Marketing Research and Public Opinion Polling

NAICS 541910 (Marketing Research and Public Opinion Polling) encompasses professional services focused on systematically gathering, analyzing, and interpreting public opinion, consumer attitudes, and market insights through surveys, polling, focus groups, and other research methodologies. These services are designed to help organizations understand sentiment, perceptions, and behaviors across diverse populations, utilizing scientific sampling techniques, questionnaire design, data collection, and statistical analysis. The research can cover topics ranging from consumer preferences and product feedback to public policy attitudes and social trend assessments.

The federal contract awards under this NAICS code demonstrate significant diversity, with contract values ranging from approximately $25,000 to nearly $12 million. Frequently awarded entities include Naxion Inc., Gallup, Inc., Press Ganey Associates, and YouGov, with the United States Mint, Centers for Disease Control and Prevention, and U.S. Agency for Global Media emerging as prominent funding agencies. Many awards are firm fixed-price contracts with performance periods spanning one to five years. Contracts are typically not set aside, though some opportunities do target small businesses, veteran-owned businesses, or specific socioeconomic categories. Common places of performance include Washington, DC, and various locations across the United States, with some international research conducted remotely.

Recent federal contract opportunities demonstrate a wide range of research requirements across multiple agencies. The National Science Foundation seeks a contractor to reshape public perceptions of engineering, the Department of Veterans Affairs requires patient satisfaction survey services, and the Department of State is soliciting public opinion polling in locations such as Panama, Singapore, and Jordan. These opportunities seek survey design, data collection, analysis, and reporting services, with sample sizes ranging from 1,000 to nationwide populations. Requested research topics include healthcare experiences, public diplomacy, social attitudes, cardiovascular health outcomes, and geopolitical perceptions. Most opportunities are unrestricted and target firms with proven expertise in survey research, data analysis, and comprehensive reporting.