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2025 U.S. Industry Statistics & Market Forecast - Marketing Research and Public Opinion Polling
Market Size & Industry Statistics
The total U.S. industry market size for Marketing Research and Public Opinion Polling:
Industry statistics cover all companies in the United States, both public and private, ranging in size from small businesses to market leaders.
In addition to revenue, the industry market analysis shows information on employees, companies, and average firm size.
Investors, banks, and business executives use growth rates and industry trends to understand the market outlook and opportunity.
| Statistics | 2020 2021 2022 2023 2024 | |
|---|---|---|
| Market Size (Total Sales/Revenue) |
Order at top of page | |
| Total Firms | ||
| Total Employees | ||
| Average Revenue Per Firm | ||
| Average Employees Per Firm | ||
| Average Revenue Per Employee | ||
Market Forecast
Market forecasts show the long term industry outlook and future growth trends. The following extended five-year forecast projects both short-term and long-term trends.
| Forecast / Industry Outlook | 2025 | 2026 | 2027 | 2028 | 2029 |
|---|---|---|---|---|---|
| Market Forecast ($ millions) | |||||
| Projected Industry Growth Rate (%) | |||||
Industry Insights
Major trends affect the Marketing Research and Public Opinion Polling industry include:- Increased use of artificial intelligence and machine learning
- Growing importance of social media analytics
- Rise in mobile and online survey methods
- Growing concerns about data privacy and security
- Demand for real-time data and analytics
- Shift towards customer experience measurement
- Increasing use of big data and predictive analytics
- Heightened focus on multicultural and demographic targeting
- Expansion of DIY survey platforms for cost reduction
- Ethical considerations and integrity in data collection
- Integration of qualitative data with quantitative insights
- Adoption of virtual reality and immersive technologies for research
Product & Services Breakdown
Research products and services in the Marketing Research and Public Opinion Polling industry generating sales. Note that products are broken into categories with different levels of classification.| Product Description | Number of Companies | Sales ($ millions) | Percent of Total Sales |
|---|---|---|---|
Industry Total |
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Marketing Research Services |
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Marketing Research Services, Conducted By Telephone |
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Marketing Research Services, Conducted Over The Internet |
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Marketing Research Services, Conducted By Mail |
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Marketing Research Services, Conducted Using Focus Groups |
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Marketing Research Services, Conducted Using Face-To-Face Methods, Excluding Focus Groups |
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Media Audience Research Services |
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Other Marketing Research Services |
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Public Opinion Research/Polling Services |
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Statistical Sampling And Survey Design Services |
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All Other Receipts |
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All Other Operating Receipts |
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U.S. Geographic Distribution: Revenue Statistics by State
Market Size by State ($ millions) indicates how the industry's competition is distributed throughout the country. State-level information can identify areas with higher and lower industry market share than average.
Income Statement (Average Financial Metrics)
Financial metrics provide a snapshot view of a benchmark "average" company. Key business metrics show revenue and operating costs. The data collected covers both public and private companies.| Industry Average | Percent of Sales (Industry Benchmark) |
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|---|---|---|
| Total Revenue | Order at top of page |
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| Operating Revenue | ||
| Cost of Goods Sold | ||
| Gross Profit | ||
Operating Expenses | ||
| Pension, profit sharing plans, stock, annuity | ||
| Repairs | ||
| Rent paid on business property | ||
| Charitable Contributions | ||
| Depletion | ||
| Domestic production activities deduction | ||
| Advertising | ||
| Compensation of officers | ||
| Salaries and wages | ||
| Employee benefit programs | ||
| Taxes and Licenses | ||
| Bad Debts | ||
| Depreciation | ||
| Amortization | ||
| Other Operating Expenses | ||
| Total Operating Expenses | ||
| Operating Income | ||
| Non-Operating Income | ||
| EBIT (Earnings Before Interest and Taxes) | ||
| Interest Expense | ||
| Earnings Before Taxes | ||
| Income Tax | ||
| Net Profit Net Income | ||
Financial Ratio Analysis
Financial ratio information can be used to benchmark how a Marketing Research and Public Opinion Polling company compares to its peers. Accounting statistics are calculated from the industry-average for income statements and balance sheets.| Profitability & Valuation Ratios | Industry Average |
|---|---|
| Company valuation can be measured based on the firm's own performance, as well as in comparison against its industry competitors. These metrics show how the average company in the Marketing Research and Public Opinion Polling industry is performing. | |
| Profit Margin Gross Profit Margin, Operating Profit Margin, and Net Profit Margin. Show company earnings relative to revenues. |
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| Return on Equity (ROE) Return on Equity (ROE) is net income as a percentage of shareholders' equity. Shareholders' Equity is defined as the company's total assets minus total liabilities. ROE shows how much profits a company generates with the money shareholders invested (or with retained earnings). |
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| Return on Assets (ROA) Return on Assets (ROA) is net income relative to total assets. The market research on Marketing Research and Public Opinion Polling measures how efficiently the company leverages its assets to generate profit. ROA is calculated as Net Income divided by Total Assets. |
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| Liquidity Ratios | Industry Average |
|---|---|
| Bankers and suppliers use liquidity to determine creditworthiness and identify potential threats to a company's financial viability. | |
| Current Ratio Measures a firm's ability to pay its debts over the next 12 months. |
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| Quick Ratio (Acid Test) Calculates liquid assets relative to liabilities, excluding inventories. |
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| Efficiency Ratios - Key Performance Indicators | Industry Average |
|---|---|
| Measure how quickly products and services sell, and effectively collections policies are implemented. | |
| Receivables Turnover Ratio If this number is low in your business when compared to the industry average in the research report, it may mean your payment terms are too lenient or that you are not doing a good enough job on collections. |
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| Average Collection Period Based on the Receivables Turnover, this estimates the collection period in days. Calculated as 365 divided by the Receivables Turnover |
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| Inventory Turnover A low turnover rate may point to overstocking, obsolescence, or deficiencies in the product line or marketing effort. |
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| Fixed-Asset Turnover Generally, higher is better, since it indicates the business has less money tied up in fixed assets for each dollar of sales revenue. |
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Compensation & Salary Surveys for Employees
Compensation statistics provides an accurate assessment of industry-specific jobs and national salary averages. This information can be used to identify which positions are most common, and high, low, and average annual wages.| Title | Percent of Workforce | Bottom Quartile | Average (Median) Salary | Upper Quartile |
|---|---|---|---|---|
| Management Occupations | 7% | Order at top of page |
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| Chief Executives | 0% | |||
| General and Operations Managers | 4% | |||
| Business and Financial Operations Occupations | 9% | |||
| Business Operations Specialists | 7% | |||
| Arts, Design, Entertainment, Sports, and Media Occupations | 7% | |||
| Healthcare Practitioners and Technical Occupations | 23% | |||
| Healthcare Diagnosing or Treating Practitioners | 9% | |||
| Veterinarians | 9% | |||
| Veterinarians | 9% | |||
| Health Technologists and Technicians | 14% | |||
| Health Practitioner Support Technologists and Technicians | 13% | |||
| Veterinary Technologists and Technicians | 13% | |||
| Healthcare Support Occupations | 12% | |||
| Other Healthcare Support Occupations | 12% | |||
| Miscellaneous Healthcare Support Occupations | 12% | |||
| Veterinary Assistants and Laboratory Animal Caretakers | 12% | |||
| Office and Administrative Support Occupations | 21% | |||
| Information and Record Clerks | 12% | |||
| Receptionists and Information Clerks | 7% | |||
| Receptionists and Information Clerks | 7% | |||
Marketing Research and Public Opinion Polling Competitor Landscape & Key Companies [PREMIUM]
The most influential companies in the Marketing Research and Public Opinion Polling industry and adjacent industries either have large market share or are developing new business models and methods that could disrupt the status quo. We look at leading and emerging companies in the Marketing Research and Public Opinion Polling industry and adjacent sectors:| Market Leaders: Direct Competitors Companies with the largest market share, focused in this industry |
Market leaders: Diversified Competitors Largest companies that have diversified operations in this and other industries |
| Innovators: Direct Competitors Innovative, Emerging, and Disruptive Companies that may influence the future direction of the industry. |
Innovators: Diversified Competitors Innovators and Disruptors in adjacent industries that may also affect the Marketing Research and Public Opinion Polling industry. |
Source:
Latest Industry News
- Opinion: The housing shortage is real — and fixable - Illinois needs 227,000 new homes to meet demand. Experts say smart, bipartisan reforms can boost supply — if lawmakers are willing to act. (07/08/2025)
- Housing Market Confidence Slips - The survey of 1,275 American Adults was conducted on June 30-July 2, 2025 by Rasmussen Reports. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence. Field work for all Rasmussen Reports surveys is conducted by Pulse Opinion Research, LLC. (07/08/2025)
- Poll: 72% of UK back continued investment in broadband - The UK Internet Service Providers Association (ISPA), a trade body representing ISPs and related comms providers, has published the results of a new nationally (07/08/2025)
- President considers public opinion on ICC | The Manila Times - PRESIDENT Ferdinand Marcos Jr. is considering public opinion regarding the potential return of the Philippines under the jurisdiction of the International Criminal Court (ICC), Malacañang said on Tuesday. Presidential Communications Office Undersecretary Claire Castro made the remark in response to the latest OCTA Research survey, which indicated that 57 percent of Filipinos favor the country ... (07/02/2025)
- Zaluzhnyi, Budanov, and Zelenskyy top Ukrainians’ trust rankings — poll - The findings come from a joint public opinion survey conducted by the Janus Institute for Strategic Studies and Forecasting, the SOCIS Center for Social and Marketing Research, and the Barometer of Public Sentiment monthly publication, (06/26/2025)
- Now even Democrats are losing zeal for offshore wind, AP poll shows - Survey by industry advocate Turn Forward however reveals widespread support for sector, muddying waters for effectively countering the President's hostility (06/25/2025)
- Silence engulfs pro-government polling institutions - Only one party preference poll was published in the first half of this year by institutions labelled as pro-Fidesz due to frequent government contracts. This is strikingly few compared to last year. (06/25/2025)
- Trump keeps reminding the American public to dislike him - In short, the more people pay attention to Trump, the less they like him — which creates a kind of conundrum. Trump, who’s uniquely capable of capturing the limelight, has shown he’s also incapable (or unwilling) to do anything quietly. (06/24/2025)
- Harris Poll: Higher ed faces many threats. Now it has Trump at its heels. - In the past, higher education might have filled these absent desks and dorm rooms by recruiting more international students. But their numbers are declining, too, falling 11% in the past year alone, due to revocations of visas, federal funding cuts and a climate of xenophobia. (06/23/2025)
- Opinion - Trump’s approval ratings, down in April, bounced back in May - Following a high-profile trip to the Middle East and progress in trade talks with China, polling indicates that perceptions of Trump’s performance have begun improving. (05/27/2025)
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