The Sinus Milieus of Switzerland I

Market research On the initiative of Publisuisse, the Sinus-Milieus were surveyed in Switzerland for the first time in 2002. The Sinus-Milieus have been used successfully for over 20 years as an instrument for determining target groups not only in Germany, but also in Austria, France, Great Britain, Italy, Spain, most Eastern European countries and North America. On the initiative of Publisuisse, the Sinus-Milieus were also surveyed for Switzerland for the first time last year (see also WW 24/03). The SRG-SSR research service, Publica Data AG, Credit Suisse and the Heidelberg-based Sinus Sociovision GmbH institute also took part in the project, which identified ten different milieus for Switzerland. These target group segments are each characterized by very different combinations of personal values, attitudes, leisure activities and everyday aesthetics. The Sinus-Milieus will be available to marketing and communication managers from the fall. In this and the next issue, Werbewoche describes the characteristics of the milieus, what characterizes their everyday lives and how they differ.
Part 1 of this article describes the groups of the Traditional-Bourgeois and the Frugal-Traditional (the traditional milieus) as well as the Established, the Postmaterialists and the Modern Performers (the leading social milieus).
Part 2 (WW 26) will be devoted to the milieus of the status-oriented, middle-class and consumer-oriented workers (the so-called mainstream milieus) as well as the experimentalists and escapists (the unconventional, young milieus).
Kerstin Schoegel