Marketing Research and Public Opinion Polling — Business Survival Rate
An estimated 58% of marketing research and public opinion polling businesses survive their first 5 years, based on U.S. Census Bureau Business Dynamics Statistics. The annual business closure rate is 10.4%.
Is Marketing Research and Public Opinion Polling a Good Business to Start?
With a 58% five-year survival rate, marketing research and public opinion polling is near the national average (~50%). This means roughly half of new entrants will still be operating after 5 years — typical business risk that rewards solid planning and execution.
The annual exit rate of 10.4% indicates moderate turnover. Success depends on differentiation, location, and operational efficiency rather than inherent industry advantages.
Entry vs. Exit Rates
Annual rate of new businesses opening versus existing businesses closing.
Net positive: more businesses opening than closing (+2.8 pp spread).
Job Creation & Destruction
The industry is adding jobs faster than losing them — a positive sign for both workers and new business owners looking to hire. Total employment: 781,240 workers across 58,460 firms.
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See full revenue benchmarks for Marketing Research and Public Opinion Polling →Frequently Asked Questions
- What percentage of marketing research and public opinion polling businesses fail?
- Approximately 42% of marketing research and public opinion polling businesses fail within their first 5 years. The annual closure rate is 10.4%, with 5,672 firms closing permanently in 2023.
- Is the marketing research and public opinion polling industry growing or shrinking?
- The marketing research and public opinion polling industry is currently growing with a net job creation rate of +2.2% per year. New businesses are entering at 13.2% while 10.4% close annually.
Source: U.S. Census Bureau, Business Dynamics Statistics (2023). Survival rate estimated from annual exit rates.