The Sinus-Geo-Milieus transfer the Sinus-Milieus into a geographical context.

In order to render the Sinus-Milieus useable for direct marketing and spatial planning, microm and SINUS have worked together to develop the Sinus-Geo-Milieus.

The Sinus-Geo-Milieus link the microm data system with the proven Sinus-Milieus target model , thus allowing targeted market research and media planning to be applied at a local level.  By transferring the Sinus-Milieus to the microgeographical segmentation, the milieu target groups can be projected onto existing customer address lists and user-defined  areas.

Geo-Milieus are determined by calculating the statistical probability with which the individual Sinus-Milieus are represented in each of the 19 million households in Germany. Sinus-Geo-Milieus also exist for Austria and Switzerland.

Sinus-Geo-Milieus can be used for:

Strategic marketing

  • Product development and design
  • Brand positioning and portfolios
  • CRM, sales, and distribution

Acquiring new customers

  • Target group analysis and localisation
  • Optimisation of advertising channels and sales pitch tonality
  • Address selection, mail shots, out-of-home, optimisation of inserts, etc.

Customer loyalty

  • Customer segmentations
  • Milieu-specific measures and customer contact
  • Cross- and upselling

Planning of locations and branch networks

  • Identification of target group potential within a catchment area
  • Category management and point of sale marketing

Communication planning

  • Message and layout design
  • Milieu-specific reach/affinities


The Sinus-Geo-Milieus can be used in a variety of ways

Your Sinus contact for Sinus-Geo-Milieus:

Jan Hecht, Associate Director Research & Consulting
E-Mail: jan.hecht(at)

Your microm contact for  Sinus-Geo-Milieus:
Claudia Rasche, Senior Consultant
Micromarketing-Systeme und Consult GmbH
E-Mail: c.rasche(at)
Telephone +49 (0)2131 109-722

Your Geo-Milieus contact in Switzerland:
Roger Muffler, Strategic Projects & Analytics
E-Mail: r.muffler(at)
KünzlerBachmann Direct Marketing AG
Telephone +41 (0)71 3140421