A bit of both, at least in Northern Europe. For a very long time the Vikings/Northmen lived in small groups ruled by a local, elected chieftain (e.g. Erik, son

A bit of both, at least in Northern Europe. For a very long time the Vikings/Northmen lived in small groups ruled by a local, elected chieftain (e.g. Erik, son of Leif). Much of Eastern Europe was similar, and subject to migrations, as well as having regular visits and settlements by Viking invaders. These tribes did not leave much in terms of oral or written records (sagas have been used to trace a very limited history of Nordic rulers, and runes tended to relate to private events).