A Study of Field Marketing Across Europe Part II - 1

A Study of Field Marketing Across Europe Part II - 1

Framing Field Marketing Across Europe


This paper is based on a combination of desk research, professional discussions with Field Marketers, Field Marketing clients and technology providers, as well as an online survey with Field Marketing agencies across Europe.

The online survey was conducted with the support of Zuzana Karafova, a student of business administrations at the Fernuniversität Hagen, who chose to write a thesis paper for her studies on Field Marketing agencies in Europe.


Countries across Europe included in the online survey are: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Montenegro, Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Portugal, Sweden, Switzerland, Turkey, UK.

European countries not included are: Albania, Andorra, Armenia, Azerbaijan, Belarus, Cyprus, Georgia, Iceland, Kazakhstan, Kosovo, Liechtenstein, Luxembourg, Macedonia, Malta, Moldova, Monaco, San Marino, either because there is no evolved Field Marketing structure (encompassing more than one of the core activities) currently, or the countries in practice are covered via (bigger) neighbouring countries.



The online survey was conducted between December, 2015 and January, 2016 and sent to 171 Field Marketing agencies in 31 countries across Europe. Around 90% of the agencies invited to participate were identified via an English language presence on the internet, around 10% were locally mentioned as competitors and such included.


The desk research encompassed the webpages of Field Marketing agencies plus Field Marketing country organizations (where existent) across Europe, as well as surveys, reports, whitepapers and articles on outsourcing, the future of work, shopper behaviour, retail trends and the transformations in retail by digital/mobile developments. Prior to requesting participation in the online survey 171 Field Marketing agencies across Europe were identified and mailed to with the request to participate.


59 agencies from 28 countries participated, which means a response quote of 35%.