Sports Marketing Surveys will use its global sports fan panel, Sporting Insights, to gather information about the attitudes towards athletics of current fans and those who are interested in the sport in general.
The EAA will then build a framework for developing the appeal of athletics to different sectors and markets.
The appointment comes as EAA's Council and Congress have acknowledged that European athletics faces many challenges in retaining and growing its fan base.
Hansjorg Wirz, EAA president, said: "Attracting more fans to athletics, particularly among young people, is an important priority for European Athletics. To assist us to do this, it is important that we gather data telling us what people do and don't like about our sport.
"We hope that the analysis of the results of the SMS survey will better enable the EAA and its member federations to develop strategies to increase interest in athletics."
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