What are Sinus Milieus^®?

Sinus Milieus^® are target groups that really exist – a model classifying people according to their views of life and their life-styles. The Sinus Milieus^® consider the real living environments of the people, which means with fundamental value orientations and attitudes towards working and leisure time, family and relationship, consumption and politics - and contextualise them with demographic characteristics such as education, profession and income. This enables a holistic view of a person within the reference system of everything that is important for this person’s life.

he Sinus Milieus^® are established as a science-based model. They are continuously kept up-to-date by secondary research and the monitoring of socio-cultural trends. Nationwide and around the world many leading producers of branded goods, notable service providers out of every business line, many contracting authorities from politics, media and organisations as well as advertising- and media agencies are working on the basis of these Sinus Milieus®, both in terms of strategic planning and operative realisation.

X
Integral Markt- und Meinungsforschungs GmbH