2025 Marketing Research & Public Opinion Polling Industry Report

Industry Overview

This industry comprises establishments primarily engaged in systematically gathering, recording, tabulating, and presenting marketing and public opinion data. Illustrative Examples: Broadcast media rating services Political opinion polling services Marketing analysis or research services Statistical sampling services Opinion research services
Source: US Census Bureau

Market Size and Industry Forecast

The Marketing Research and Public Opinion Polling industry report contains historical and forecasted statistics used by leading private equity firms and consultants. Market sizes from 2020 to 2030 reflect industry trends and growth patterns. Revenues include both public and private companies in the Marketing Research & Public Opinion Polling industry.

	Historical					Forecasted
	2020	2021	2022	2023	2024	2025	2026	2027	2028	2029	2030
Market Size (Total Revenue)
% Growth Rate
Number of Companies
Total Employees
Average Revenue per Company
Average Employees per Company

Source: U.S. government financial data



Advanced econometric models forecast five years of industry growth based on short- and long-term trend analysis. Market size includes revenue generated from all products and services sold within the industry.

Geographic Breakdown by U.S. State

Market size by state reveals local opportunity through the number of companies located in the region. Each state's growth rate is affected by regional economic conditions. Data by state can be used to pinpoint profitable and nonprofitable locations for Marketing Research & Public Opinion Polling companies in the United States.

Distribution by Company Size

Company Size	All Industries	Marketing Research & Public Opinion Polling
Small Business (< 5 Employees)
Small Business (5 - 20)
Midsized Business (20 - 100)
Large Business (100 - 500)
Enterprise (> 500)

Marketing Research & Public Opinion Polling Industry Income Statement (Average Financial Metrics)

Financial statement analysis determines averages for the following industry forces:

• Cost of goods sold
• Compensation of officers
• Salaries and wages
• Employee benefit programs
• Rent paid
• Advertising and marketing budgets

The report includes a traditional income statement from an "average" company (both public and private companies included).

	Industry Average	Percent of Sales
Total Revenue
Operating Revenue
Cost of Goods Sold (COGS)
Gross Profit
Operating Expenses
Operating Income
Non-Operating Income
Earnings Before Interest and Taxes (EBIT)
Interest Expense
Earnings Before Taxes
Income Tax
Net Profit

Financial Ratio Analysis

Financial ratios allow a company's performance to be compared against that of its peers.

Financial Ratio	Industry Average
Profitability Ratios
Profit Margin
ROE
ROA
Liquidity Ratios
Current Ratio
Quick Ratio
Activity Ratios
Average Collection Period
Asset Turnover Ratio
Receivables Turnover Ratio
Inventory Conversion Ratio

Marketing Research & Public Opinion Polling Industry Product Mix

Product Description	Description	Revenue ($ Millions)
Industry total
Marketing research services
Marketing research services, conducted over the internet
Marketing research services, conducted by telephone
Other marketing research services
Marketing research services, conducted using focus groups
Marketing research services, face-to-face methods, excluding focus groups
Marketing research services, conducted by mail
Media audience research services
Public opinion research/polling services

Marketing Research & Public Opinion Polling Industry Compensation and Salary Surveys

Title	Percent of Workforce	Bottom Quartile	Average (Median) Salary	Upper Quartile
Management Occupations	4%
Chief Executives	0%
General and Operations Managers	2%
Business and Financial Operations Occupations	8%
Business Operations Specialists	6%
Arts, Design, Entertainment, Sports, and Media Occupations	8%
Healthcare Practitioners and Technical Occupations	23%
Health Diagnosing and Treating Practitioners	9%
Veterinarians	9%
Veterinarians	9%
Health Technologists and Technicians	14%
Health Practitioner Support Technologists and Technicians	14%
Veterinary Technologists and Technicians	14%
Healthcare Support Occupations	11%
Other Healthcare Support Occupations	11%
Miscellaneous Healthcare Support Occupations	11%
Veterinary Assistants and Laboratory Animal Caretakers	11%
Office and Administrative Support Occupations	26%
Information and Record Clerks	15%
Receptionists and Information Clerks	8%
Receptionists and Information Clerks	8%

Government Contracts

The federal government spent an annual total of $213,519,642 on the marketing research & public opinion polling industry. It has awarded 1,039 contracts to 191 companies, with an average value of $1,117,904 per company.

Top Companies in Marketing Research & Public Opinion Polling and Adjacent Industries

Company	Address	Revenue ($ Millions)