Industries › NAICS 541910
Industry · NAICS 541910 · sector 54 Professional, scientific and technical services
Marketing Research and Public Opinion Polling
Federal contract obligations classified under NAICS 541910, the organisations that win them and the agencies that award them.
USAspending caveat. Figures are obligations reported by federal agencies to USAspending.gov, not payments. In USAspending's words: "An outlay occurs when federal money is actually paid out, not just promised to be paid ('obligated')." "Every agency has a Senior Accountable Official who must officially certify that the quarterly financial data submitted by their agency is accurate and complete." "If there are any discrepancies in procurement data, FPDS is the authoritative source." Contract data for the Department of Defense and the U.S. Army Corps of Engineers is published with a 90-day delay. Data loaded 30 Sep 2026.
Federal agencies obligated $232M in contracts classified under NAICS 541910, Marketing Research and Public Opinion Polling, in FY2026, and $964M over the five fiscal years since FY2023; the industry ranks 192 of 526 on this site.
Obligations were up 22% on FY2025 ($190M), with $0 so far in FY2027.
The largest recipient organisations over FY2022–FY2025 were National Opinion Research Center ($143M), Telaforce LLC ($80M) and The District Communications Group LLC ($66M).
By place of performance, the most money went to DC, MD and IL.
Contract obligations by fiscal year
Compared with the largest industry FY2026
| Measure | This industry | Aircraft Manufacturing | All contracts |
|---|---|---|---|
| Contract obligations, FY2026 | $232M | $45B | $716B |
| Five-year total | $964M | $211B | $3.0T |
| Share of all contract obligations, five years | 0% | 7.1% | 100% |
Top contractors obligations, FY2022–FY2025
| # | Organisation | Obligations |
|---|---|---|
| 1 | National Opinion Research Center | $143M |
| 2 | Telaforce LLC | $80M |
| 3 | The District Communications Group LLC | $66M |
| 4 | Ignited LLC | $38M |
| 5 | Fors Marsh Group LLC | $37M |
| 6 | Porter Novelli Public Services Inc. | $36M |
| 7 | Westat, Inc. | $35M |
| 8 | Gritter - Francona, Inc | $32M |
| 9 | L&M Policy Research, LLC | $31M |
| 10 | Research Triangle Institute | $29M |
| 11 | Cic Research, Inc. | $24M |
| 12 | Ipsos Public Affairs, LLC | $24M |
| 13 | Communicatehealth Inc | $24M |
| 14 | Dix-Gra, Inc. | $24M |
| 15 | Gallup, Inc. | $23M |
| 16 | Data Recognition Corporation | $19M |
| 17 | Brunet-Garcia Advertising LLC | $17M |
| 18 | Nielsen Consumer LLC | $16M |
| 19 | Madison Springfield Inc | $13M |
| 20 | Alan S. Newman Associates, Inc. | $13M |
| 21 | American Directions Research Group Inc. | $10M |
| 22 | Novak Birch, Inc | $9.6M |
| 23 | National Institute for Safety Research Inc | $8.9M |
| 24 | Circana Group, L.P. | $8.5M |
| 25 | KGB Media, LLC | $8.4M |
$13M among the top 40 went to recipients not shown.
Buying agencies $1.0M+ awards
Where the work is performed
Largest awards since FY2023
| Recipient | Awarding agency | Type | Award value | Begun | Place | Record |
|---|---|---|---|---|---|---|
| Westat, Inc. | Department of Health and Human ServicesOffice of the Assistant Secretary for Financial Resources | ContractDelivery Order | $54M | 5 Dec 2024 | MD | USAspending |
| National Opinion Research Center | Department of Health and Human ServicesCenters for Disease Control and Prevention | ContractDelivery Order | $28M | 25 Nov 2025 | IL | USAspending |
| Gritter - Francona, Inc | Department of Veterans Affairs | ContractDelivery Order | $28M | 6 Sep 2024 | MD | USAspending |
| National Opinion Research Center | Department of Health and Human ServicesCenters for Disease Control and Prevention | ContractDelivery Order | $27M | 28 Oct 2024 | IL | USAspending |
| Ipsos Public Affairs, LLC | Department of LaborOffice of the Assistant Secretary for Administration and Management | ContractDefinitive Contract | $25M | 19 Mar 2026 | MD | USAspending |
| National Opinion Research Center | Department of Health and Human ServicesCenters for Disease Control and Prevention | ContractDelivery Order | $22M | 25 Oct 2023 | IL | USAspending |
| National Opinion Research Center | Department of Health and Human ServicesCenters for Disease Control and Prevention | ContractDefinitive Contract | $21M | 7 Apr 2023 | IL | USAspending |
| Gallup, Inc. | Department of CommerceNational Oceanic and Atmospheric Administration | ContractDelivery Order | $18M | 18 Nov 2022 | DC | USAspending |
| Gritter - Francona, Inc | Department of Veterans Affairs | ContractDelivery Order | $18M | 7 Aug 2023 | MD | USAspending |
| Cic Research, Inc. | Department of CommerceOffice of the Secretary | ContractBpa Call | $15M | 18 Sep 2024 | DC | USAspending |
Other industries in sector 54: Professional, scientific and technical services
- 541330 Engineering Services $197B
- 541715 Research and Development in the Physical, Engineering, and Life Sciences (except Nanotechnology and Biotechnology) $181B
- 541512 Computer Systems Design Services $127B
- 541519 Other Computer Related Services $99B
- 541990 All Other Professional, Scientific, and Technical Services $52B
- 541611 Administrative Management and General Management Consulting Services $50B
- 541511 Custom Computer Programming Services $43B
- 541712 Research and Development in the Physical, Engineering, and Life Sciences (except Biotechnology) $37B
- 541710 Research and Development in the Physical, Engineering, and Life Sciences $37B
- 541513 Computer Facilities Management Services $13B
- 541714 Research and Development in Biotechnology (except Nanobiotechnology) $13B
- 541614 Process, Physical Distribution, and Logistics Consulting Services $12B
- 541690 Other Scientific and Technical Consulting Services $8.6B
- 541810 Advertising Agencies $6.1B
- 541620 Environmental Consulting Services $5.2B
- 541211 Offices of Certified Public Accountants $4.8B
- 541711 Research and Development in Biotechnology $4.6B
- 541310 Architectural Services $4.1B
- 541720 Research and Development in the Social Sciences and Humanities $3.9B
- 541612 Human Resources Consulting Services $3.4B
- 541618 Other Management Consulting Services $3.2B
- 541219 Other Accounting Services $3.1B
- 541380 Testing Laboratories and Services $2.4B
- 541199 All Other Legal Services $2.3B
Questions and answers
How much does the federal government spend on NAICS 541910?
$232M in contract obligations classified under Marketing Research and Public Opinion Polling in FY2026, $964M over the five fiscal years since FY2023. Obligations are commitments, not payments.
Who are the top contractors in Marketing Research and Public Opinion Polling?
National Opinion Research Center ($143M), Telaforce LLC ($80M), The District Communications Group LLC ($66M), Ignited LLC ($38M), Fors Marsh Group LLC ($37M), by contract obligations over FY2022–FY2025.
Which agencies buy in this industry?
By the value of $1.0M-plus contracts since FY2023: Department of Health and Human Services ($344M), Department of Veterans Affairs ($97M), Department of Homeland Security ($61M), Department of Commerce ($54M), Department of Labor ($28M).
What is a NAICS code?
In USAspending's words: "NAICS stands for the North American Industrial Classification System. This 6-digit code tells you what industry the work falls into. Each contract record has a NAICS code." Assistance awards (grants, loans, direct payments) carry no NAICS code and are not counted here.
Provenance
Source: USAspending.gov API v2, spending by category (NAICS) by fiscal year, recipient cross-tabulation for FY2022–FY2025 and award search, loaded 30 Sep 2026. State figures come from each state's top-100 NAICS list, so small amounts in a state may be missing. See methodology.