Ten new Sinus Milieus for Switzerland

For three decades, the Sinus Institute has been researching the changing values and lifestyles of people, according to a statement. This has resulted in the Sinus Milieus, an internationally proven tool for target group segmentation. Last year, Sinus, Heidelberg, and M.I.S. Trend, Lausanne, updated the model, which has been in use since 2002: Ten new milieus holistically describe the Swiss lifestyles of citizens and consumers. The experts from established market and social research institutes have looked at the effects of globalization, digitization and the global economic crisis on the sensitivities of the Swiss population. Developments such as the flexibilization of work and private life, the erosion of classic family structures, the digitization of everyday life and the growing polarization of wealth ("the middle class under pressure") result in a permanently changed milieu landscape.

Mediacompass, Publisuisse's strategic planning tool, already works with the new Sinus Milieus. The Sinus Milieus group groups of people together on the basis of values, attitudes and social factors, instead of just segmenting them by age and gender. They describe people who are similar in outlook on life and lifestyle. Milieus could be described as "groups of like-minded people".

Changing media consumption habits and a permanent increase in communication channels are making media planning ever more challenging. The strategic planning tool Mediacompass from Publisuisse supports professionals in agencies and companies in this task. The web-based planning tool enables the rapid acquisition of insights into target groups, their attitudes and consumer behavior, as well as media usage. The Mediacompass provides precise answers to complex media strategy questions. It also enables the analysis of the new Sinus-Milieus with regard to a wide range of consumption issues or the use of over 320 Swiss media. The Mediacompass has a user-friendly structure, can be operated intuitively and allows an explorative approach. Users can visualize the results in a meaningful way and easily export them to Office applications such as PowerPoint.