The Sinus-Meta-Milieus are international target groups based on the proven Sinus milieu approach but designed especially for multinational marketing.
As an extension of the Sinus-Milieus which describe the societies of individual countries, the Sinus-Meta –Milieus pool together people across national borders who display similarities in the way they live and think. The Sinus-Meta-Milieus thus manifest cross-border commonalities without ignoring local specifics. SINUS distinguishes between milieu models for established markets and the emerging markets of the newly industrialised countries. There is an independent model for each of these two economic spheres, each numbering nine milieus.
An international target group model of this kind is essential when one considers today’s globalised markets. After all, international target group research is not about just blindly transferring findings generated in one country to other regions. The objective is rather to gain an understanding of how to represent comparable value structures and consumer orientations within different markets. Sinus research reveals like-minded groups even across national borders (Meta-Milieus). When it comes to in basic values, lifestyles and consumer preferences, it is possible to identify shared patterns in almost all countries of the world. In most cases, we find that people who come from different counties but comparable milieus have more in common with each other than with their fellow countrymen.
The Sinus-Meta-Milieus are used in many ways
The Sinus-Meta-Milieus are used for targeted and effective profiling in areas such as:
- brand/image positioning
- identification of potential new target groups
- measurement of customer satisfaction and loyalty
- advertising impact analysis of communication measures
The aim of SINUS international milieu research is to furnish global companies with information on current target groups and the dynamics of social change as a basis for strategic marketing decisions.
Sinus-Meta-Milieus: global, fast and cost-efficient
The transnational Meta-Milieus have been in existence for over 10 years and are now available for 44 countries. They can be used in the EU, the APAC and LATAM regions and in the NAFTA countries.
They can be developed for further countries at any time, particularly the booming markets in Asia and South America; the proven methodology means that such regions can now be charted with ease. The newly validated tool lends itself to ad hoc deployment in every country – immediately and with a manageable amount of research. The Meta-Milieus can be combined with the tried and tested SINUS tools for measuring customer satisfaction and for brand positioning, and can be integrated into existing segmentations to produce a made-to-measure, client-specific solution.
Today, more than ever, we need detailed knowledge and a profound understanding of how people lead their everyday lives, how they think and feel. Reducing the consumer down to a few formal criteria such as age, income or purchases is a formula that generally falls short of the mark. The Sinus-Meta-Milieus offer a progressive, intelligent solution to the challenge of understanding multinational consumer needs and expectations, and comparing them internationally, What is more, this approach does justice to the vast array of human values and lifestyles.
Further information are available for the following countries:
- Hong Kong
- Ireland / Northern Ireland
- South Korea