SINUS Markt- und Sozialforschung GmbH

SINUS is an independent, owner-managed institute for psychological and social science research and consulting based on quantitative or qualitative research expertise. Understanding what makes people tick: with ethnological inquisitiveness, empathy, respect, scientific research and not least its 30 years of experience, SINUS studies people’s everyday reality as well as socio-cultural change and its significance for companies and institutions. In 2014, following the update for the global target group model ‘Sinus-Meta-Milieus' (see below for more information), SINUS founded the brand & business consulting subsidiary SINUS:consult in Singapore. In doing so, SINUS-Institut has continued to expand its expertise in the fields of consulting and international research. In addition, SINUS has recourse to an interdisciplinary scientific panel comprised of experts from marketing management, educational research, urban sociology and church/religion. SINUS is renowned for its Sinus-Milieus typology. The Sinus-Milieus are a typology of social groups and marketing target groups, based upon the social milieu concept and developed by SINUS Market and Social Research GmbH. Milieu models have been developed for more than 40 countries and territories, and the system is recognized in specialist publications as a key tool in target group research. The Sinus-Milieu system identifies groups of people who share lifestyles, living environments, and mindsets (cf. Lifeworld). It encompasses two dimensions: social status (lower, middle, upper) and sociocultural orientation (“tradition,” “modernization,” and “reorientation” in established markets and “tradition”, “adaption” and “modernity” in emerging markets). The second dimension takes into account basic values as well as attitudes toward particular aspects of life (work, family, freedom, consumption, media, etc.). Sociodemographic variables (age, sex, education, income, etc.) serve to fill out the milieu descriptions.