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
$3.4B
Total awards
6,729 awards
Active obligations
$428.3M
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
$176.8M
Awards
156
Average award
$1.1M
Change from FY2024
-10.9%

Recent awards

Search contractors

$69,925

MEDIARADAR, INC.

Food and Drug Administration

PIID
75F40126P00104
PSC
DH10 - IT AND TELECOM - PLATFORM AS A SERVICE: DATABASE, MAINFRAME, MIDDLEWARE

$843,177

AZTECH CITY LLC

Department of State

PIID
19AQMM26P0745
PSC
R422 - SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION

$45,826

NAXION INC

United States Mint

PIID
2031JG26F00121
PSC
R422 - SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION

$3,225,556

DATA RECOGNITION CORPORATION

Federal Acquisition Service

PIID
47QFPA26F0022
PSC
R405 - SUPPORT- PROFESSIONAL: OPERATIONS RESEARCH/QUANTITATIVE ANALYSIS

$282,420

NAXION INC

United States Mint

PIID
2031JG26F00141
PSC
R422 - SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION

$97,219

FORS MARSH GROUP LLC

Gao, Except Comptroller General

PIID
05GA0A26F0047
PSC
R422 - SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION

$129,000

IMPLAN GROUP LLC

National Oceanic and Atmospheric Administration

PIID
1333MF26P0055
PSC
7A20 - IT AND TELECOM - APPLICATION DEVELOPMENT SOFTWARE (PERPETUAL LICENSE SOFTWARE)

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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