Sinus-Meta-Milieus®: Base for consumer centric approach
Focus on people as they really exist - around the world
July 2015
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30 years of expertise in the marketing process
As specialist for psychological and social science research and consulting with focus on:
Sinus-Milieus®
Identifying common values and attitudes to life:
 Strategic Target groups
 Brand strength and brand positioning
 Communication concepts
 Costumer Experience and - Satisfaction
 Product development and design
 Trend Research
Strategic Target Groups that really exist
– Base for tailored client segmentation models combined with category specific U&A clusters
– Global model that works among all nations and cultures
– Holistic knowledge in all important categories both for marketing and social research:
 TOURISM + TRAVEL
 LIFESTYLE / FURNITURE / ARCHITECTURE / LUXURY
 FOOD + COOKING
 GENDER + GENERATIONS
 ENERGY + NEW ALTERNATIVE
TECHNOLOGIES
 FINANCE
 HEALTH CARE
 TELECOMMUNICATION +
IT-TECHNOLOGY
 AUTOMOTIVE (Mobility)
 MEDIA + PUBLISHERS
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Key fact about SINUS and the Sinus-Milieus®:
 Sinus-Milieus® are the first Milieu-Model created over 30 Years ago
– First qualitative model was developed 1979 on the base of 2000 qualitative interviews
– 1982 first quantitative validation of the Sinus-Milieus® by using the two axes for the positioning
model
– Only model which truly reflects the change in society and values over time
 Academically proven segmentation model
– Based on scientific findings, demographic characteristics are not determining the
affiliation to a certain milieu
Example age: “biological age” has to be substituted by “social age”
 International - a global approach with country specific findings
– This fact led to the identification of broad, multi-national everyday life segments – which we sum
up as the “Sinus-Meta-Milieus®".
– Used as target groups for realistic international marketing since they comprise more than the
computer-generated, mostly statistical-artificial “Global Types” and reflect important cultural
differences as well as existing common characteristics.
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The positioning model
Two dimensions of social diversity
Upper class/
upper middle
class
Average
middle class
Lower
middle class/
lower class
Social
situation
Basic
orientation
3
2
1
socialsituation
income,education,profession
basic orientation
everyday awareness, lifestyle, life goals
"active" dimension
"passive"dimension
A
Traditional values
acquittal, orderliness
C
Re-orientation
multi-optionality, exploration,
living in paradoxes
B
Modernization
individualization, self-realization, pleasure
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Sinus Meta-Milieus®
Customisation
all over the world
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The international Sinus-Meta-Milieus®
 The Sinus-Meta-Milieus® leverages the well-established Sinus-Milieus® know how
on an international level to understand multinational consumer needs without
ignoring local differences.
 An uniform target group solution allows cross-national comparisons
for almost all countries in the world - rapid and inexpensive.
 The Sinus-Meta-Milieus® can be adapted and used as base for
specific tailored client-/market solutions. Data-integration into existing
costumer segmentations is possible.
 Worldwide expertise in various economic areas – e.g. EU, APAC, NAFTA or LATAM.
 The update 2013 respects the sociocultural changes affected
by digitalisation and globalisation.
 Combine this strategic target group know how with our approved methods for
brand positioning or customer satisfaction and loyalty measurement –
The SINUS Profiler-Suite.
Strategic target groups solution for global markets and international brands
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"Groups of like-minded” for established and emerging markets
with the focus on
local/national
everyday life culture
Established markets Emerging markets
comparable
The Sinus-Milieus® group people …
who are similar in their
 lifestyle
 social situation
 everyday values
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Short Description of the Sinus-Meta-Milieus®
Established Markets Emerging Markets
Established
Performanceandleadership,status-conscious,exclusivetastes,
connoisseurship;distinction& self-assertion;conservativemoralities
androlepatterns
Old Established
Patriarchic,claimofpower,statusandleadership,
family-andclan-thinking;senseofdutyandorder;
socialprestige, ethicsofresponsibility
Intellectuals
Open-minded;liberalandpluralistic;searchingfor
self-actualization& personaldevelopment;post-materialgoals;cultural
andintellectualinterests;authentic;academic;work-life-balance
Established
Upper Class
(Cosmopolitans)
Sophisticated,status-orientation,strategiclife-planning;indulgence
& work-life-balance,education& qualification,liberal& tolerant,
social& ecologicalresponsibility
Performers
Self-determination;flexibleandsociallymobile;lookingforan intensive
life,whichmeanshavingsuccessandfun;workhard– liveexclusive;
goodqualificationsandreadinesstoperform;multimediafascination
Modern
Performing
New economicelite,entrepreneurial,performance& efficiency,
self-determination;semi-globalthinking,superiority& distinction,
willingnessto perform
Digital
Avantgarde
Non-conformist,creative& individualistic;self-realization,freedom&
independence,nofixeddogma;mobilesocializers,global,pluralistic,
“scene” cosmopolitan,digitalsovereign
Digital
Avantgarde
Young& wealthy,digitalglobal,mobilesocializers,global-western
attitude;creative& individualistic,self-realization;
freedom& independence
Adaptive
Navigators
Loyal& reliable;flexibility& security-driven,achievement-oriented,
pragmaticandadaptive,goodorganized;wantto beon thesafeside;
regrounding;family& friends
Success-Oriented
Willingnessto perform,socialclimbermentality,flexibility-and
security-driven,balanceofworkandfamily-friends;senseof
traditionandorder
Modern
Mainstream
Lookingforharmony& privatehappiness,family-relatives-friends,
comfortandpleasure;strivingforsocialintegrationandmaterial
security,defensivetowardschangesin society
Adapting
Mainstream
Conservative-materialistic,status-oriented,orderandharmony;
balanceofmodernandreligiouslife,
socialrules& moralities;feelpressureto keep up
Traditionals
Securityandstatus-quooriented,ratherrigidlystickingto traditional
values(e.g. sacrifice,duty,order);modest& honest,downto earth,
„we littlepeople“,health-caring
Traditional
Popular (rural)
Strongcommunityandfamilyties;religionandbelief(spirituality);
ritualizedeveryday-life,obedienceandmodesty;afraidoflosing
traditions,rulesandvalues
Consumer-
Materialists
Materialisticandconsumerhedonistic;strivingtokeep up,butoften
sociallydisadvantagedanduprooted,sometimesprecarious;reactive
basicorientation,fearandresentments;narrow-minded,solidarity,
protection,robustness& toughness
Urban Working
Class
Sociallydeprived,uprooted,fear& resentments;overchargedby
modernisation,strivingforbasicneeds;
shorttermconsumerorientation,materialism;
solidaritywithinownnetwork
Sensation-
Oriented
Lookingforfun,thrill& actionandentertainment;rather
unconventionalandrebellious;livingfortoday,hereandnow;
tendencyto escapereality;independence,spontaneity,trendy
Fun & Money
Driven
Spontaneity,fun,thrill& action;trend-adoptingandimitationof
Westernlifestyles;carefreeness,independence;tryto keep up with
trends& brands;conflictwithtraditionalvaluesandreligion
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Working with the Sinus-Meta-Milieus®:
MARKET
Developing Tailored Client Solutions
PROJECT
Sinus-Meta-Milieus®:
Customer Potential
Product usage and needs
Value Matrix
Customer Journey - Retail Touch points
Communication- & Mediaplaning
Sponsoring
Brand Positioning – Brand Strength
Category Drivers vs. Brand Drivers
Customer Loyalty – Churn
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Worldwide expertise since 1997 with
over 300 international studies in more than 30 markets
Update since 2013 - 2015
Australia
Austria
Brazil
Germany
UK
Hong Kong
Indonesia
Italy
Japan
Luxembourg
Malaysia
Mexico
Spain
Switzerland
Turkey
France
Netherlands
Poland
Sweden
Russia
USA
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SINUS Markt- und Sozialforschung GmbH
Gaisbergstr. 6 / D-69115 Heidelberg
HRB 332922 Heidelberg
Managing Directors:
Manfred Tautscher, Berthold Flaig
Telefon: +49 (0) 6221-8089-0 / Telefax: +49 (0) 6221-8089-25
E-mail: info@sinus-institut.de
Web: http://www.sinus-institut.de
Matthias Arnold
Research & Consulting
Tel.: 0049 6221 80 89 87
Fax: 0049 6221 80 89 25
matthias.arnold@sinus-institut.de
Manfred Tautscher
Managing Director
Tel.: 0049 6221 80 89 70
Fax: 0049 6221 80 89 25
manfred.tautscher@sinus-institut.de
For further information: