Federal NAICS Codes

NAICS 541910: Marketing Research and Public Opinion Polling

Explore obligations, trends, recent awards, and incumbent contractors for NAICS 541910.

NAICS 541910 federal market metrics

Total obligations
$3.5B
Total awards
6,747 awards
Active obligations
$445.6M
Size standard
$22,500,000 receipts

What this NAICS covers

NAICS 541910 covers marketing research and public opinion polling services, including survey design, sampling, field data collection, statistical analysis, focus groups, and reporting of findings to measure attitudes, preferences, and market behavior.

Federal opportunities under 541910 typically involve producing validated survey instruments, managing probability or nonprobability data collection, analyzing results with documented methodology, and delivering datasets, technical reports, and briefings to inform policy, program evaluation, or public outreach.

FY2025 snapshot

Obligations
$178.3M
Awards
156
Average award
$1.1M
Change from FY2024
-14.9%

Recent awards

Search contractors

$4,000,000

KYNETEC USA INC.

USDA, Departmental Administration

PIID
12314426P0040
PSC
R422 - SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION

$18,891

SURVEYMONKEY INC.

Federal Acquisition Service

PIID
47QACA26P0038
PSC
DD01 - IT AND TELECOM - SERVICE DELIVERY SUPPORT SERVICES: ITSM, OPERATIONS CENTER, PROJECT/PM (LABOR)

$212,400

DIX-GRA, INC.

Department of Veterans Affairs

PIID
36C24C26N0285
PSC
R422 - SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION

FAQ

What work fits NAICS 541910?
  • Design and execute probability-based telephone surveys measuring public attitudes, including sampling frame construction, interviewer scripts, CATI programming, weighting, and final statistical tables.
  • Conduct moderated focus groups and in-depth interviews to explore participant motivations, produce coded qualitative transcripts, thematic analysis, and synthesis memos for program evaluation.
  • Implement mail or web panels to track behavioral indicators over time, manage enrollment and retention, and deliver longitudinal datasets and analytic codebooks.
  • Develop and run discrete choice or conjoint experiments to estimate preferences for program attributes and provide willingness-to-pay or attribute-importance estimates with variance measures.
When is NAICS 541910 a weak fit?
  • Advertising creative and media buy procurements where deliverables are ad creatives, placement schedules, and media performance metrics without survey design, sampling, or statistical estimation.
  • Secondary-data analytics on administrative datasets where no primary sample design, instrument development, or respondent-based data collection is required.
  • Large-scale outcomes tracking dominated by case management system integration and transactional program data where the work lacks respondent recruitment, survey administration, or qualitative fieldwork.
What solicitation language points to NAICS 541910?
  • Scope specifies probability or stratified sampling, target margin of error, response-rate thresholds, and weighted estimates as required deliverables.
  • Deliverables list includes instrument scripts, raw microdata, codebook, interviewer training logs, and quality-control reports such as refusal conversion logs.
  • Evaluation criteria and labor categories name survey statisticians, survey project managers, field supervisors, telephone interviewers, and qualitative analysts with transcript coding deliverables.

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