Part of INTEGRAL-SINUS-OPINION Group

International Sinus-Meta-Milieus®

International Sinus-Meta-Milieus®

Our research shows that “groups of like-minded people” exist across national borders

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Sinus-Milieus® in Germany

Sinus-Milieus® in Germany

What makes Germany tick? Get to know more on SINUS-Institut's current model of society

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Milieu information packages

Milieu information packages

Comprehensive and cost-efficient information on national and international models of societies

Milieu information packages
SINUS Milieu-Boost

SINUS Milieu-Boost

Enrich your data with Sinus-Milieus and Sinus-Trends.

SINUS-Milieu-Boost

Only those
who understand what moves people
can also move them

This is our commitment and our experience from more than 40 years of lifeworld research.

With ethnological curiosity, empathy, respect and scientific reliability, we research the everyday reality of people, socio-cultural change and its consequences for companies and institutions.

What does SINUS do?

SINUS examines people’s motives and mindsets

SINUS develops and describes tailored target groups

SINUS analyses socio-cultural change and identifies trends

SINUS identifies target groups that determine the trends of the future

SINUS translates research results into strategic consulting

SINUS is broadly networked in business and science

Case Studies

Here we present a selection of our projects, covering the different research areas of the institute – from classic segmentation studies to microgeographic analyses and sociopolitical studies.

All Case Studies
Development of a standardised quality framework for refugee shelters
A target group study and persona development for various media brands and service offerings in the distribution area
The milieu-specific redesigning of an exhibition space to better reach target groups.
TVC optimization
Acquiring new supporters or increasing donation income

Save the Children

Development of a standardised quality framework for refugee shelters

to the Case

VRM

A target group study and persona development for various media brands and service offerings in the distribution area

to the Case

Möbelhof Ingolstadt

The milieu-specific redesigning of an exhibition space to better reach target groups.

to the Case

Tropical Islands 2

TVC optimization

to the Case

DRF Luftrettung
(German Air Rescue)

Acquiring new supporters or increasing donation income

to the Case

Facts instead of myths

Myth:
Most migrants live on Hartz IV benefits

On average, Germans assume that 34 % of migrants in Germany receive Hartz IV benefits (source: SINUS Eigenforschung 2020). In fact, only about 7 % do (source: Federal Statistical Office 2018).

Myth:
Germans are an unhappy people

Not quite true: 66 % of all Germans describe themselves as happy. 49 % expect to be just as happy or unhappy in five years as they are today (source: SINUS / YouGov 2020).

Myth:
Solarium tan protects against sunburn

False. Pre-tanning in a solarium does not protect the skin from the summer sun. Just under one in five Germans (18 %) nevertheless adhere to this misconception (source: SINUS / YouGov 2019).

After my psychology degree, I actually wanted to become a behavioral therapist, but then, 40 years ago, I helped develop the Sinus-Milieus – and everything turned out differently.

Bodo Flaig (Shareholder)

We have developed the Sinus-Meta-Milieus for almost 50 countries – proven many times over in the global market strategy planning of large companies.

Norbert Schäuble (Shareholder)

I’ve been a fan of our partner OPINION for a long time, because they’re best-in-class in research & consulting around the product lifecycle. So I’m very happy that they are now part of our group of companies.

Manfred Tautscher (Managing Director)

Hi, I’m Milo – leader
of our Berlin pack.

Office Dog Milo

Website overview

Sinus-Milieus®

The Sinus-Milieus are one of the best-known social and target group models

Research

SINUS is a flexible research boutique and not a numbers factory

Information packages

Analyses and milieu knowledge on various markets are available ad hoc

Lectures & Workshops

Practical communication of our studies and know-how

Expertise

From wristwatches to future scenarios – our core topics at a glance

Media Center

More from our work in words, images and sound

Infoportal

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