--- title: "SINUS-Institut and Berlin start-up Minds launch AI… | Minds" canonical_url: "https://getminds.ai/press/minds-partners-with-sinus" last_updated: 2026-07-09 meta: description: "The SINUS Milieu-Minds make target group knowledge tangible in dialogue - as synthetic personas based on the Sinus-Milieus®." "og:description": "The SINUS Milieu-Minds make target group knowledge tangible in dialogue - as synthetic personas based on the Sinus-Milieus®." "og:title": "SINUS-Institut and Berlin start-up Minds launch AI… | Minds" "twitter:description": "The SINUS Milieu-Minds make target group knowledge tangible in dialogue - as synthetic personas based on the Sinus-Milieus®." "twitter:title": "SINUS-Institut and Berlin start-up Minds launch AI… | Minds" --- Minds July 9, 2026·Press release # **SINUS-Institut and Berlin start-up Minds launch AI personas for the Sinus-Milieus®** The SINUS Milieu-Minds make target group knowledge tangible in dialogue - as synthetic personas based on the Sinus-Milieus®. ![Minds and sinus logos on the Minds yellow-green gradient background](https://getminds.ai/images/newsroom/minds-sinus-cover.webp) _The SINUS Milieu-Minds make target group knowledge tangible in dialogue - as synthetic personas based on the Sinus-Milieus®._ HEIDELBERG / BERLIN, July 9, 2026. SINUS-Institut and Berlin start-up Minds are announcing their collaboration. Together they are launching the SINUS Milieu-Minds: an AI-supported dialogue tool for target group understanding, market research and strategic communication. The SINUS Milieu-Minds are AI-generated personas for the Sinus-Milieus, a society and target-group typology that groups people with similar values and a comparable social situation into ten "groups of like-minded people". Users can enter into direct conversation with the AI personas. They answer from the perspective of their respective lifeworld and make milieu-typical attitudes, language styles and reactions immediately tangible in dialogue. The basis of the Milieu-Minds is the SINUS-Institut's decades of milieu research. > "Artificial intelligence is only as good as the knowledge on which it is based. And that knowledge comes from listening to real people. The Milieu-Minds replace neither social research nor our institute's expertise. They make milieu knowledge easier to access and enable our clients to include target group perspectives early and through dialogue." > > Dr. Marc Calmbach, Managing Director of SINUS-Institut. With the SINUS Milieu-Minds, ideas, messages, campaigns, products or concepts can be reflected on early from a target group perspective. The tool makes it possible to sharpen hypotheses, better assess target group reactions and prepare qualitative or quantitative research in a more focused way. > "Understanding a target group should not end with a slide or a report. With the SINUS Milieu-Minds, teams bring the Sinus-Milieus live into their work and test how a message lands before investing time and budget. The collaboration with SINUS ensures that these personas are based on real milieu research - and do not improvise on the basis of generic AI information." > > Prof. Dr. Friedrich von Borries, Co-Founder of Minds By default, two personas are available per milieu: one female and one male SINUS Milieu-Mind. This allows users to also take gender-specific nuances within a milieu into account. Through the Minds platform, the offering is expanded with additional facets, e.g. age, life situation or migration biography. Customer-specific SINUS Milieu-Minds are also possible. ## Complement to the SINUS Milieu Navigator The SINUS Milieu-Minds complement the SINUS Milieu Navigator, the AI-supported knowledge solution of SINUS-Institut. While the Navigator makes source-based target group knowledge from SINUS information packages and SINUS proprietary research accessible, the Milieu-Minds enable direct dialogue with milieu-typical AI personas. This combines well-founded information with an experienceable change of perspective. The SINUS Milieu-Minds can be booked through the Minds Marketplace. They are also integrated into the SINUS Milieu Navigator, where two personas per milieu are available by default. ## Webinar on the AI solutions around the Sinus-Milieus® As part of a free webinar, the SINUS Milieu Navigator and the SINUS Milieu-Minds will be presented on July 15, 2026, from 11:00 to 12:00 CEST. A further webinar on working in greater depth with the synthetic milieu personas will follow at the end of July. [Register via this link](https://events.teams.microsoft.com/event/fbfe43c9-e9af-4895-9749-e3808f2a6764@df0ccd2f-3263-412c-a717-d61edd1bd6fc) ## About the cooperation partners: SINUS-Institut and Minds SINUS Markt- und Sozialforschung GmbH, with offices in Heidelberg and Berlin, has been a specialist in psychological and social-science research and consulting for more than 40 years. The institute develops strategies for private companies as well as public institutions that use sociocultural change as a success factor. A central tool for this are the Sinus-Milieus, a society and target-group model that groups people according to their lifeworlds into "groups of like-minded people". The Sinus-Milieus have been among the best-known and most influential segmentation approaches for decades and are now available for more than 50 countries. SINUS works closely with its sister companies INTEGRAL Markt- und Meinungsforschung in Vienna and OPINION Market Research & Consulting in Nuremberg (INTEGRAL-SINUS-OPINION Group). More information about SINUS-Institut at [www.sinus-institut.de](https://www.sinus-institut.de/). Minds (getminds.ai) is an AI research platform for synthetic panels, persona simulation and same-day target group insights. Teams use Minds to create AI-supported target groups, expert panels and stakeholder simulations and to test ideas, messages, products and strategic decisions before investing time and budget in implementation. Minds understands its technology as a complement to classical research: it makes assumptions visible and improves the quality of subsequent research with real people. More information about Minds at [www.getminds.ai](https://www.getminds.ai/). ## Media Contact Alexander Doudkin Co-Founder & CEO, Minds [alexander@getminds.ai](https://getminds.ai/mailto:alexander@getminds.ai) Jan Hecht Director Research & Consulting, SINUS-Institut [jan.hecht@sinus-institut.de](https://getminds.ai/mailto:jan.hecht@sinus-institut.de) ## Press Materials Screenshots of the SINUS Milieu-Minds are available for download at Link. A short video on the SINUS Milieu Navigator and the SINUS Milieu-Minds is available at Link.