Marketing Research and Public Opinion Polling Revenue Benchmarks
The average marketing research and public opinion polling business in the United States generates $4.7M in annual revenue, according to the U.S. Census Bureau Statistics of U.S. Businesses (SUSB 2021). There are 3,785 marketing research and public opinion polling businesses in the U.S., employing 79,935 workers with an average profit margin of 22.0%. The average employee in this industry earns $109K per year (Bureau of Labor Statistics QCEW 2023).
What Does a Marketing Research and Public Opinion Polling Business Actually Do?
Research firms conducting quantitative surveys, focus groups, ethnographic research, and public opinion polling.
Who buys: Brands studying consumers, political campaigns, media organizations, government agencies.
Average Revenue
$4.7M
per year
Profit Margin
22.0%
industry average
Revenue / Employee
$222K
per year
Total Businesses
3,785
in the US
Est. Owner Income
$1.0M
small business avg
Labor Cost
50.0%
of revenue
Avg Employee Wage
$109K
per year (BLS)
Market Saturation
1.1
firms per 100K people
How Much Do Marketing Research and Public Opinion Polling Charge?
Market research firms conduct surveys, focus groups, and analysis. Priced per project.
| Service | Typical range |
|---|---|
Quantitative survey (500 responses) | $15,000–75,000 |
Focus group (single group) | $5,000–15,000 |
In-depth interviews (10 IDIs) | $8,000–25,000 |
Full brand tracker (ongoing) | $50,000–500,000/year |
Ranges based on industry rate surveys and typical published pricing. Actual quotes vary by city, business size, and job complexity.
Complete marketing research and public opinion polling business plan
A 12-section data-backed business plan for a marketing research and public opinion polling business — executive summary, market analysis, competitive landscape, revenue model, 3-year financial projections, operations, marketing, staffing, funding request. Pre-populated with real Census, IRS, and BLS data on this industry. Free to view.
Cost Structure — Where Every $100 in Revenue Goes
Approximate P&L breakdown for the marketing research and public opinion polling industry. Labor share and net profit are grounded in Census SUSB and IRS SOI data. Other lines are split using sector-typical ratios.
| Category | Per $100 revenue | Per typical business | What's in it |
|---|---|---|---|
Client-related expenses | $4 | $197K | Software licenses, subscriptions, printing, filing fees, travel billed to clients. |
Wages & benefits | $50 | $2.3M | Payroll for all employees at the business (owner comp not included for small owner-operators). |
Rent & facilities | $6 | $263K | Rent or mortgage on business location plus utilities tied to the space. |
Marketing & advertising | $4 | $197K | Google/Meta ads, SEO, print, referral fees, event sponsorships. |
Other operating costs | $14 | $657K | Professional liability insurance, continuing education, tech, admin support. |
Net profit | $22 | $1.0M | What remains for the owner or shareholders after all business expenses. |
Directionally accurate for a typical business in the industry. Individual businesses vary widely — a franchise may run a very different cost mix from an independent, and older established businesses often have lower labor share than newer ones.
Average Revenue by Business Size
Industry Dynamics (Census BDS 2023)
New Business Rate
13.21%
openings/year
Closure Rate
10.38%
closings/year
Net Job Growth
+2.16%
annual
Businesses Closed
5,672
in 2023
Firm Count Trend
Should You Start a Marketing Research and Public Opinion Polling Business?
Startup Cost
$10K – $75K
Break-Even
0 months
5-Year Survival Rate
60.0%
Related Industries
Frequently Asked Questions
- What does a marketing research and public opinion polling business do?
- Research firms conducting quantitative surveys, focus groups, ethnographic research, and public opinion polling. Brands studying consumers, political campaigns, media organizations, government agencies.
- How much do marketing research and public opinion polling charge?
- Market research firms conduct surveys, focus groups, and analysis. Priced per project. See the pricing table above for typical rates by service type.
- How much does the average marketing research and public opinion polling make per year?
- The average marketing research and public opinion polling business generates $4.7M in annual revenue, based on U.S. Census Bureau data (SUSB 2021). After expenses, the estimated owner profit is $1.0M per year at a 22.0% profit margin.
- How many marketing research and public opinion polling businesses are there in the US?
- There are 3,785 marketing research and public opinion polling businesses operating in the United States, employing a total of 79,935 workers.
- How much does it cost to start a marketing research and public opinion polling business?
- Startup costs for a marketing research and public opinion polling business typically range from $10K to $75K, with a 5-year survival rate of 60.0%.
- What is the average salary in the marketing research and public opinion polling industry?
- The average employee in the marketing research and public opinion polling industry earns $109K per year, according to Bureau of Labor Statistics data (QCEW 2023).
Industry Growth & Survival
The marketing research and public opinion polling industry is actively growing — adding jobs at a net rate of 2.2% per year. New establishments are opening faster than existing ones close (13.2% entry vs 10.4% exit), indicating healthy demand.
Approximately 58% of marketing research and public opinion polling businesses survive their first 5 years. This is near the national average (~50%), with typical business risk. In 2023, 5,672 firms in this industry closed permanently.
Employment & Wages
The average employee in the marketing research and public opinion polling industry earns $108,899/year. This is significantly above the national average of ~$65K, reflecting the skilled nature of this work. With 10,522 establishments employing 74,127 people, the typical business has about 7 employees.
Industry Trend (2000–2023)
The marketing research and public opinion polling industry has grown 23% since 2000 (from 47,380 to 58,460 firms).
See full historical statistics →Compare Marketing Research and Public Opinion Polling revenue with other industries: