | Web Search Portals and All Other Information Services provide data aggregation and information services that may overlap with market research data collection and analysis methodologies. |
| 541720 | Research and Development in the Social Sciences and Humanities | Research and Development in Social Sciences and Humanities conducts academic and institutional research on social behavior and public opinion for government and nonprofit organizations. |
| 541611 | Administrative Management and General Management Consulting Services | Administrative Management Consulting Services provide broader business strategy and operational advice that integrates market research findings into organizational decision-making processes. |
Geographic Concentration
Top states by share of national establishments.
| # | State | % Est. | Total Est. |
|---|---|---|---|
| 1 | California | 16.4% | 743 |
| 2 | New York | 9.2% | 415 |
| 3 | Texas | 7.7% | 349 |
| 4 | Florida | 7.5% | 338 |
| 5 | Illinois | 5.3% | 238 |
| 6 | Pennsylvania | 4.0% | 179 |
| 7 | New Jersey | 3.4% | 153 |
| 8 | Massachusetts | 3.1% | 142 |
| 9 | Georgia | 3.1% | 139 |
| 10 | Ohio | 3.0% | 135 |
% Of Establishments
0%
16%
Source: County Business Patterns, U.S. Census Bureau[3]
SBA Lending Summary
272
Total SBA Loans
$142.2M
Total Loan Volume
$523K
Average Loan Size
10 yrs
Average Loan Term
11.11%
Average Interest Rate
3,424
Jobs Supported
Source: SBA 7(a) Program Data, U.S. Small Business Administration — FY 2025[4]
Key Insight: Per SBA size standards[7], NAICS 541910 has a threshold of $22.5 million in average annual receipts over five fiscal years. This benchmark determines small business eligibility for SBA programs, loans, and set-aside contracts specifically for marketing research and public opinion polling establishments. Eligible businesses can access SBA 7(a) loans[8] for working capital, equipment, and acquisition financing, while 504 loans[9] support major fixed-asset purchases including real estate and heavy machinery.
Top SBA Lenders
| # | Lender | Loans | Volume | Avg Loan |
|---|---|---|---|---|
| 1 | Community Bank & Trust-West Georgia | 8 | $40.0M | $5.0M |
| 2 | Bank of Clarke | 16 | $39.9M | $2.5M |
| 3 | Northeast Bank | 88 | $17.4M | $198K |
| 4 | Readycap Lending, LLC | 56 | $11.8M | $210K |
| 5 | SouthState Bank, National Association | 8 | $9.4M | $1.2M |
Frequently Asked Questions
Common questions about this industry.
What services does NAICS 541910 cover?
NAICS 541910 covers establishments primarily engaged in systematically gathering, recording, tabulating, and presenting marketing and public opinion data. Services include political polling[10], statistical sampling, audience analysis, market research, and public sentiment surveys.
What is the SBA size standard for NAICS 541910?
Per SBA standards[7], the threshold is $22.5 million in average annual receipts. Businesses under this level qualify as small businesses for federal contracting programs and SBA loan programs.
How many establishments are in the marketing research industry?
Per Census Bureau[5] data, about 3,785 businesses operate in NAICS 541910, with a total of 4,558 establishments nationwide. The industry employs over 79,000 people with an average hourly wage near $50.
What are the main types of market research services?
Market research services include quantitative research through surveys and polls, qualitative research via focus groups and interviews, secondary research analyzing existing data, audience measurement for media, demographic analysis, competitive intelligence, and customer segmentation studies.
How does NAICS 541910 differ from advertising agencies?
NAICS 541910 focuses on gathering, analyzing, and interpreting data to provide insights, while NAICS 541810[10] (Advertising Agencies) creates advertising campaigns and places advertising in media. Research firms provide data that agencies use to develop campaigns.
What industry trends affect this sector?
Technology and automation significantly impact the industry, with software and AI increasingly handling data collection, analysis, and preliminary reporting. Online survey tools and automated platforms reduce demand for traditional research staff while creating opportunities for firms specializing in data interpretation.
What are average revenue and employment figures?
The average marketing research firm operates a single location, employs about 22 workers, and generates $7.1 million in annual revenue. Total industry revenue reaches about $26.6 billion with employment of over 79,000 people.
Are there related professional services industries?
Yes, related industries include NAICS 541613 (Marketing Consulting), NAICS 541810 (Advertising Agencies), NAICS 541890 (Other Advertising Services), and NAICS 541611 (General Management Consulting). These complement marketing research with strategic consultation and campaign execution.
Sources & References
Government datasets and editorial sources used in this report.
- [1]U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages bls.gov
- [2]U.S. Census Bureau, Economic Census census.gov
- [3]U.S. Census Bureau, County Business Patterns census.gov
- [4]U.S. Small Business Administration, SBA 7(a) Loan Program Data data.sba.gov
- [5]Census Bureau data.census.gov
- [6]Bureau of Labor Statistics bls.gov
- [7]SBA size standards sba.gov
- [8]SBA 7(a) loans sba.gov
- [9]504 loans sba.gov
- [10]political polling census.gov
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