NAICS 54191: Marketing Research and Public Opinion Polling
NAICS industry
Code facts
- Part of
-
-
54
-
541
- 5419
-
541
-
54
- Codes under it
- 1
- Contract awards
- 127 In the last 12 months
- Contract obligations
- $190,632,768 In FY2025
NAICS codes and definitions come from the U.S. Census Bureau, size standards from the SBA and contract spending from SAM.gov/FPDS.
Contract obligations by fiscal year
| Fiscal year | Obligated |
|---|---|
| FY2027 To date | -$1,979,976 |
| FY2026 | $231,838,207 |
| FY2025 | $190,632,768 |
| FY2024 | $229,093,860 |
| FY2023 | $313,043,400 |
Top contractors by obligations
| Rank | Contractor | Obligated, FY2026–FY2027 | Share |
|---|---|---|---|
| 1 | National Opinion Research Center | $47,548,035 | |
| 2 | Westat, Inc. | $43,712,433 | |
| 3 | Ipsos Public Affairs, LLC | $24,854,486 | |
| 4 | Gritter - Francona, Inc. | $13,676,091 | |
| 5 | Dix-Gra, Inc. | $10,748,178 | |
| 6 | Research Triangle Institute | $8,356,813 | |
| 7 | Ignited LLC | $7,118,625 | |
| 8 | Lumina Corps Inc. | $6,574,547 | |
| 9 | Kynetec USA Inc. | $5,428,033 | |
| 10 | Gallup, Inc. | $5,095,704 |
See the full FY2025 ranking of NAICS 54191 contractors, by parent company.
Top funding agencies by obligations
| Rank | Agency | Obligated, FY2026–FY2027 | Share |
|---|---|---|---|
| 1 | Department of Health and Human Services | $121,545,915 | |
| 2 | Department of Labor | $33,848,760 | |
| 3 | Department of Veterans Affairs | $28,464,104 | |
| 4 | Department of Commerce | $13,193,503 | |
| 5 | Department of State | $10,982,902 | |
| 6 | Department of Transportation | $7,867,103 | |
| 7 | Department of Agriculture | $4,792,629 | |
| 8 | Department of Homeland Security | $4,221,355 | |
| 9 | Defense Human Resources Activity | $3,966,565 | |
| 10 | Department of the Treasury | $1,536,963 |
Top PSC codes by obligations
| Rank | PSC code | Obligated, FY2026–FY2027 | Share |
|---|---|---|---|
| 1 | R422 Market Research and Public Opinion Services (includes telephone and field interviews, focus testing, and surveys) | $122,411,427 | |
| 2 | R702 Data Collection Services | $35,047,212 | |
| 3 |
R408 Program Management/ |
$20,427,007 | |
| 4 | B506 Data Analysis (other than scientific) | $9,795,384 | |
| 5 | R701 Advertising Services | $8,097,366 | |
| 6 | R708 Public Relations Services(includes writing services, event planning and management, media relations, radio and television analysis, and press services) | $7,576,107 | |
| 7 |
DA01 IT and Telecom – Business Application/ |
$6,776,244 | |
| 8 |
DD01 IT and Telecom – Service Delivery Support Services: ITSM, Operations Center, Project/ |
$4,861,175 | |
| 9 | U002 Personnel Testing | $4,521,746 | |
| 10 | R405 Operations Research and Quantitative Analysis Services | $4,227,018 |
Contract obligations by state
| Rank | Place of performance | Obligated, last 12 months | Share |
|---|---|---|---|
| 1 | Maryland | $98,386,516 | |
| 2 | Illinois | $48,676,281 | |
| 3 | District of Columbia | $32,653,547 | |
| 4 | Virginia | $16,458,075 | |
| 5 | Georgia | $14,457,913 | |
| 6 | California | $7,776,123 | |
| 7 | Minnesota | $4,531,546 | |
| 8 | Florida | $2,511,559 | |
| 9 | New York | $2,209,409 | |
| 10 | Pennsylvania | $1,432,982 | |
| 11 | Missouri | $1,043,033 | |
| 12 | Wisconsin | $676,751 | |
| 13 | South Dakota | $443,700 | |
| 14 | North Carolina | $304,650 | |
| 15 | Oregon | $250,000 | |
| 16 | Rhode Island | $136,434 | |
| 17 | Massachusetts | $111,181 | |
| 18 | Arkansas | $82,555 | |
| 19 | Michigan | $54,348 | |
| 20 | South Carolina | $45,204 | |
| 21 | Ohio | $20,000 | |
| 22 | Montana | $6,260 |
Show all 22
Shares are of everything obligated under NAICS 54191 in the last 12 months before deobligations, including work performed abroad or with no place of performance on record.
Contract opportunities
Show 39 more
Latest 49 of 1,686 listed here. See the rest on GovTribe.
Codes under 54191
| NAICS code | Size standard |
|---|---|
| 541910 Marketing Research and Public Opinion Polling | $22.5 million in average annual receipts |
Definition
This industry comprises establishments primarily engaged in systematically gathering, recording, tabulating, and presenting marketing and public opinion data.
Illustrative examples
- Broadcast media rating services
- Marketing analysis services
- Marketing research services
- Opinion research services
- Political opinion polling services
- Public opinion polling services
- Public opinion research services
- Sampling services, statistical
Quick answers
What is NAICS 54191?
NAICS 54191 is Marketing Research and Public Opinion Polling, a NAICS industry in NAICS 54, Professional, Scientific, and Technical Services.
What is the NAICS code for opinion research services?
The NAICS code for opinion research services is 541910, Marketing Research and Public Opinion Polling. Its SBA small business size standard is $22.5 million in average annual receipts.
What is the NAICS code for marketing analysis services?
The NAICS code for marketing analysis services is 541910, Marketing Research and Public Opinion Polling. Its SBA small business size standard is $22.5 million in average annual receipts.
What is the NAICS code for broadcast media rating services?
The NAICS code for broadcast media rating services is 541910, Marketing Research and Public Opinion Polling. Its SBA small business size standard is $22.5 million in average annual receipts.
What codes are under NAICS 54191?
NAICS 54191 has one code under it with its own GovTribe page, 541910 Marketing Research and Public Opinion Polling.
How much do federal agencies spend under NAICS 54191?
Federal contracts under NAICS 54191 obligated $190,632,768 in fiscal year 2025 and $962,628,259 in fiscal years 2023 through 2027.
Who are the largest contractors under NAICS 54191?
The contractors with the most obligated under NAICS 54191 in fiscal years 2026 and 2027 are National Opinion Research Center ($47,548,035); Westat, Inc. ($43,712,433); and Ipsos Public Affairs, LLC ($24,854,486).
Which agencies buy the most under NAICS 54191?
The agencies that obligated the most under NAICS 54191 in fiscal years 2026 and 2027 are Department of Health and Human Services ($121,545,915), Department of Labor ($33,848,760) and Department of Veterans Affairs ($28,464,104).
Which PSC codes are used with NAICS 54191?
The PSC codes with the most obligated under NAICS 54191 in fiscal years 2026 and 2027 are R422 Market Research and Public Opinion Services (includes telephone and field interviews, focus testing, and surveys); R702 Data Collection Services; and R408 Program Management/
Where is the work under NAICS 54191 performed?
By place of performance, the states with the most contract obligations under NAICS 54191 over the last 12 months are Maryland ($98,386,516), Illinois ($48,676,281) and the District of Columbia ($32,653,547).
What is the latest contract opportunity under NAICS 54191?
The latest contract opportunity under NAICS 54191 is Business Contact and Firmographics Data, special notice from US Census Bureau, posted October 20, 2026.
On GovTribe
See everything under NAICS 54191
- Federal contract opportunities, awards and IDVs under this code
- Funding analysis by contractor, agency and set-aside
- Contacts who buy under this code
- Ask GovTribe AI about this code