Federal Capture Intelligence

Top DoD marketing research and public opinion polling contractors (NAICS 541910)

Contract actions: October 1, 2021 – October 23, 2026 Updated October 24, 2026 Department of Defense agency guide NAICS 541910 · Marketing Research and Public Opinion Polling
Latest 12 months
$5.5M
Net obligations · Down $3.1M vs. $8.6M preceding
Prime contractors
11
With positive obligations in the latest 12 months

Research the DoD federal contracting market for marketing research and public opinion polling under NAICS 541910. Compare top federal contractors and market share, reported contract obligations and spending trends, funding-office attribution, recent award activity, and contract types, competition, and procurement methods.

Contract obligation trends for Marketing Research and Public Opinion Polling at the Department of Defense

Federal records show $56.3M in net obligations across 175 awards in Marketing Research and Public Opinion Polling at the Department of Defense from Oct 1, 2021 through Oct 23, 2026. This market accounts for 0.0025% of $2.3T in agency-wide net prime contract obligations over the period shown. Latest 12-month net obligations decreased 36.0% from $8.6M to $5.5M. 2 prime contractors accounted for at least 80% of positive obligations in that latest period.

Fiscal-year activity

FY27 is year-to-date through Oct 23, 2026; earlier years show complete fiscal-year totals.

FY27 year-to-date: $0 versus $0 through the same date in FY26 (Not comparable).
Net obligations · complete fiscal yearNet obligations · FY27 YTDContract actions
View fiscal-year data table
Fiscal yearNet obligationsContract actionsCoverage
FY2022$14.6M94Complete
FY2023$19.3M81Complete
FY2024$8.2M76Complete
FY2025$8.6M54Complete
FY2026$5.5M28Complete

Market at a glance

All reported prime contract awards
All-period net obligations
$56.3M
175 awards · 52 prime contractors
Latest 12-month movement
−36.0%
$5.5M vs. $8.6M
Leading eight prime share
99.3%
Share held by the eight leading prime contractors in the latest 12 months
View agency share, denominators, and set-aside reporting
Agency context
0.0025% of $2.3T in agency-wide net obligations.
Set-aside share when reported
14.9% of 74 awards with reported set-aside status.
Set-aside reporting
11 set aside · 63 no set-aside · 101 not reported

What changed in the last 12 months?

Oct 24, 2025–Oct 23, 2026, compared with Oct 24, 2024–Oct 23, 2025.

Competitive shifts

DATA RECOGNITION CORPORATION gained the most market share
62.3%→70.4%+8.1 percentage points
The contractor now ranks #1 by positive obligations, based on 14 reported actions.
DATA RECOGNITION CORPORATION had the largest decline in reported obligations
$5.4M→$4.0M−$1.4M
The contractor now ranks #1 by positive obligations and accounts for 70.4% of positive obligations, based on 14 reported actions.

Buyer demand

Reported obligations through DEFENSE HUMAN RESOURCES ACTIVITY decreased
$5.3M→$4.1M−$1.2M
Latest-period activity spans 9 awards across 1 prime contractor.

Market structure

Top-five contractor share increased
87.1%→97.2%+10.1 percentage points
Contractors outside the top five now account for 2.8% of positive obligations.
How these findings are calculated

Findings are selected from matched-period changes in obligations, share, rank, funding offices, concentration, reported set-asides, material award actions, and agency-peer outliers. Related signals are combined, and only material evidence-backed changes are shown. Review the full methodology.

Federal contract obligations by funding office

See how positive obligations were attributed across funding offices in the 12 months ending Oct 23, 2026.

71.2% of positive obligations were attributed to DEFENSE HUMAN RESOURCES ACTIVITY. That represents $4.1M, down $1.2M from the preceding 12 months.

Latest 12-month share of positive obligations; the gray segment represents all other reported offices.

  1. DEFENSE HUMAN RESOURCES ACTIVITY71.2% · $4.1M · down $1.2M
  2. CHINFO FIELD OFFICE17.3% · $1.0M · up $29K
  3. NAVAL AIR WARFARE CENTER2.8% · $161K · up $92K
  4. DLA HEADQUARTERS J7 ACQUISITION2.4% · $140K · down $141K
  5. NAVAL WAR COLLEGE2.4% · $136K · up $6K
  6. All other reported offices4.0% of positive obligations
View reported office rankings, comparisons, and evidence

USAspending assigns each award to a funding office. That office may differ from the requiring activity, program office, contracting office, individual buyer, or actual customer.

  1. Reported funding office

    DEFENSE HUMAN RESOURCES ACTIVITY

    #1Rank unchanged

    Latest 12 months

    $4.1M

    71.2% of positive obligations

    Versus preceding 12 months

    −$1.2M

    1 active prime contractor · 9 awards

    View office comparison and evidence

    Reported obligations decreased 22.3% from $5.3M to $4.1M. The office’s share of positive obligations moved from 61.3% to 71.2%, a change of +9.9 percentage points.

    The latest period contains 11 actions across 9 awards. The preceding period contained 1 active prime contractor and 4 awards.

    Leading award-level changes

  2. Reported funding office

    CHINFO FIELD OFFICE

    #2Rank unchanged

    Latest 12 months

    $1.0M

    17.3% of positive obligations

    Versus preceding 12 months

    +$29K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 3.0% from $971K to $1.0M. The office’s share of positive obligations moved from 11.2% to 17.3%, a change of +6.1 percentage points.

    The latest period contains 2 actions across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  3. Reported funding office

    NAVAL AIR WARFARE CENTER

    #3Up 9 from #12

    Latest 12 months

    $161K

    2.8% of positive obligations

    Versus preceding 12 months

    +$92K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 133.9% from $69K to $161K. The office’s share of positive obligations moved from 0.80% to 2.8%, a change of +2.0 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 1 active prime contractor and 2 awards.

    Leading award-level changes

  4. Reported funding office

    DLA HEADQUARTERS J7 ACQUISITION

    #4Up 2 from #6

    Latest 12 months

    $140K

    2.4% of positive obligations

    Versus preceding 12 months

    −$141K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations decreased 50.2% from $281K to $140K. The office’s share of positive obligations moved from 3.3% to 2.4%, a change of −0.8 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  5. Reported funding office

    NAVAL WAR COLLEGE

    #5Up 4 from #9

    Latest 12 months

    $136K

    2.4% of positive obligations

    Versus preceding 12 months

    +$6K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 5.0% from $130K to $136K. The office’s share of positive obligations moved from 1.5% to 2.4%, a change of +0.9 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  6. Reported funding office

    W6WC OCAEM

    #6Down 3 from #3

    Latest 12 months

    $71K

    1.2% of positive obligations

    Versus preceding 12 months

    −$356K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations decreased 83.3% from $427K to $71K. The office’s share of positive obligations moved from 4.9% to 1.2%, a change of −3.7 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  7. Reported funding office

    F1AF1T SAF CDM

    #7New to the positive-obligation ranking

    Latest 12 months

    $50K

    0.86% of positive obligations

    Versus preceding 12 months

    +$50K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations rose from $0 to $50K. The office’s share of positive obligations moved from 0% to 0.86%, a change of +0.9 percentage points.

    The latest period contains 1 action across 1 award and 1 newly active prime contractor. The preceding period contained 0 active prime contractors and 0 awards.

  8. Reported funding office

    NATIONAL DEFENSE UNIVERSITY

    #8Up 5 from #13

    Latest 12 months

    $40K

    0.69% of positive obligations

    Versus preceding 12 months

    +$1K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 2.8% from $39K to $40K. The office’s share of positive obligations moved from 0.45% to 0.69%, a change of +0.2 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  9. Reported funding office

    NAVSEA HQ

    #9Up 5 from #14

    Latest 12 months

    $30K

    0.52% of positive obligations

    Versus preceding 12 months

    +$1K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 4.3% from $29K to $30K. The office’s share of positive obligations moved from 0.34% to 0.52%, a change of +0.2 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  10. Reported funding office

    COMMANDING OFFICER (M54900)

    #10Up 6 from #16

    Latest 12 months

    $18K

    0.30% of positive obligations

    Versus preceding 12 months

    +$0

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 0.0% from $18K to $18K. The office’s share of positive obligations moved from 0.20% to 0.30%, a change of +0.1 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  11. Reported funding office

    SAF PA

    #12Down 7 from #5

    Latest 12 months

    $6K

    0.11% of positive obligations

    Versus preceding 12 months

    −$303K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations decreased 98.0% from $309K to $6K. The office’s share of positive obligations moved from 3.6% to 0.11%, a change of −3.5 percentage points.

    The latest period contains 1 action across 1 award. The preceding period contained 2 active prime contractors and 2 awards.

  12. Reported funding office

    DEFENSE SUICIDE PREVENTION OFFICE

    No positive-obligation rank

    Latest 12 months

    $0

    0% of positive obligations

    Versus preceding 12 months

    +$23K

    0 active prime contractors · 0 awards

    View office comparison and evidence

    Reported obligations moved from $23K in net deobligations to $0 in net obligations. The office’s share of positive obligations moved from 0% to 0%, a change of 0.0 percentage points.

    The latest period contains 0 actions across 0 awards. The preceding period contained 1 active prime contractor and 1 award.

  13. Reported funding office

    DEFENSE COMMISSARY AGENCY

    No positive-obligation rank

    Latest 12 months

    $0

    0% of positive obligations

    Versus preceding 12 months

    −$266K

    0 active prime contractors · 0 awards

    View office comparison and evidence

    Reported obligations decreased 100.0% from $266K to $0. The office’s share of positive obligations moved from 3.1% to 0%, a change of −3.1 percentage points.

    The latest period contains 0 actions across 0 awards. The preceding period contained 1 active prime contractor and 1 award.

  14. Reported funding office

    COMMANDING OFFICER (M00086)

    No positive-obligation rank

    Latest 12 months

    $0

    0% of positive obligations

    Versus preceding 12 months

    −$357K

    0 active prime contractors · 0 awards

    View office comparison and evidence

    Reported obligations decreased 100.0% from $357K to $0. The office’s share of positive obligations moved from 4.1% to 0%, a change of −4.1 percentage points.

    The latest period contains 0 actions across 0 awards. The preceding period contained 1 active prime contractor and 3 awards.

Contract types, competition, and procurement methods

From Oct 24, 2025 through Oct 23, 2026, 17 awards had positive obligations totaling $5.8M. Negotiated Proposal/Quote was the leading reported procedure, accounting for 56.0% of positive obligations. Awards with a reported parent IDV accounted for 76.5%.

Leading award type
76.5%
Delivery Order
Leading reported procedure
56.0%
Negotiated Proposal/Quote
Reported parent IDV
76.5%
of positive obligations had a reported parent IDV
Median reported offers
1
9 of 17 awards reported offers

Buying method changes

Compared with Oct 24, 2024–Oct 23, 2025. Based on 17 current awards and 25 preceding awards with positive net obligations.

Negotiated Proposal/Quote obligation share
56.0%
Down from 71.2% in the preceding period
How to read these changes

Directional color and the Up or Down labels show historical movement only. Green does not mean favorable and red does not mean unfavorable; neither predicts a future procurement method.

Same-NAICS comparison

Compared with the NAICS 541910 peer median, parent-IDV obligation share is 26.9 percentage points higher, reported full-and-open obligation share is 28.3 percentage points higher, delivery-order obligation share is 44.1 percentage points higher, and median positive award obligations are 5.8% higher.

MeasureThis marketPeer medianDifference
Parent-IDV obligation share76.5%49.6%+26.9 pts
Reported full-and-open obligation share58.7%30.4%+28.3 pts
Delivery-order obligation share76.5%32.5%+44.1 pts
Median positive award obligations$136K$129K+5.8%
Peer cohort and comparison limits

The peer median gives each of the 3 eligible agency markets equal weight. The included agency markets are:

Agency mission, scale, and acquisition context can differ. Peer position does not establish market attractiveness or predict a future procurement method.

View buying-method details and data coverage

Award types

Reported valueAwardsPositive obligationsShare
Delivery Order(C)9$4.4M76.5%
Definitive Contract(D)3$1.1M18.8%
Purchase Order(B)5$274K4.7%

Reported parent-award types

Reported valueAwardsPositive obligationsShare
IDC(B)8$4.3M73.7%
FSS(C)1$161K2.8%
Not reported8$1.4M23.5%

Single- or multiple-award parent structure

Reported valueAwardsPositive obligationsShare
Single Award(S)8$4.3M73.7%
Multiple Award(M)1$161K2.8%
Not reported8$1.4M23.5%

Solicitation procedures

Reported valueAwardsPositive obligationsShare
Negotiated Proposal/Quote(NP)3$3.2M56.0%
Simplified Acquisition(SP1)4$1.1M18.7%
Np(NEGOTIATED PROPOSAL/QUOTE)4$883K15.3%
Only One Source(SSS)4$275K4.8%
Subject to Multiple Award Fair Opportunity(MAFO)1$161K2.8%
Sss(ONLY ONE SOURCE)1$140K2.4%

Extent competed

Reported valueAwardsPositive obligationsShare
Full and Open Competition(A)3$3.4M58.7%
Not Competed Under SAP(G)4$1.1M18.7%
A(FULL AND OPEN COMPETITION)4$883K15.3%
Not Competed(C)4$275K4.8%
B(NOT AVAILABLE FOR COMPETITION)1$140K2.4%
Full and Open Competition After Exclusion of Sources(D)1$6K0.11%

Fair-opportunity and limited-source reporting

Reported valueAwardsPositive obligationsShare
Fair Opportunity Given(FAIR)1$161K2.8%
Not reported16$5.6M97.2%

Other-than-full-and-open reasons

Reported valueAwardsPositive obligationsShare
SAP Non-Competition (FAR 13)(SP2)3$1.1M18.2%
Only One Source-Other (FAR 6.302-1 Other)(ONE)3$225K3.9%
Authorized by Statute (FAR 6.302-5(A)(2)(I))(OTH)2$170K2.9%
Brand Name Description (FAR 6.302-1(C))(BND)1$50K0.86%
Not reported8$4.3M74.1%

Contract pricing types

Reported valueAwardsPositive obligationsShare
Firm Fixed Price(J)12$4.8M82.3%
J(FIRM FIXED PRICE)5$1.0M17.7%

Product or Service Codes

Reported valueAwardsPositive obligationsShare
Support- Professional: Operations Research/Quantitative Analysis(R405)6$4.1M71.2%
Support- Professional: Market Research/Public Opinion(R422)4$1.2M20.6%
Education/Training- Other(U099)1$161K2.8%
Support- Management: Contract/Procurement/Acquisition Support(R707)1$140K2.4%
Support- Administrative: Other(R699)1$71K1.2%
IT and Telecom - Business Application Software (Perpetual License Software)(7A21)1$40K0.69%
Other reported values3$62K1.1%

Awarding subagencies

Reported valueAwardsPositive obligationsShare
Federal Acquisition Service(4732)7$4.3M73.6%
Department of the Navy(1700)6$1.4M23.9%
Department of the Army(2100)1$71K1.2%
Department of the Air Force(5700)3$70K1.2%

Awarding offices

Reported valueAwardsPositive obligationsShare
GSA Fas Aas Region 9(47QFPA)6$4.1M71.2%
Navsup Flt Log Ctr Norfolk(N00189)3$1.2M20.3%
Naval Air Warfare Center(N68936)1$161K2.8%
GSA Fas Aas Region 4(47QFSA)1$140K2.4%
W6qm Micc-Ft Knox(W9124D)1$71K1.2%
Fa7146 Saf Oc Pk(FA7146)1$50K0.86%
Other reported values4$68K1.2%

Reported parent IDVs

Reported valueAwardsPositive obligationsShare
47QFPA24D0001(4732)6$4.1M71.2%
47QRAA19D003U(4732)1$161K2.8%
47QFSA22D0001(4732)1$140K2.4%
FA701422D0017(9700)1$6K0.11%
Not reported8$1.4M23.5%

Offers, award size, and timing

Median reported offers
1 median
9 reported · 8 not reported
Positive award obligations
$136K median
$30K–$151K middle 50%
Reported performance period
367 days (~12 months) median
17 reported · 0 not reported

Calculations group latest-period actions by award, retain awards with positive net obligations for share denominators, and use each award's latest reported USAspending procurement fields as of Oct 23, 2026. Blank competition, pricing, PSC, or parent-IDV values remain not reported; they are not inferred. Offer counts must be positive and below the FPDS 999 placeholder. Awarding organizations can differ from the funding agency that defines this page.

Top federal contractors

Latest 12-month market share, concentration, and complete prime contractor rankings across the period shown.

Prime contractor concentration
2 of 11prime contractors account for at least 80% of positive obligations in the last 12 months
Largest prime contractor
70.4%of positive obligations in the last 12 months
Leading four prime contractors
95.9%of positive obligations in the last 12 months
Leading eight prime contractors
99.3%of positive obligations in the last 12 months

Based on $5.6M in positive obligations during the 12 months ending Oct 23, 2026. Individual shares and movement appear in the searchable rankings below. Movement compares with Oct 24, 2024–Oct 23, 2025.

Last 12mo obligation volume: Highest positive obligations first; net deobligations follow by magnitude; contractors with no activity in the last 12 months follow by all-period obligations. Ranks use the complete contractor list and remain fixed when search narrows the results.

15 leading contractors
  1. #1

    Last 12mo obligations

    $4.0M

    70.4%

    Dollar movement

    −$1.4M

    vs. prior 12 months

    Last 12mo awards

    12 awards

    14 actions

    Historical and award details for DATA RECOGNITION CORPORATION
    Obligations: prior → latest
    $5.4M → $4.0M
    −26.2%
    Share: prior → latest
    62.3% → 70.4%
    +8.1 percentage points
    All-period obligations
    $23.3M
    41.3% of all-period positive obligations · 50 awards
    Recorded activity
    Since Nov 29, 2021
    through Sep 25, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported1211
    Reported small business00
    All-period set-aside types

    None reported.

  2. #2

    Last 12mo obligations

    $1.2M

    20.6%

    Dollar movement

    +$112K

    vs. prior 12 months

    Last 12mo awards

    2 awards

    3 actions

    Historical and award details for GALLUP, INC.
    Obligations: prior → latest
    $1.0M → $1.2M
    +10.7%
    Share: prior → latest
    12.2% → 20.6%
    +8.4 percentage points
    All-period obligations
    $2.8M
    5.0% of all-period positive obligations · 12 awards
    Recorded activity
    Since Oct 28, 2021
    through Jan 28, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside13
    Not reported12
    Reported small business00
    All-period set-aside types

    None reported.

  3. #3

    Last 12mo obligations

    $140K

    2.5%

    Dollar movement

    −$141K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for PUBLIC SPEND FORUM LLC
    Obligations: prior → latest
    $281K → $140K
    −50.2%
    Share: prior → latest
    3.3% → 2.5%
    −0.8 percentage points
    All-period obligations
    $2.4M
    4.3% of all-period positive obligations · 5 awards
    Recorded activity
    Since Apr 28, 2022
    through Aug 28, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported12
    Reported small business12
    All-period set-aside types

    None reported.

  4. #4

    Last 12mo obligations

    $136K

    2.4%

    Dollar movement

    +$6K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for THE HANOVER RESEARCH COUNCIL LLC
    Obligations: prior → latest
    $130K → $136K
    +5.0%
    Share: prior → latest
    1.5% → 2.4%
    +0.9 percentage points
    All-period obligations
    $615K
    1.1% of all-period positive obligations · 2 awards
    Recorded activity
    Since Feb 10, 2022
    through Mar 3, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  5. #5

    Last 12mo obligations

    $71K

    1.3%

    Dollar movement

    −$356K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for SERCO INC
    Obligations: prior → latest
    $427K → $71K
    −83.3%
    Share: prior → latest
    5.0% → 1.3%
    −3.7 percentage points
    All-period obligations
    $498K
    0.88% of all-period positive obligations · 1 award
    Recorded activity
    Since May 23, 2025
    through Apr 22, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  6. #6

    Last 12mo obligations

    $50K

    0.89%

    Dollar movement

    +$50K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for IDTECHEX, INC.
    Obligations: prior → latest
    $0 → $50K
    Not comparable
    Share: prior → latest
    0% → 0.89%
    +0.9 percentage points
    All-period obligations
    $50K
    0.090% of all-period positive obligations · 1 award
    Recorded activity
    Since Apr 20, 2026
    through Apr 20, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside10
    Not reported00
    Reported small business10
    All-period set-aside types

    None reported.

  7. #7

    Last 12mo obligations

    $40K

    0.71%

    Dollar movement

    +$1K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for IBISWORLD, INC.
    Obligations: prior → latest
    $39K → $40K
    +2.8%
    Share: prior → latest
    0.45% → 0.71%
    +0.3 percentage points
    All-period obligations
    $116K
    0.21% of all-period positive obligations · 1 award
    Recorded activity
    Since Apr 5, 2024
    through Jan 22, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  8. #8

    Last 12mo obligations

    $30K

    0.54%

    Dollar movement

    +$1K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for IHS GLOBAL INC
    Obligations: prior → latest
    $29K → $30K
    +4.3%
    Share: prior → latest
    0.34% → 0.54%
    +0.2 percentage points
    All-period obligations
    $59K
    0.10% of all-period positive obligations · 1 award
    Recorded activity
    Since Mar 13, 2025
    through Mar 13, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  9. #9

    Last 12mo obligations

    $18K

    0.31%

    Dollar movement

    $0

    no change vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for CUT TIME LLC
    Obligations: prior → latest
    $18K → $18K
    +0.0%
    Share: prior → latest
    0.20% → 0.31%
    +0.1 percentage points
    All-period obligations
    $85K
    0.15% of all-period positive obligations · 3 awards
    Recorded activity
    Since Jul 20, 2022
    through Mar 26, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business11
    All-period set-aside types
    • 1 · Total small business
  10. #10

    Last 12mo obligations

    $14K

    0.24%

    Dollar movement

    $0

    no change vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for ANTHOLOGY INC
    Obligations: prior → latest
    $14K → $14K
    +0.0%
    Share: prior → latest
    0.16% → 0.24%
    +0.1 percentage points
    All-period obligations
    $68K
    0.12% of all-period positive obligations · 1 award
    Recorded activity
    Since Apr 21, 2022
    through Mar 26, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business11
    All-period set-aside types

    None reported.

  11. #11

    Last 12mo obligations

    $6K

    0.11%

    Dollar movement

    −$303K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for BARBARICUM LLC
    Obligations: prior → latest
    $309K → $6K
    −98.0%
    Share: prior → latest
    3.6% → 0.11%
    −3.5 percentage points
    All-period obligations
    $2.0M
    3.6% of all-period positive obligations · 4 awards
    Recorded activity
    Since Sep 29, 2022
    through Dec 3, 2025

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported11
    Reported small business11
    All-period set-aside types

    None reported.

  12. #12

    Last 12mo obligations

    −$114K

    0%

    Dollar movement

    −$114K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for BOOZ ALLEN HAMILTON INC
    Obligations: prior → latest
    $0 → −$114K
    Not comparable
    Share: prior → latest
    0% → 0%
    0.0 percentage points
    All-period obligations
    −$114K
    0% of all-period positive obligations · 1 award
    Recorded activity
    Since Mar 16, 2026
    through Mar 16, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside10
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  13. #13

    Last 12mo obligations

    $0

    0%

    Dollar movement

    −$198K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for WOW DIGITAL OU
    Obligations: prior → latest
    $198K → $0
    −100.0%
    Share: prior → latest
    2.3% → 0%
    −2.3 percentage points
    All-period obligations
    $340K
    0.60% of all-period positive obligations · 2 awards
    Recorded activity
    Since Sep 27, 2024
    through Jan 7, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  14. #14
    MADISON SPRINGFIELD INCHistorical · no latest 12-month activity · last action Feb 19, 2025

    Last 12mo obligations

    $0

    0%

    Dollar movement

    $0

    no change vs. prior 12 months

    Last 12mo awards

    0 awards

    0 actions

    Historical and award details for MADISON SPRINGFIELD INC
    Obligations: prior → latest
    $0 → $0
    Not comparable
    Share: prior → latest
    0% → 0%
    0.0 percentage points
    All-period obligations
    $13.2M
    23.4% of all-period positive obligations · 7 awards
    Recorded activity
    Since May 24, 2022
    through Feb 19, 2025

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported01
    Reported small business01
    All-period set-aside types

    None reported.

  15. #15
    FORS MARSH GROUP LLCHistorical · no latest 12-month activity · last action Sep 25, 2024

    Last 12mo obligations

    $0

    0%

    Dollar movement

    $0

    no change vs. prior 12 months

    Last 12mo awards

    0 awards

    0 actions

    Historical and award details for FORS MARSH GROUP LLC
    Obligations: prior → latest
    $0 → $0
    Not comparable
    Share: prior → latest
    0% → 0%
    0.0 percentage points
    All-period obligations
    $3.0M
    5.3% of all-period positive obligations · 13 awards
    Recorded activity
    Since Dec 13, 2021
    through Sep 25, 2024

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported00
    Reported small business00
    All-period set-aside types
    • 1 · Total small business

Recent federal contract award activity

Recent contract actions with unusually large obligation changes or meaningful shifts in contractor and funding-office activity.

Modification

This action

+$1.0M

GALLUP, INC.

CHINFO FIELD OFFICE

ASSESSMENT STUDY

Why it stands out

The award grew alongside stronger contractor activity.

The modification added $1.0M while contractor obligations rose $112K overall.

Award net obligations
$2.0M
Share of 12-month positive obligations
17.8%
Supporting data
Prime contractor
#2 · 20.6% share
+8.4 percentage points · $112K net increase; action exceeded it by $888K
PIID N0018925CZ002 · Mod P00003
Base award

This action

+$3.2M

DATA RECOGNITION CORPORATION

DEFENSE HUMAN RESOURCES ACTIVITY

O072026 2029 OPA DCP OPERATIONS SUPPORT TASK ORDER

Why it stands out

One action equaled at least half of the market’s latest 12-month positive obligations.

The $3.2M action represented 57.3% of the market’s positive obligations over the latest 12 months.

Award net obligations
$3.2M
Share of 12-month positive obligations
57.3%
Supporting data
Prime contractor
#1 · 70.4% share
$1.4M net decline despite this positive action
Funding office
#1 · 71.2% attributed share
$1.2M net decline despite this positive action
PIID 47QFPA26F0022
Base award

This action

+$316K

DATA RECOGNITION CORPORATION

DEFENSE HUMAN RESOURCES ACTIVITY

O06FY26 AD CG SPOUSE SURVEY ADSS

Why it stands out

A new award added obligations despite weaker contractor activity.

The action represented 5.6% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $1.4M overall.

Award net obligations
$436K
Share of 12-month positive obligations
5.6%
Supporting data
Prime contractor
#1 · 70.4% share
$1.4M net decline despite this positive action
Funding office
#1 · 71.2% attributed share
$1.2M net decline despite this positive action
PIID 47QFPA26F0026
Deobligation

This action

−$114K

BOOZ ALLEN HAMILTON INC

DEFENSE HEALTH AGENCY

THE UNILATERAL CLOSEOUT OF H94002-09-F-0021 THE TASK ORDER UNDER BOOZ ALLEN HAMILTON (BAH) GSA CONTRACT: GS-23F-0184N, AWARDED BY TRICARE MANAGEMENT ACTIVITY TO BOOZE ALLEN HAMILTON, INC.

Why it stands out

This award recorded a material contraction.

The action removed $114K. A deobligation does not by itself show lower requirement demand.

Award net obligations
$13.5M
Share of 12-month positive obligations
2.0%
Supporting data
Prime contractor
0% share
$114K net decline; action accounted for 100.0%
Funding office
0% attributed share
$114K net decline; action accounted for 100.0%
PIID H9400209F0021 · Mod P00015
Modification

This action

+$140K

PUBLIC SPEND FORUM LLC

DLA HEADQUARTERS J7 ACQUISITION

THIS MODIFICATION EXTENDS THE PERIOD OF PERFORMANCE BY SIX MONTHS. CLINS 1001, 1003, AND 1005 ARE ADDED IN SUPPORT OF THE EXTENSION. FULL FUNDING IS OBLIGATED TO THE SAME NEW CLINS.

Why it stands out

This award grew while spending attributed to its office declined.

The modification added $140K while office-attributed obligations fell $141K overall.

Award net obligations
$421K
Share of 12-month positive obligations
2.5%
Supporting data
Prime contractor
#3 · 2.5% share
$141K net decline despite this positive action
Funding office
#4 · 2.4% attributed share
$141K net decline despite this positive action
PIID 47QFSA25F0057 · Mod P00001
Modification

This action

+$136K

THE HANOVER RESEARCH COUNCIL LLC

NAVAL WAR COLLEGE

US NAVAL WAR COLLEGE (USNWC) - ASSESSMENT RESEARCH SERVICES THE OFFICE OF INSTITUTIONAL EFFECTIVENESS AT USNWC HAS A REQUIREMENT TO CONDUCT ASSESSMENT RESEARCH PROJECTS IN SUPPORT OF INSTITUTIONAL ASSESSMENTS FOR ORGANIZATIONAL/PROGRAM IMPROVEMENT.

Why it stands out

The contractor climbed 5 positions in this market.

It now ranks #4 by positive obligations over the latest 12 months.

Award net obligations
$390K
Share of 12-month positive obligations
2.4%
PIID N0018924PZ055 · Mod P00003
View recent award activity by date (10)
  1. DATA RECOGNITION CORPORATIONModification · PIID 47QFPA26F0026
    Action+$52K
    Award net obligations$436K
  2. DATA RECOGNITION CORPORATIONModification · PIID 47QFPA25F0035
    Action+$146K
    Award net obligations$288K
  3. DATA RECOGNITION CORPORATIONModification · PIID 47QFPA26F0026
    Action+$68K
    Award net obligations$436K
  4. DATA RECOGNITION CORPORATIONBase award · PIID 47QFPA26F0041
    Action+$150K
    Award net obligations$150K
  5. DATA RECOGNITION CORPORATIONBase award · PIID 47QFPA26F0040
    Action+$151K
    Award net obligations$151K
  6. PUBLIC SPEND FORUM LLCModification · PIID 47QFSA25F0057
    Action+$140K
    Award net obligations$421K
  7. DATA RECOGNITION CORPORATIONBase award · PIID 47QFPA26F0026
    Action+$316K
    Award net obligations$436K
  8. DATA RECOGNITION CORPORATIONBase award · PIID 47QFPA26F0022
    Action+$3.2M
    Award net obligations$3.2M
  9. SERCO INCModification · PIID W9124D25CA021
    Action+$71K
    Award net obligations$498K
  10. IDTECHEX, INC.Base award · PIID FA714626P0006
    Action+$50K
    Award net obligations$100K

DoD marketing research and public opinion polling market FAQs

Answers based on reported federal contract data.

Who are the top DoD marketing research and public opinion polling contractors?

In the 12 months through October 23, 2026, DATA RECOGNITION CORPORATION, GALLUP, INC., and PUBLIC SPEND FORUM LLC were the leading DoD marketing research and public opinion polling prime contractors by positive obligations.

  1. #1

    DATA RECOGNITION CORPORATION

    $3,966,565 in positive obligations

  2. #2

    GALLUP, INC.

    $1,161,291 in positive obligations

  3. #3

    PUBLIC SPEND FORUM LLC

    $140,000 in positive obligations

Rankings use reported USAspending award data.

Did DoD contract obligations decrease in the marketing research and public opinion polling market?

Yes. Measured by net prime contract obligations, reported DoD activity in the marketing research and public opinion polling market decreased 36% from $8,629,580 in the preceding 12 months to $5,518,825 in the 12 months through October 23, 2026.

Latest 12 months
$5,518,825
Net prime contract obligations
Preceding 12 months
$8,629,580
Net prime contract obligations
Change
−36%
Between matched 12-month periods

Reported contract actions, not outlays or a forecast.

What recent DoD contract award activity was reported in the marketing research and public opinion polling market?

Recent DoD contract award activity reported in the marketing research and public opinion polling market included actions for GALLUP, INC., DATA RECOGNITION CORPORATION, and BOOZ ALLEN HAMILTON INC during the 12 months through October 23, 2026.

Action obligations are transaction-level amounts, not current award-level obligations.

Which procurement methods were reported for DoD contracts under NAICS 541910?

From October 24, 2025 through October 23, 2026, DoD reported 17 positive-obligation awards for marketing research and public opinion polling under NAICS 541910. The leading award type was delivery order. The leading reported procedure was negotiated proposal/quote.

Positive-obligation awards
17
Leading reported procedure
Negotiated Proposal/Quote
56% of positive obligations
Leading award type
Delivery Order
76.5% of positive obligations
Full and open
58.7%
of positive obligations
Reported parent IDV
76.5%
of positive obligations

Percentages use positive obligations as the denominator.

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Related market research

Complete market indexes:

Same NAICS at other agencies:

Nearby NAICS at this agency:

Markets sharing leading prime records:

Leading-prime vehicle memberships:

Company memberships do not establish award-channel use.

Reported obligations include contract actions from October 1, 2021 through October 23, 2026. Set-aside and business-size fields reflect award records, not a contractor's current eligibility. Public Department of Defense award records are generally delayed by 90 days.

Review data methodology