The Sinus-Meta-Milieus® are international target groups, based on the proven SINUS Milieu approach but designed especially for multinational marketing.
Whereas Sinus-Milieus describe the groups of people that make up the societies of individual countries, the Sinus-Meta-Milieus describe groups of people across national borders who display similarities in the way they live and think. The Sinus-Meta-Milieus thus capture cross-border commonalities without ignoring local specifics. SINUS distinguishes between the milieu structure of established markets and the milieu structure of the emerging markets of newly industrialised countries. There is an independent Meta-Milieu model for each of these two economic spheres, each comprising 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 should not be about 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 that like-minded groups of people exist across national borders. 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 of different nationalities who dwell within comparable milieus have more in common with each other than with their fellow nationals.
The Sinus-Meta-Milieus® can be applied in many ways
The Sinus-Meta-Milieus can be applied for precise 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 institutions with information on current target groups and the dynamics of social change as a basis for streamlining their strategic decisions.
Sinus-Meta-Milieus®: Fast, global, and cost-efficient
The international Meta-Milieu system has been in existence for over 10 years, and empirically based models are now available for 44 countries. They can be used in the EU, the APAC and LATAM regions, and the NAFTA countries.
The Meta-Milieu system is modular, meaning that models can be developed for further countries upon request – for instance, the booming markets in Asia and South America. Because the theory and methodology behind the system has already been validated, this process can be accomplished quickly and cost-efficiently. The Meta-Milieu system can be further be combined with tried and tested SINUS tools for measuring customer satisfaction and for brand positioning, and can be integrated into existing segmentations to produce made-to-measure, client-specific solutions.
Amidst today’s rapid social transformations, we urgently need detailed knowledge and a profound understanding of how people lead their everyday lives, how they think and feel. Reducing the consumer to surface level criteria such as age, income, online footprint, or purchase history is a formula that generally falls short of the mark. The Sinus-Meta-Milieus offer a progressive, intelligent solution to the challenge of understanding 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