Top DoD marketing research and public opinion polling contractors
In the 12 months ending Oct 5, 2026, the Department of Defense obligated $5.5M in net prime contract dollars under NAICS 541910, down 35.9% from $8.6M in the preceding 12 months. 13 prime contractors received positive obligations, and 2 of them accounted for 80% of that spend.
Prime contracts funded by the Department of Defense. Latest 12 months: Oct 6, 2025 to Oct 5, 2026. Source: USAspending.gov.
DoD publishes contract data to USAspending with a 90-day delay, so the most recent months understate DoD activity.
Obligations by fiscal year
Net prime contract obligations by federal fiscal year (October to September).
Top DoD contractors for NAICS 541910
Ranked by positive obligations in the latest 12 months. Share is of all positive obligations in this market.
| # | Contractor | Latest 12 mo | Prior 12 mo | Share | Rank change |
|---|---|---|---|---|---|
| 1 | Data Recognition Corporation | $4.0M | $5.4M | 69.1% | — |
| 2 | Gallup, Inc. | $1.2M | $1.0M | 20.2% | — |
| 3 | Public Spend Forum LLC | $140K | $281K | 2.4% | ▲ 3 |
| 4 | The Hanover Research Council LLC | $136K | $130K | 2.4% | ▲ 5 |
| 5 | Idtechex, Inc. | $100K | $0 | 1.7% | New |
| 6 | Serco Inc | $71K | $427K | 1.2% | ▼ 3 |
| 7 | Replit, Inc. | $50K | $0 | 0.9% | New |
| 8 | Ibisworld, Inc. | $40K | $39K | 0.7% | ▲ 3 |
| 9 | IHS Global Inc | $30K | $29K | 0.5% | ▲ 3 |
| 10 | CUT Time LLC | $18K | $18K | 0.3% | ▲ 4 |
| 11 | Anthology Inc | $14K | $14K | 0.2% | ▲ 4 |
| 12 | Dynalec Corporation | $7K | $0 | 0.1% | New |
| 13 | Barbaricum LLC | $6K | $309K | 0.1% | ▼ 8 |
What changed in the last 12 months
Contractors with the largest change in reported obligations versus the preceding 12 months.
Largest gains
- Gallup, Inc.$1.0M → $1.2M (+$112K) · now #2
- Idtechex, Inc.$0 → $100K (+$100K) · now #5
- Replit, Inc.$0 → $50K (+$50K) · now #7
Largest declines
- Data Recognition Corporation$5.4M → $4.0M (−$1.4M) · now #1
- Advanced Survey Design, LLC$357K → $0 (−$357K) · no latest-period obligations
- Serco Inc$427K → $71K (−$356K) · now #6
New to this market
2 contractors received their first obligations in this market (since FY2022) during the latest 12 months. The largest:
| Contractor | First obligation | Latest 12 mo |
|---|---|---|
| Idtechex, Inc. | Apr 20, 2026 | $100K |
| Replit, Inc. | May 4, 2026 | $50K |
Where the money comes from
Funding sub-agencies within the Department of Defense, latest 12 months. The funding organization can differ from the office that runs the requirement.
| Funding sub-agency | Latest 12 mo | Prior 12 mo | Change |
|---|---|---|---|
| Defense Human Resources Activity | $4.0M | $5.4M | Down $1.4M (26.2%) |
| Department of the Navy | $1.3M | $1.6M | Down $333K (21.1%) |
| Defense Logistics Agency | $147K | $281K | Down $134K (47.5%) |
| Department of the Air Force | $120K | $323K | Down $203K (62.9%) |
| Immediate Office of the Secretary of Defense | $90K | $39K | Up $51K (131.6%) |
| Department of the Army | $71K | $455K | Down $383K (84.3%) |
Potential recompetes
Large awards in this market whose current period of performance ends in the next 18 months. Treat these as research leads: options, extensions, and follow-on vehicles often change the timing.
| Award | Incumbent | Obligated | Current end |
|---|---|---|---|
| N0018925CZ002 | Gallup, Inc. ASSESSMENT STUDY | $2.0M | Oct 31, 2026 |
| 47QFPA26F0022 | Data Recognition Corporation O072026 2029 OPA DCP OPERATIONS SUPPORT TASK ORDER | $3.2M | Jul 5, 2027 |
Common questions
Who are the top DoD contractors for NAICS 541910?
In the latest 12 months, Data Recognition Corporation ($4.0M), Gallup, Inc. ($1.2M), Public Spend Forum LLC ($140K) received the most DoD obligations for marketing research and public opinion polling.
How concentrated is this market?
The eight largest primes held 98.7% of positive obligations, and Data Recognition Corporation alone held 69.1%. 2 contractors won their first obligations in this market during the latest 12 months.
Are any large DoD NAICS 541910 contracts ending soon?
2 of the largest awards in this market reach their current end date in the next 18 months. The first is N0018925CZ002 (Gallup, Inc., $2.0M obligated), ending Oct 31, 2026. An end date is a research lead, not a confirmed recompete: options and extensions often move it.
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$7.2MFigures are net obligations on prime contracts (award types A–D) from USAspending.gov, grouped by funding agency and the NAICS code on each award. Net obligations include deobligations and corrections, so they can differ from positive-obligation totals. See methodology.
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