Analysis
NAICS 54191 is the 2022 NAICS industry for marketing research and public opinion polling, part of 5419 (Other Professional, Scientific, and Technical Services).
It has only one more detailed code, 541910, which covers exactly the same activities; the definition, index entries and statistics are on that page.
County Business Patterns counts 4,401 US establishments in this code in 2023, employing 78,424 people at an average annual payroll of $103,972 per employee (86th percentile of national industries). 64% of the establishments have fewer than five employees, which marks it as a small-business industry.
Between 2018 and 2023 the number of establishments fell 11% and employment fell 14%. The 2018 count used NAICS 2017, so part of a large move can come from codes being redefined rather than from businesses opening or closing.
By establishments it ranks 4th of the 5 codes at this level within Other Professional, Scientific, and Technical Services, with 5.3% of them.
Official definition
See industry description for 541910.
Source: US Census Bureau, NAICS 2022 Manual.