Marketing Research and Public Opinion Polling — Market Size & Saturation

There are 10,522 marketing research and public opinion polling establishments in the United States — that's 3.2 businesses per 100,000 people.

10,522
Total Establishments (QCEW)
58,460
Total Firms
3.2
Businesses per 100K People

Is Marketing Research and Public Opinion Polling Oversaturated?

With only 3.2 businesses per 100,000 people, the marketing research and public opinion polling market has relatively low saturation. Just 10,522 establishments serve the entire US market.

Low saturation can indicate an opportunity — either the market is underserved, or there are high barriers to entry (capital requirements, licensing, specialized skills). If demand exists and you can clear the entry barriers, competition will be limited. However, verify that low saturation isn't due to declining demand.

Competition Dynamics

Entry and exit rates reveal how actively the competitive landscape is changing.

13.2%
Entry Rate
10.4%
Exit Rate
58%
5-Year Survival
+2.2%
Net Growth

More businesses are opening (13.2%) than closing (10.4%) — the market is expanding and attracting new entrants. Competition is intensifying.

Should You Enter This Market?

Here's a summary of the competitive picture for marketing research and public opinion polling:

Market Size

10,522 establishments

Density

3.2 per 100K people

Avg Revenue/Business

$4.7M/year

Competition Level

Low Competition

Low competition suggests opportunity — if you can clear entry barriers and validate demand in your local market, you'll face fewer rivals.

Revenue benchmarks for Marketing Research and Public Opinion Polling →Survival & failure rates →

Frequently Asked Questions

How many marketing research and public opinion polling businesses are in the US?
There are 10,522 marketing research and public opinion polling establishments in the United States (58,460 unique firms). This translates to approximately 3.2 businesses per 100,000 people nationwide.
Is the marketing research and public opinion polling market oversaturated?
With only 3.2 businesses per 100K people, the marketing research and public opinion polling market has low saturation and may present opportunities for new entrants.

Sources: Bureau of Labor Statistics QCEW (2023), U.S. Census Bureau Business Dynamics Statistics. Population: 331,449,281 (2020 Census).