Targeting Voters

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Milieu analysis
In order to reach target audiences, we need to know more about them. It therefore makes sense to employ aspects of lifestyle and environment research. The ORF (Austrian Broadcasting Corporation) and the Austrian banking sector, for example, use ‘sinus milieus’.

Using sinus milieus based on basic value orientation and personal settings like work, family, leisure, money and consumption, people with similar views and ways of life are pooled together. The argument behind the sinus target groups is that purely demographic characteristics, such as age or education, are not enough to define target groups; it is important not to disregard the diversity and individuality of persons. The sinus-environments bring people and their entire systems of reference concerning the world holistically into focus and thus offer more information on individual target groups than traditional approaches.

The structural environment of the Austrian population was determined and classified for the first time in a large scale qualitative and quantitative study in 2001. A fundamental part of the milieu concept is that there are points of contact and bridges between the different milieus.

An example from Austria (source:

Brief description of the sinus-environment ® of an Austrian television audience (2007):

So-called Exalted Milieu
Sinus B1, Established: 12%  the success- and performance-oriented elite: feasibility-thinking and focused on profit; strong exclusivity standard;

Sinus B12, Post-Materialists: 12%  enlightened, cosmopolitan, progressive, critics of deregulation and globalisation; many cultural and intellectual interests;

Sinus C12, Modern Performers: 10%  the unconventional young elite: flexible and performance-oriented, live an intense life (professional and private); multimedia enthusiasts.

So-called TRADITIONAL Milieu
Sinus A12, Conservative: 6%  Christian social thought, strong sense of duty and responsibility, high appreciation of education and culture;

Sinus A23, Traditional: 13%  living in security, stability-loving war- and post-war generation, deeply-rooted in the old middle class world or in the traditional working class culture;

Sinus AA, Rural: 6%  traditional rural milieu, rural roots: estate, family; community and church seen as a natural framework of everyday life.

So-called MAINSTREAM Milieu
Sinus B2, Middle Class: 19%  conventional mainstream: striving for a proper social status and a comfortable, harmonious life;

Sinus B3, Consumer Oriented: 8%  strongly influenced modern materialistic underclass: attempt to achieve the consumption standards of the broad middle as compensation of social disadvantages.

So-called HEDONIST Milieu
Sinus C2, Experimentalists: 6 %  the extremely individualistic new bohemians: freedom, spontaneity and originality; living with contradictions;

Sinus BC3, Hedonists: 8% the younger lower and lower middle class: searching for fun and entertainment; rejection of the expectations and conventions of meritocracy.

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