Employment
78,424
Total employees (Census CBP)
Professional, Scientific, and Technical Services ·NAICS 541910
NAICS 541910 · IRS SOI 2023 · Census CBP
Marketing Research and Public Opinion Polling - Industry Benchmarks
$103,972/yr average annual pay, with 154 SBA loans on record for NAICS 541910.
- 14.0%
- Professional, Scientific, and Technical Services sector margin
- 78K
- Workers employed
- $103,972/yr
- Avg payroll / employee
- $72M
- SBA lending, FY20–26
Data updated July 2026
The verdict · NAICS 541910
New York leads Marketing Research and Public Opinion Polling activity nationally. IRS SOI doesn't publish margin data at this NAICS level, but the broader Professional, Scientific, and Technical Services sector runs a 14.0% net margin.
- 14.0%
- Professional, Scientific, and Technical Services sector margin (IRS SOI)
- 78K
- Workers employed (Census CBP)
- $103,972/yr
- Avg payroll / employee
- $72M
- SBA lending, FY20–26
Benchmarking Insights for Marketing Research and Public Opinion Polling
Marketing Research and Public Opinion Polling sits inside Professional, Scientific, and Technical Services, a sector that runs a 14.0% net margin overall.
4,401 establishments employ 78,424 workers (17.8/location) at $103,972/yr average annual pay. New York leads employment, followed by Illinois and Texas.
Avg Payroll / Employee
$103,972/yr
Annual compensation
Establishments
4,401
Business locations
Release-over-release change
What changed from Census CBP 2022 to 2023
Employment decreased by 5,478; establishment count decreased by 121. This comparison uses two published national Census County Business Patterns releases; suppressed fields are omitted rather than estimated.
Workforce scale
Financial Detail
- Annual Payroll (Total)
- $8.2B
- Avg Employees per Establishment
- 17.8
Top States by Employment
| State | Employment |
|---|---|
| New York | 9,162 |
| Illinois | 7,675 |
| Texas | 4,667 |
| Ohio | 4,642 |
| Massachusetts | 4,198 |
| Pennsylvania | 2,779 |
| New Jersey | 2,601 |
| Michigan | 1,900 |
| Colorado | 1,559 |
| District of Columbia | 1,443 |
Showing top 10 of 50 states
SBA Lending Activity
SBA FY2020–2026SBA Loans Approved
154
Total Loan Volume
$72M
Avg Loan Size
$466K
Jobs Supported
1,596
Program Breakdown
7(a) 144 (94%)
504 10 (6%)
Top SBA Lender
Readycap Lending, LLC
13 loans in this industry
New Business Share
15.6% of borrowers were new/startup businesses
Annual Lending Trend (7 yrs)
2020 21
2021 24
2022 13
2023 29
2024 32
2025 34
2026 1
Frequently Asked Questions
How profitable is Marketing Research and Public Opinion Polling?
IRS SOI doesn't publish margin data at the NAICS 541910 level. New York leads this industry nationally. The broader Professional, Scientific, and Technical Services sector runs a 14.0% net margin (IRS SOI 2023).
How many businesses are in Marketing Research and Public Opinion Polling?
4,401 business establishments. Together they employ 78,424 workers.
What is the average payroll per employee in Marketing Research and Public Opinion Polling?
$103,972/yr average annual pay per employee. Businesses average 17.8 employees per establishment.
Which states have the most Marketing Research and Public Opinion Polling employment?
New York leads with 9,162 workers. Illinois (7,675) and Texas (4,667) round out the top three.
How much SBA lending does Marketing Research and Public Opinion Polling receive?
Marketing Research and Public Opinion Polling businesses received 154 SBA loans totaling $72 million between FY2020 and FY2026. The average loan size was $466K. These loans supported 1,596 jobs at origination. Most lending (94%) came through the SBA 7(a) program.
Comparable industry benchmarks
These links are calculated from the current national dataset. They are comparison paths, not recommendations or evidence that businesses operate alike.
How this ranks: Its Census employment total exceeds 67% of that same 801-industry cohort. Calculated by ranking this industry's reported value against every other industry at the same NAICS digit-level, not the whole dataset: comparing a 6-digit detail industry to a 2-digit sector would mix incompatible scales.
Closest workforce scale
Same NAICS detail level, ordered by the smallest difference in reported Census employment.
Benchmarking Marketing Research and Public Opinion Polling
- No margin data, check the parent industry. Browse Professional, Scientific, and Technical Services
- 4,401 establishments, 78,424 workers. Payroll benchmarks
- 154 SBA loans on record. SBA lending rankings
Disclaimer: Public IRS/Census data, not financial or tax advice. See our full disclaimer.
Sources: IRS Statistics of Income (SOI) Business Tax Statistics · Census Bureau County Business Patterns 2023
NAICS 541910 · Data year: 2023
According to the U.S. Census Bureau, which released its 2023 County Business Patterns dataset in June 2025, PlainBizBench benchmarks 2,002 U.S. industries against Internal Revenue Service Statistics of Income data. See our methodology for the full compilation process.
Read our methodology - how this data is sourced, computed, and verified.
Source: U.S. Census Bureau, County Business Patterns / SUSB Industry employment scale, payroll, and firm-size benchmarks · 2023
Every figure on PlainBizBench is rendered directly from federal source data, no number is typed in by an editor. This page aggregates profit-margin, payroll, entity-type, and SBA-lending benchmarks for this industry, live from the dataset. See our editorial standards & corrections policy, the methodology behind these numbers, or report a data error.
Disclaimer: Public IRS/Census data, not financial or tax advice. See our full disclaimer.