Traditional milieu Established Conservative milieu Liberal‐intellectual milieu Social‐ecological milieu New Middle Class milieu Precarious milieu High Achiever milieu Adaptive Pragmatic milieu Escapist milieu Movers and Shakers milieu

The Sinus-Milieus are a social and target group model that groups people according to their lifestyles and values.

To subject

The Sinus-Milieus provide a true-to-life image of the socio-cultural diversity present in societies by providing accurate descriptions of people’s sensitivities and orientations, their values, life goals, lifestyles,  attitudes and  social background. The Sinus-Milieus allow you to dip into lifeworlds and appreciate them ‘from the inside out‘ as it were. You grasp what it is that makes people tick and learn how to activate them. The key here is that Sinus-Milieus take a holistic view of people by drawing on everything of importance in their lives.

The Sinus-Milieus have been established for decades as a scientific tool for target group segmentation.

The Sinus-Milieus are kept up-to-date by means of concomitant research and by monitoring socio-cultural trends. Each milieu study goes a step further in enhancing our knowledge of the different groups within society. The Sinus ‘social research’  milieu studies are published by our public-sector clients, which means that our other clients are able to benefit continuously from these new insights.

Finding widespread use as a target group approach in many markets,  the Sinus -Milieus form part of the major market media studies in Germany as well as in the TV audience panels in Germany, Austria and Switzerland. The Sinus-Milieus are used by leading brand manufacturers and renowned service providers in all sectors, by many public-sector clients  from the fields of politics, media and associations, as well as by advertising and media agencies. They have also long been part of school and university curricula (e.g. for business studies, social science and cultural science). Thanks to their high degree of everyday plausibility and market relevance,  they feature prominently in numerous text books.  

The fields of application for the Sinus-Milieus are manifold. Besides  politics, church/religion, publishing and educational theory, there is barely a single market category to which the Sinus-Milieus haven’t been applied. They are used to draw up differentiated definitions of customer groups,  effectively position products and services, and define market segments for new products and relaunches. The milieus are also helpful in seeking out niche markets and addressing buyer potentials as efficiently as possible; last but not least, they are deployed to pick up and localise new motivations and frames of mind at the earliest possible opportunity.

See here for a comprehensive overview of the background to Sinus Milieu research.
Learn more about our international solution, the Sinus Meta-Milieus

Your contacts for the Sinus-Milieus:

Dr. Marc Calmbach – Sozialforschung
E-Mail: marc.calmbach(at)
Tel: +49 30 20613098-11

Jan Hecht  – Marketingforschung 
E-Mail: jan.hecht(at)
Tel: +49 6221 8089-31