Procurement Market Intelligence Report
Opinion Polling Services
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Opinion Polling Services Global Overview
Definition
Summary
Providers include agencies administering telephone, internet, mail or on-location surveys to conduct quantitative market research. Opinion polling can be used for understanding market size and competitors, drafting business plans, benchmarking, forecasting, litigation support and other relevant services. Some vendors specialize in one service (e.g., only data collection), while others provide full-service offerings (e.g., data collection, analysis and reporting).
This Report Includes:
- Polling Data Collection
- Polling Data Analysis
- Polling Data Reporting
Not in this Report:
- Agencies Conducting Interviews
- Focus Groups
- Behavioral Research
- Collecting Broadcast Media Ratings
Global Opinion Polling Services Procurement Trends
Discover the top international trends affecting procurement in the global Opinion Polling Services market.
Warning Trends
United States announces additional tariffs on China
- In February 2025, the United States announced 10.0% tariffs on imports from China. The tariffs took effect on February 4, 2025.
- The tariff plan applies to all merchandise imported for consumption and applies in addition to other duties and fees that are in place, with limited exceptions.
- In response, China announced a 15.0% tariff on products such as coal and natural gas, as well as a 10.0% tariff on crude oil, agricultural machinery, pickup trucks, and large cars. The tariff executive orders indicate retaliatory tariffs could lead to further escalation in rates.
- Providers in this market rely on inputs often sourced from China. As such, ProcurementIQ will continue to monitor developments in this space and update analysis accordingly.
United States postpones plans for sweeping tariffs on Canada and Mexico
- In February 2025, the United States announced 25.0% tariffs on imports from Canada and Mexico.
- Though initially set to take effect on February 4, 2025, the implementation of tariffs on Canada and Mexico has been postponed 30 days to allow for further negotiation.
- The tariff plan initially proposed by the US applies to all merchandise imported for consumption and applies in addition to other duties or fees that are in place, with limited exceptions.
- Providers in this market rely on input costs often sourced from an affected country. As such, ProcurementIQ will continue to monitor developments in this space and update analysis accordingly.
Global Opinion Polling Services Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1Europe | 5,260 |
| #2South America | 2,215 |
| #3China | 1,735 |
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Geography Drilldown - US
Average Cost of Opinion Polling Services
United States
2025 Market Pricing$3.00 to $XXX.XX
per completed surveyAverage Price
Prices in the Opinion Polling Services market range from $3.00 to $XXX.XX, depending on Sample Source, Data Collection Method and Survey Length. For example, lower prices are associated with Buyer's own sample population and General audience, whereas higher prices are associated with Supplier's recruited sample population, Specific or targeted demographic and Oversampling.
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Opinion Polling Services Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Opinion Polling Services market, prices in the US have grown 3.0% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
3.0%
Compound Annual Growth RateUnited States (2025-2028)
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Opinion Polling Services
Total cost of ownership is Low in the Opinion Polling Services market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Scope Changes may raise the total cost of ownership unexpectedly.
Negotiated Before
Other Fees
Billed During
Labor
Unforeseen
Scope Changes
Buyer Power in Procurement Negotiations
In 2025, buyer power amounts to -1.5 in the United States. Buyer power is most positively impacted by Forecast Price Trend. It is most negatively impacted by Market Share Concentration. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Low, which has a positive impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Commercial Leasing Companies
- Computer & Software Wholesalers
- Wired Telecom Carriers
- Office Supply Wholesalers
2nd
Tier Suppliers
- Real Estate Sales & Brokerage Firms
- Computer Manufacturers
- Software Publishers
- Telecom Networking Equipment Manufacturers
- Office Supply Manufacturers
Biggest Opinion Polling Services Suppliers in the US by Revenue
The largest Opinion Polling Services vendors by revenue in the US are Wpp Plc, Icf International, Inc. and Gfk Se. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Nielsen Holdings Plc | Global | NEW YORK, NY | >10,000 | 10-15 | ||||
| Wpp Plc | Global | London, UK | >10,001 | < 5 | ||||
| Ipsos | Global | Paris, FR | >10,001 | < 5 | ||||
| Icf International, Inc. | Global | RESTON | 1,001-10,000 | < 5 | ||||
| Westat Inc. | Global | Rockville , MD | 1,001-10,000 | < 5 | ||||
| Npd Group Inc. | International | Port Washington , NY | 1,001-10,000 | < 5 | ||||
| JD Power & Associates | Global | Westlake Village, CA | 501-1,000 | < 5 | ||||
| Abt Associates Inc. | National | Cambridge, MA | 1,001-10,000 | < 5 | ||||
| Comscore Inc. | Global | RESTON, VA | 1,001-10,000 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Opinion Polling Services market is 12.2% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Purchases. The cost trend for this component is falling, when considering movement between 2024 and 2025. To understand cost forecasts for 2026 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
The low level of concentration within the market creates a favorable environment for buyers, as it gives buyers a considerable amount of negotiating power because many small vendors must compete to secure larger portions of the market.
There is a moderate degree of financial risk on average among suppliers in the market. While large, diversified suppliers are generally at low risk, the market’s many small providers are at much higher risk due to their reliance on favorable economic conditions.
The lack of physical inputs gives this market a low level of supply chain risk.
In general, there is a slow rate of regulatory change in the opinion polling services market. Nonetheless, supplier reputation is enhanced through membership in industry associations.
The announced merger between NielsenIQ and GfK will improve product offerings and allow for additional bundling opportunities for related services, presenting cost-savings opportunities for buyers.
The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises.
Supplier Information
Nielsen Holdings Plc
Nielsen Holdings Plc is a public company operating globally in the information and professional, scientific and technical services sectors. The company's offerings include data management platforms, marketing attribution software, opinion polling services, mystery shopping services, online market research... Subscribe to learn more
Gfk Se
Gfk Se is a private company operating internationally in the professional, scientific and technical services sector. The company's offerings include opinion polling services, online market research services and focus group research services. Founded in 1934, the company is currently headquartered in Nürnberg,... Subscribe to learn more
Comscore Inc.
Comscore Inc. is a public company operating globally in the professional, scientific and technical services sector. The company's offerings include opinion polling services and online market research services. Founded in 1999, the company is currently headquartered in RESTON, Virginia, United States of America... Subscribe to learn more
Abt Associates Inc.
Abt Associates Inc. is a private company operating nationally in the professional, scientific and technical services sector. The company's offerings include opinion polling services and telephone market research services. Founded in 1965, the company is currently headquartered in Cambridge, Massachusetts,... Subscribe to learn more
JD Power & Associates
JD Power & Associates is a private company operating globally in the professional, scientific and technical services sector. The company's offerings include opinion polling services and telephone market research services. Founded in 1968, the company is currently headquartered in Westlake Village, California,... Subscribe to learn more
Npd Group Inc.
Npd Group Inc. is a private company operating internationally in the professional, scientific and technical services sector. The company's offerings include opinion polling services, online market research services and focus group research services. Founded in 1966, the company is currently headquartered Subscribe to learn more
Westat Inc.
Westat Inc. is a private company operating globally in the professional, scientific and technical services sector. The company's offerings include opinion polling services, online market research services, focus group research services and telephone market research services. Founded in 1963, the company is... Subscribe to learn more
Icf International, Inc.
ICF International, Inc. is a global professional services and technology-based solutions provider serving the energy, environment, infrastructure, disaster recovery, health, social programs, security, and other civilian & commercial markets. It offers management, technology, and policy consulting and implementation... Subscribe to learn more
Ipsos
Ipsos is a public company operating globally in the professional, scientific and technical services sector. The company's offerings include opinion polling services, online market research services, focus group research services and telephone market research services. Founded in 1975, the company is currently... Subscribe to learn more
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Procurement Management KPIs for the Opinion Polling Services Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Response Time and Customer Satisfaction (CSAT). Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Accessibility and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Average Response Time | Time of query Time of query response | The average response time measures the time it takes for vendors to respond to client queries. Lower average response times indicate that the vendor maintains close communication with clients. This allows clients to have a better understanding of the status of their projects. Any potential problems that emerge throughout the polling process should be brought to the buyer's attention immediately. | |
| Customer Satisfaction (CSAT) | Positive customer reviews Customer reviews | The customer satisfaction rate measures how satisfied customers were overall with the vendor's performance. The customer satisfaction rate takes into account both positive and negative reviews. Buyers can break down the customer satisfaction rate by topic to gain a better understanding of where the vendor performs well, as well as which areas are in need of improvement. | |
Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Timeliness
What guarantees do you provide for meeting agreed upon deadlines?
Have you experienced any issues in the past that have made you unable to fulfill project deadlines or have caused you the breach a contract?
Quality Control
What safeguards have you established to assure quality throughout the research process?
What actions do you take to correct and compensate for any inaccuracies that are found in the deliverables?
Implementation
How many project managers are assigned to each project?
What criteria do you use to assign project managers and employees to each research project?
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Opinion Polling Services RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should provide an overview of their organization, including their industry, number of employees and locations where they operate.
Buyers should include their objective for conducting opinion polling.
Statement Of Need
Buyers should detail the current obstacles they are facing and the specific research questions that must be answered.
Buyers should specify the format for responses that they wish to receive (e.g. binary, Likert scale, open-ended).
Project Budget
Buyers should specify their budget for opinion polling services.
Buyers should specify whether or not they are willing to compensate survey participants.
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We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
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- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
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