NAICS 54191 - Marketing Research and Public Opinion Polling
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Related NAICS Codes for NAICS 54191
Click on any NAICS code to explore that specific industry within NAICS 54191
| NAICS Code | Industry Title |
|---|---|
| 541910 | Marketing Research and Public Opinion Polling |
What is NAICS 54191
NAICS code 54191 covers establishments primarily engaged in gathering, analyzing, and interpreting data related to market conditions, consumer preferences, and public opinion. This sector includes businesses that design and conduct marketing research studies, opinion polls, and surveys to assist organizations in making informed decisions. These firms employ various methodologies such as focus groups, telephone interviews, and online surveys to collect and analyze data. Government agencies contract these services to obtain unbiased, data-driven insights that inform policy-making, program evaluations, and public communication strategies. The sector plays a critical role in helping public entities understand stakeholder views and market dynamics.
Breakdown for NAICS 54191
- Encompasses firms conducting systematic collection and analysis of market and opinion data.
- Includes methodologies such as surveys, focus groups, and statistical analysis.
- Typical government contracts focus on public policy, health, education, and consumer behavior studies.
- Small business size standard generally capped at $30 million in annual receipts.
- Projects range from short-term surveys to multi-year longitudinal studies.
- Supports evidence-based decision-making across multiple federal and state agencies.
Included Activities for NAICS 54191
- Designing and administering surveys and questionnaires.
- Conducting focus groups and in-depth interviews.
- Analyzing quantitative and qualitative data.
- Reporting findings and making strategic recommendations.
- Developing sampling frameworks and statistical models.
- Performing public opinion polling to gauge attitudes.
- Evaluating program effectiveness through data collection.
- Managing data quality assurance and compliance.
Business Types for NAICS 54191
- Independent marketing research firms.
- Public opinion polling organizations.
- Consulting firms specializing in data analytics.
- Survey administration companies.
- Program evaluation contractors.
- Nonprofit research organizations.
Government Buyers for NAICS 54191
Federal, state, and local government agencies are the primary buyers of marketing research and public opinion polling services. Agencies such as the Department of Health and Human Services, the General Services Administration, the Department of Education, and the Census Bureau utilize these services to assess public attitudes, measure program outcomes, and support regulatory decisions. These agencies rely on accurate, representative data to shape policies, improve service delivery, and engage citizens effectively. Contracting external experts ensures methodological rigor and impartiality in the data collection and analysis process.
Contract Types & Procurement for NAICS 54191
Contracts under NAICS 54191 typically include fixed-price, cost-reimbursement, and time-and-materials agreements, depending on project scope and complexity. Competitive bidding and Requests for Proposals (RFPs) are common procurement methods, often accompanied by small business set-asides. Contract values vary widely, from smaller task orders under $100,000 to multi-million dollar evaluations for large-scale surveys or longitudinal studies. Agencies emphasize deliverables such as final reports, datasets, and presentations, with performance metrics tied to data quality, timeliness, and compliance with federal standards.
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