SINUS, Heidelberg and INTEGRAL, Vienna, join forces for the future

SINUS strengthens its aptitude for methodical innovation and consultancy expertise through a German/Austrian merger and the appointment of a new Managing Director, Manfred Tautscher

Heidelberg / Vienna, (PresseBox) - Method specialist INTEGRAL, Vienna, is now the majority shareholder in SINUS, the Milieu and trend research institute based in Heidelberg. The new Managing Director of SINUS, alongside Bodo Flaig, will be Manfred Tautscher, founder of INTEGRAL and, until recently, Managing Director of Millward Brown, Germany. Former owners Horst and Dorothea Nowak will no longer be active in the business but will continue to play an advisory role.

Both institutes believe the merger will allow the pairing of comprehensive socio-cultural knowledge with competency in modern methods.

Manfred Tautscher emphasises the transfer of abilities through the merger with INTEGRAL: "There is arguably no other marketing research institute that better understands people and their needs than SINUS. We at INTEGRAL are experts in the whole range of marketing and social research methods and can perfectly translate research results into relevant decision-making information. This is what will make SINUS a competent consultancy partner both for institutions and the wider economy."

Bodo Flaig, who was instrumental in the development of the Sinus-Milieus, continues: "Our capital is thirty years of experience in researching consumer psychology, social change and the lifestyles of given target groups. By making this knowledge available through intelligent data integration, we can help save our clients considerable and costly primary research."

Dorothea Nowak believes the involvement of INTEGRAL strengthens the innovative potential of the company: "In my opinion, we are now best equipped to meet the demands of the new digital age. Our new owners are well-known for their methodical and technical creativity and it is here that I see great opportunity for future growth."

INTEGRAL Markt- und Meinungsforschung GesmbH

INTEGRAL, Vienna, is a full service institute and provider of tailor-made marketing research solutions, from data collection through to the delivery of information and recommendations relevant to decision-making and possible action. The institute has international links (Western Europe, CEE), and has particular expertise in the fields of market segmentation, consumer satisfaction, brand positioning, communication and issue management. INTEGRAL has many years of experience in online research and the integration of online and interviewer-led survey methods. Since 1996, the institute has been carrying out the Austrian Internet Monitor, the most comprehensive continuous survey of modern means of communication in Austria.

SINUS Markt- und Sozialforschung GmbH

SINUS Sociovision, Heidelberg, is a specialist in the field of psychological and social science research and consultancy. The institute develops strategies for businesses and institutions to use socio-cultural change as a factor for success. The Sinus-Milieus were developed on the basis of the concept of everyday life research. They have been regarded for many years now as the best-known and most influential segmentation method for both basic social science research and strategic marketing and communication work.

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