Core & Reach
Tailored Target Groups with SINUS

Growth doesn’t just happen in all target groups — it starts in the right ones.

Core & Reach shows organizations where their greatest market potential lies — and how they can effectively tap into and scale it.

Core & Reach bundles groups of like-minded into market-specific target group segments

Core & Reach is a solution for customized target group segmentation and provides an actionable basis for decision-making in marketing, sales, and product development.

It answers the crucial question: “Which target groups are driving my growth—and how do I engage them?”

The approach is based on a clearly prioritized engagement strategy:

First, the total market potential is defined based on consumption-related attitudes and behaviors and linked to the Sinus-Milieu model ("groups of like-minded").
Core: Within this strategic space, the segment with the highest potential is developed as the core target group.
Reach: Starting from the core target group, adjacent segments are identified that together describe the expanded market potential.
Unlike traditional approaches, Core & Reach is not based on demographics or isolated data points, but on linking behavior and attitudes to the Sinus-Milieu model. This provides an understanding of real-life contexts, values, and decision-making logic.

What does Core & Reach help with?

Strategic Prioritization

Focus on segments with real growth potential – clear differentiation between Core, Reach, and Low-Priority

Depth through Lifeworld contexts

Integration into the Sinus-Milieu framework to understand values, lifestyles, and motivations rather than relying solely on cluster segmentation

Easy to put into practice

Developing specific strategies for positioning, communication, and market development

Data Integration & Quantifiability

Integration with major market and media studies and consumer panels, combined with geographic and digital targeting, to effectively address Core & Reach segments