541910/Marketing Research and Public Opinion Polling
US businesses, employees and payroll, 2017 to 2023
78K
employees, 2023
78K
employees, 2023
In 2023, 4,401 US Marketing Research and Public Opinion Polling business locations employed 78,424 people and paid $8.2 billion in annual payroll, $103,972 per employee on average. Employment was down 6.5% from 2022. California had the most employees.
Updated Oct 9, 2026 · data year 2023
Business locations
4,401
-2.7% vs 2022
Employees
78,424
-6.5% vs 2022
Annual payroll
$8.2B
-8.8% vs 2022
Average pay
$103,972
-2.4% vs 2022
Over the years
United States, 2017 to 2023
Employees
Paid employees in mid-March
Business locations
Places with paid employees
By state
Employees of Marketing Research and Public Opinion Polling in each state, 2023
Employees by state
States with the most employees
Employees and the share of all the state's jobs
| State | Business locations | Employees | Average pay | Share of state jobs |
|---|---|---|---|---|
| California | 713 | 11,824 | $133,830 | 0.07% |
| New York | 407 | 9,162 | $135,852 | 0.10% |
| Illinois | 226 | 7,675 | $111,965 | 0.14% |
| Texas | 318 | 4,667 | $77,006 | 0.04% |
| Ohio | 136 | 4,642 | $98,926 | 0.09% |
| Massachusetts | 141 | 4,198 | $140,891 | 0.12% |
| Virginia | 119 | 3,684 | $68,466 | 0.10% |
| Florida | 336 | 3,493 | $73,336 | 0.03% |
| Connecticut | 82 | 2,868 | $113,127 | 0.19% |
| Pennsylvania | 167 | 2,779 | $85,191 | 0.05% |
| New Jersey | 149 | 2,601 | $86,100 | 0.07% |
| Michigan | 97 | 1,900 | $105,971 | 0.05% |
| Colorado | 112 | 1,559 | $100,852 | 0.06% |
| Georgia | 130 | 1,540 | $66,634 | 0.03% |
| District of Columbia | 66 | 1,443 | $129,780 | 0.26% |
The 15 states with the most employees. Download the CSV for all 50.
Top metro areas
Metro and micro areas with the most Marketing Research and Public Opinion Polling employees, 2023
Metro areas with the most employees
| Metro area | Locations | Employees | Average pay |
|---|---|---|---|
| New York-Newark-Jersey City, NY-NJ | 468 | 10,291 | $132,144 |
| Chicago-Naperville-Elgin, IL-IN | 213 | 7,599 | $112,221 |
| Los Angeles-Long Beach-Anaheim, CA | 311 | 5,497 | $118,218 |
| Boston-Cambridge-Newton, MA-NH | 129 | 4,211 | $142,164 |
| Washington-Arlington-Alexandria, DC-VA-MD-WV | 177 | 3,164 | $120,305 |
| San Francisco-Oakland-Fremont, CA | 163 | 2,845 | $145,523 |
| Cincinnati, OH-KY-IN | 52 | 2,596 | $130,433 |
| Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | 139 | 2,500 | $82,676 |
| Bridgeport-Stamford-Danbury, CT | 47 | 2,461 | $117,844 |
| San Jose-Sunnyvale-Santa Clara, CA | 49 | 2,160* | $173,506 |
| Dallas-Fort Worth-Arlington, TX | 119 | 1,917 | $74,124 |
| Detroit-Warren-Dearborn, MI | 57 | 1,502 | $115,133 |
| Tampa-St. Petersburg-Clearwater, FL | 52 | 1,500* | $72,275 |
| Richmond, VA | 17 | 1,342* | $28,838 |
| Atlanta-Sandy Springs-Roswell, GA | 106 | 1,283 | $62,359 |
Business size
US Marketing Research and Public Opinion Polling business locations by number of employees, 2023
Locations by size
| Employees | Locations | Share |
|---|---|---|
| Under 5 | 2,801 | 63.6% |
| 5 to 9 | 529 | 12.0% |
| 10 to 19 | 418 | 9.5% |
| 20 to 49 | 352 | 8.0% |
| 50 to 99 | 158 | 3.6% |
| 100 to 249 | 92 | 2.1% |
| 250 to 499 | 32 | 0.7% |
| 500 to 999 | 11 | 0.2% |
| 1,000 or more | 8 | 0.2% |
Related industries
The industries this code belongs to
Part of Professional, Scientific, and Technical Services 54Professional, Scientific, and Technical Services 541Other Professional, Scientific, and Technical Services 5419Marketing Research and Public Opinion Polling 54191
Questions and answers
How many people work in Marketing Research and Public Opinion Polling in the US?
78,424 people worked at 4,401 US Marketing Research and Public Opinion Polling business locations in 2023, down 6.5% from 2022. That is 0.06% of all US private-sector employees.
What is the average pay in Marketing Research and Public Opinion Polling?
$103,972 a year per employee in 2023, from $8.2 billion in annual payroll (down 2.4% from 2022). The average across all US industries was $68,342.
Which state has the most Marketing Research and Public Opinion Polling jobs?
California had the most, with 11,824 employees in 2023, followed by New York (9,162) and Illinois (7,675).
Which metro areas have the most Marketing Research and Public Opinion Polling jobs?
New York-Newark-Jersey City, NY-NJ (10,291), Chicago-Naperville-Elgin, IL-IN (7,599), Los Angeles-Long Beach-Anaheim, CA (5,497) had the most Marketing Research and Public Opinion Polling employees in 2023.
Are most Marketing Research and Public Opinion Polling businesses small?
85.2% of the 4,401 Marketing Research and Public Opinion Polling business locations had fewer than 20 employees in 2023, and 19 had 500 or more.
Official US government statistics, published once a year. Business locations are places with paid employees; employees are counted in mid-March; payroll covers the whole year. Covers most private employers, not the self-employed, most government workers or farm workers on farms. * Less accurate: changed by 5% or more to protect privacy. Changes from the year before are shown only when both years use the same edition of the industry codes.