The aim of market research is to explain consumer behavior. But can it actually do this, if behavior is only differentiated in regards to demography, or if only a specific type of behavior is analyzed? We at SIGMA believe in an integrated approach, which not only sheds a light on behavior in certain situations, but on the people themselves. Because people in and of themselves are different, react differently to the same kinds of offers. We believe that one can only assess the reaction to a certain product, service or communication, if one actually knows the people in question
The link between science and practical experience:
SIGMA, Organization for international market research and consulting
J÷rg Ueltzh÷ffer and Carsten Ascheberg
(SIGMA Managing Directors)
SIGMA stands for an interdisciplinary team of experts from the areas of economics, as well as social sciences and humanities, which have set out to analyze consumers in a holistic and complete way, in order to explain their behavior on the market and to predict future demands and expectations these customers might have.
We provide services for companies which
- operate on a global scale
- operate in highly segmented sub markets and
- need intelligent target group systems
The model of the Social Milieus was developed in 1979/80.
Shortly afterwards, J÷rg Ueltzh÷ffer, who was significantly involved in developing the model, along with Carsten Ascheberg founded the SIGMA institute. Together they operationalzed their scientific findings in the SIGMA Milieus«.
Continuously revised and most importantly with an international focus from the beginning, the SIGMA Milieus« today segment societies and markets in
- The US,
- South East Asia,
- Mainland China,
- Australia and
- South Africa
Under company law SIGMA is still considered independent and operates globally with a network of long standing partnerships and co operations.