541910

Analysis

NAICS 541910 is the 2022 national industry for marketing research and public opinion polling, part of 54191 (Marketing Research and Public Opinion Polling). Census lists 10 example activities under it in the official index.

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.

Its index entries, the activities Census uses to assign businesses to this code, include broadcast media rating services, internet media audience research services, internet traffic monitoring research services and marketing analysis services, among 10 in all.

For example, providing research and analysis in economics, sociology, and related fields are classified in 541720 (Research and Development in the Social Sciences and Humanities) instead.

Census lists 2 related activities that belong elsewhere, most often in 541720 and 541613. Businesses that do several things are classified by their primary activity, the one that generates the most value, so check those boundaries before settling on this code.