Data / Federal awards / NAICS 541910 / Department of Defense
Department of Defense contracts under NAICS 541910 Marketing Research and Public Opinion Polling: $7.3 million to 33 recipients (FY2024 to FY2027)
Updated October 6, 2026. Source: USAspending.gov.
Department of Defense obligated $7.3 million under NAICS 541910, Marketing Research and Public Opinion Polling, across 58 contract awards to 33 named recipients in fiscal years 2024 to 2027. The largest recipients are GALLUP, INC. ($2.3 million), BARBARICUM LLC ($863,526), GENERAL DYNAMICS INFORMATION TECHNOLOGY, INC. ($774,261).
The request: Every federal contract awarded by Department of Defense under NAICS 541910, with the winner, the value and the period of performance. $10 of work on sign-up, no card.
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- Agency
- Department of Defense
- NAICS code
- 541910 Marketing Research and Public Opinion Polling
- Contract awards
- 58
- Obligated
- $7.3 million
- Named recipients
- 33
- Small business share of obligations
- 32%
- Full and open competition share
- 25%
- Set aside share
- 1%
- Latest action
- 2026-06-30
Incumbents at this agency
Ranked by dollars obligated in fiscal years 2024 to 2027.
| Recipient | Business size | Awards | Obligated | Share |
|---|---|---|---|---|
| GALLUP, INC. | Other Than Small Business | 8 | $2.3 million | 31.5% |
| BARBARICUM LLC | Small Business | 3 | $863,526 | 11.9% |
| GENERAL DYNAMICS INFORMATION TECHNOLOGY, INC. | Other Than Small Business | 1 | $774,261 | 10.6% |
| ADVANCED SURVEY DESIGN, LLC | Small Business | 4 | $756,328 | 10.4% |
| RETAIL DATA, LLC | Other Than Small Business | 1 | $527,814 | 7.3% |
| SERCO INC | Other Than Small Business | 1 | $498,269 | 6.8% |
| A-G ASSOCIATES, INC. | Small Business | 1 | $399,829 | 5.5% |
| THE HANOVER RESEARCH COUNCIL LLC | Other Than Small Business | 1 | $390,120 | 5.4% |
| WOW DIGITAL OU | Other Than Small Business | 2 | $339,919 | 4.7% |
| IBISWORLD, INC. | Other Than Small Business | 1 | $116,375 | 1.6% |
| THE NIELSEN COMPANY (US), LLC | Small Business | 1 | $107,340 | 1.5% |
| IDTECHEX, INC. | Small Business | 1 | $100,000 | 1.4% |
| MISCELLANEOUS FOREIGN AWARDEES | Other Than Small Business | 1 | $75,600 | 1.0% |
| IHS GLOBAL INC | Other Than Small Business | 1 | $59,240 | 0.8% |
| CUT TIME LLC | Small Business | 2 | $51,918 | 0.7% |
| REPLIT, INC. | Other Than Small Business | 1 | $50,000 | 0.7% |
| ANTHOLOGY INC | Small Business | 1 | $40,950 | 0.6% |
| BG CONSULTING SERVICES LLC | Small Business | 1 | $39,069 | 0.5% |
| WINDWALKER GROUP LLC | Small Business | 2 | $22,497 | 0.3% |
| CARAHSOFT TECHNOLOGY CORP | Other Than Small Business | 3 | $20,763 | 0.3% |
| THUNDERCAT TECHNOLOGY, LLC | Other Than Small Business | 1 | $19,757 | 0.3% |
| DYNALEC CORPORATION | Small Business | 3 | $17,424 | 0.2% |
| MELTWATER NEWS US INC | Other Than Small Business | 2 | $12,800 | 0.2% |
| SURVEYMONKEY INC. | Other Than Small Business | 2 | $8,988 | 0.1% |
| PROSPECT COMPUTER AND COMMUNICATIONS INC | Small Business | 2 | $1,844 | 0.0% |
| ZOHO CORPORATION | Other Than Small Business | 1 | $1,370 | 0.0% |
| SYNERGY TELCOM, INC. | Small Business | 2 | $358 | 0.0% |
| THE MILLENNIUM GROUP INT'L LLC | Small Business | 1 | $0 | 0.0% |
| DECISION.PARTNERS INC. | Small Business | 1 | $0 | 0.0% |
| THE DISTRICT COMMUNICATIONS GROUP LLC | Other Than Small Business | 1 | $0 | 0.0% |
| FORS MARSH GROUP LLC | Small Business | 2 | $-13,246 | -0.2% |
| BOOZ ALLEN HAMILTON INC | Other Than Small Business | 1 | $-114,414 | -1.6% |
| ECHO QUALITATIVE PROJECT SUPPORT | Small Business | 2 | $-179,607 | -2.5% |
Offices buying
| Sub agency | Awards | Obligated |
|---|---|---|
| Department of the Navy | 25 | $4.6 million |
| Department of the Air Force | 6 | $1.4 million |
| Department of the Army | 10 | $540,820 |
| Defense Commissary Agency | 1 | $527,814 |
| U.S. Special Operations Command | 3 | $415,519 |
| Defense Media Activity | 1 | $107,340 |
| Defense Logistics Agency | 7 | $19,626 |
| Defense Human Resources Activity | 2 | $-13,246 |
| Defense Health Agency | 1 | $-114,414 |
| USTRANSCOM | 2 | $-179,607 |
Obligations by fiscal year
| Fiscal year | Obligated |
|---|---|
| FY2024 | $2.9 million |
| FY2025 | $3 million |
| FY2026 | $1.4 million |
Products and services bought
| Code | Product or service | Awards | Obligated |
|---|---|---|---|
| R422 | Support- Professional: Market Research/public Opinion | 28 | $5.5 million |
| R702 | Support- Management: Data Collection | 5 | $547,213 |
| R699 | Support- Administrative: Other | 1 | $498,269 |
| U099 | Education/training- Other | 5 | $324,552 |
| 7A21 | IT and Telecom - Business Application Software (perpetual License Software) | 1 | $116,375 |
| 6770 | Film, Processed | 1 | $107,340 |
| DA10 | IT and Telecom - Business Application/application Development Software As A Service | 2 | $98,309 |
| R608 | Support- Administrative: Translation and Interpreting | 1 | $75,600 |
Largest contract awards
| Award ID | Recipient | Agency | Type | NAICS | What it buys | Obligated in window | Award value | Starts | Ends | Place of performance | Source |
|---|---|---|---|---|---|---|---|---|---|---|---|
| N0018925CZ002 | GALLUP, INC. | Department of Defense | Definitive Contract | 541910 | ASSESSMENT STUDY | $1,971,290 | $1,971,290 | November 1, 2024 | October 31, 2026 | Washington, DC | usaspending.gov |
| N0018924CZ004 | GENERAL DYNAMICS INFORMATION TECHNOLOGY, INC. | Department of Defense | Definitive Contract | 541910 | ASSESSMENT STUDY | $774,261 | $869,768 | November 1, 2023 | October 31, 2024 | Washington, DC | usaspending.gov |
| FA701424F0291 | BARBARICUM LLC | Department of Defense | Delivery Order | 541910 | SAF/PA MORNING REPORT | $547,901 | $547,901 | September 29, 2024 | September 28, 2025 | Jb Andrews, MD | usaspending.gov |
| HDEC0521C0005 | RETAIL DATA, LLC | Department of Defense | Definitive Contract | 541910 | QUARTERLY PRICE SHOPS FOR VARIOUS COMMISSARIES | $527,814 | $1,285,190 | September 17, 2021 | September 29, 2026 | Glen Allen, VA | usaspending.gov |
| W9124D25CA021 | SERCO INC | Department of Defense | Definitive Contract | 541910 | THIS PR IS FOR MARKETING ANALYTICAL SUPPORT FOR AEMO. | $498,269 | $498,269 | May 28, 2025 | July 27, 2026 | Chicago, IL | usaspending.gov |
| M0026425F0231 | ADVANCED SURVEY DESIGN, LLC | Department of Defense | Delivery Order | 541910 | GCASS SURVEYS | $414,133 | $414,133 | September 30, 2025 | September 29, 2026 | Monterey, CA | usaspending.gov |
| FA701424F0293 | A-G ASSOCIATES, INC. | Department of Defense | Delivery Order | 541910 | FY24 - SAF/PA - OPINION AND RESEARCH SURVEY SERVICES | $399,829 | $399,829 | September 8, 2024 | September 7, 2025 | Jb Andrews, MD | usaspending.gov |
| M0026424F0328 | ADVANCED SURVEY DESIGN, LLC | Department of Defense | Delivery Order | 541910 | GCASS SURVEYS ORDERING PERIOD THREE. | $398,901 | $398,901 | September 30, 2024 | September 29, 2025 | Monterey, CA | usaspending.gov |
| N0018924PZ055 | THE HANOVER RESEARCH COUNCIL LLC | Department of Defense | Purchase Order | 541910 | ASSESSMENT RESEARCH SERVICES | $390,120 | $390,120 | February 16, 2024 | February 19, 2027 | Newport, RI | usaspending.gov |
| FA701425F0305 | BARBARICUM LLC | Department of Defense | Delivery Order | 541910 | SAF/PA MORNING REPORT | $315,625 | $315,625 | September 29, 2025 | September 28, 2026 | Jb Andrews, MD | usaspending.gov |
| H9227825PE007 | WOW DIGITAL OU | Department of Defense | Purchase Order | 541910 | CONTRACT TO PROVIDE DESIGN, PRODUCTION, DISTRIBUTION AND DISSEMINATION OF MULTIPLE ADVERTISEMENTS PRODUCTS IN ESTONIA. | $198,404 | $198,413 | August 31, 2025 | August 30, 2026 | Estonia | usaspending.gov |
| N6893626F5061 | GALLUP, INC. | Department of Defense | Delivery Order | 541910 | GALLUP SURVEY | $161,077 | $161,077 | January 26, 2026 | January 28, 2027 | Washington, DC | usaspending.gov |
| H9227824P0042 | WOW DIGITAL OU | Department of Defense | Purchase Order | 541910 | MARKETING CAMPAIGN | $141,515 | $141,515 | September 27, 2024 | July 29, 2025 | Germany | usaspending.gov |
| N0018924PZ232 | IBISWORLD, INC. | Department of Defense | Purchase Order | 541910 | IBISWORLD SITE ACADEMIC LICENSE (INSTITUTION WIDE) | $116,375 | $116,375 | April 5, 2024 | April 5, 2026 | Washington, DC | usaspending.gov |
| HQ051625CE008 | THE NIELSEN COMPANY (US), LLC | Department of Defense | Definitive Contract | 541910 | NIELSEN MEDIA RESEARCH DATA | $107,340 | $107,340 | September 29, 2025 | September 28, 2030 | New York, NY | usaspending.gov |
| FA714626P0006 | IDTECHEX, INC. | Department of Defense | Purchase Order | 541910 | IDTECHEX INC. SOFTWARE USER LICENSES | $100,000 | $130,000 | April 24, 2026 | May 4, 2027 | Fairfax, VA | usaspending.gov |
| N0042124F0139 | GALLUP, INC. | Department of Defense | Delivery Order | 541910 | BASE YEAR EXECUTIVE REPORTING | $82,740 | $82,740 | December 15, 2023 | May 2, 2025 | Patuxent River, MD | usaspending.gov |
| H9227623P0055 | MISCELLANEOUS FOREIGN AWARDEES | Department of Defense | Purchase Order | 541910 | CULTURAL ADVISOR SERVS NIAMEY/OUALLAM | $75,600 | $151,200 | July 31, 2023 | July 31, 2024 | Tampa, FL | usaspending.gov |
| N6893623P0343 | GALLUP, INC. | Department of Defense | Purchase Order | 541910 | BASE YEAR COMMERCIAL | $67,500 | $135,000 | July 24, 2023 | January 31, 2026 | Washington, DC | usaspending.gov |
| N0002425P6214 | IHS GLOBAL INC | Department of Defense | Purchase Order | 541910 | P&P AMERICAS MODULE (IHS) | $59,240 | $59,240 | February 27, 2025 | March 20, 2027 | Washington Navy Yard, DC | usaspending.gov |
| N0018926PD033 | REPLIT, INC. | Department of Defense | Purchase Order | 541910 | REPLIT AI SOFTWARE SUBSCRIPTION | $50,000 | $50,000 | May 4, 2026 | May 4, 2026 | Washington, DC | usaspending.gov |
| FA700022C0018 | ANTHOLOGY INC | Department of Defense | Definitive Contract | 541910 | COURSE EVALUATION SOFTWARE WITH IDEA | $40,950 | $68,250 | April 21, 2022 | April 20, 2027 | Boca Raton, FL | usaspending.gov |
| M0031824P0017 | BG CONSULTING SERVICES LLC | Department of Defense | Purchase Order | 541910 | SOCIAL MEDIA ANALYTICS | $39,069 | $39,069 | August 12, 2024 | September 15, 2025 | Camp H M Smith, HI | usaspending.gov |
| M0026425P0047 | CUT TIME LLC | Department of Defense | Purchase Order | 541910 | MTD RESEARCH DATA LICENSES | $35,259 | $35,259 | July 31, 2025 | July 31, 2026 | Washington, DC | usaspending.gov |
| M0026424F0326 | WINDWALKER GROUP LLC | Department of Defense | Delivery Order | 541910 | STUDY PLANNING OBJECTIVES | $22,497 | $22,497 | September 6, 2024 | March 21, 2025 | Quantico, VA | usaspending.gov |
Public U.S. federal spending data (U.S. Department of the Treasury). Obligations are the contract actions dated in fiscal years 2024 to 2027 of the USAspending.gov award archive of 2026-10-06; a contract's total value is its current value as USAspending reports it, including earlier years. Recipients are matched on their SAM.gov UEI, never on the name, and are shown as the government prints them. Sole proprietorships and opted-out entities count in the totals and are not named. Free to reuse with credit to SpecStream under CC BY 4.0. Spot a wrong value? Write to [email protected] with the link to this page.