APCOM

Lombardia and indeed Milan are leaders in the survey poll sector with a business turnover that nears 450 million Euro per year, equivalent to three quarters on industry's national sales revenue according to Assirm (the biggest association of the category). The sector, which currently employs about 2.500 people, has seen an impressive expansion in the last year in terms of business turnover (+ 5 per cent), and the next parliamentary elections will give a further boost to the industry despite representing only 5 per cent of the whole business.

The reason for these figures is simple: most international companies, which place a lot of importance on their marketing and communication activities, have their premises in Milan and in the region surrounding the city. Over the last year or so however even nearby regions - Emilia Romagna Piemonte and Veneto - are increasing market research activities, the most important sectors being consumer's goods, pharmaceutical and motor sector and banks.

According to experts the most encouraging data would come however from the development of small-medium businesses and public sector, where marketing and communication activities remain quite marginal in comparison to the rest of Europe.