Sinus-Milieus®

Sinus-Milieus® represent an extension of previous target group evaluations. They are primarily based on socio-demographic characteristics. Sinus-Milieus® are defined on the basis of people’s lifeworld and lifestyle as opposed to formal demographic criteria such as education, occupation and income. Fundamental value orientations and attitudes towards everyday life (work, family, leisure time, consumption) are factored into the analysis. AGF data can be evaluated on the basis of Sinus-Milieus®.