Without Bodo Flaig, there would be no SINUS-Milieus. His career with us began 40 years ago with the creation of this social and target group model. Even now, he still prefers to work with pen and paper, not least for esthetic reasons.
In contrast to the patchwork biography common today, B.B. Flaig can look back on a dead straight curriculum vitae. He joined the Institute in 1970, even before it was named SINUS: after studying psychology and philosophy, he began as a research manager at "Angewandte Sozialpsychologie", the forerunner of SINUS-Institut of which he has been Managing Director since 1991. During his many years with us, he has developed the Institute into a specialist in milieu-sensitive research and consulting. He was even once voted one of the 50 most important communications managers in Germany – although he would never mention the fact himself.
His work focuses on the analysis of brands and corresponding target group lifeworlds and on research into socio-cultural change.
He enjoys spending his free time in an alternative-lifestyle village in Andalusia (which he co-founded in the 1970s), in his garden in Heidelberg, or in his apartment in one of Berlin’s pre-war buildings.