SINUS Markt- und Sozialforschung GmbH

1978: founded by Dorothea and Horst Nowak 
2009: INTEGRAL (Vienna) acquires a majority stake in Sinus-Institut
2010: Foundation of  SINUS-Akademie (lectures, workshops,  training, and organisational consulting) 
2014: Foundation of SINUS-Consult (International Consumer-Centric Brand & Business Building


  • Heidelberg (Marketing Research, SINUS-Akademie)
  • Berlin (Social Research)
  • Vienna (INTEGRAL headquarters)
  • Singapore  (SINUS-Consult headquarters)


  • 21 permanent staff including 19 academics; 30 free-lancers

Academic background/training of staff

Psychology, sociology, political science, philosophy, business management, economics, communciation sciences, design, cultural studies, ethnology, educational sciences, musicology, history of art


  • Manfred Tautscher, Executive Director, Associate Partner
  • Berthold Bodo Flaig, Executive Director, Associate Partner
  • Dr. Silke Borgstedt, Social Research Director
  • Dr. Marc Calmbach, Social Research Director

Staff statistics

  • Average age: 39 years
  • 4 nationalities
  • 9 living languages
  • With the company for 8 years on average
  • Ratio of men to women: 1.6:1


ADM - Arbeitskreis deutscher Markt- und Sozialforschungsinstitute e.V.
(The website provides data & facts on market research as a market in its own right)

BVM - Berufsverband Deutscher Markt- und Sozialforscher e.V.
(The website also includes standards & guidelines for market and social research)

ESOMAR - World Association of Opinion and Marketing Research Professionals

The main products

Sinus Trend Research – detailed monitoring of socio-cultural change/socio-cultural analysis plus an early warning system

Sinus-Milieus® - country-specific segmentation of societies based on fundamental values and lifestyles (integrated in  studies such as the AGF TV panel, ORF Teletest (A), SRG Telecontrol (CH), Best4Planning, Verbrauchs- und Medienanalyse (ARD/ZDF/RMS) and Nielsen &  GfK Consumer Panels)

Sinus-Meta-Milieus® – cross-border target group segments as a basis for international marketing

Geo Milieus – transfer of Sinus-Milieus to a geographical context for the purpose of direct marketing, the planning of business locations, and the mapping of customer data according to milieu (collaboration with microm, Neuss)

Digital Sinus-Milieus – transfer of Sinus-Milieus® to the digital world for online targeting and cross-media planning