Silke Borgstedt

Director Research & Consulting, SINUS institute

Dr. Silke Borgstedt is Director of Social Research at the SINUS institute. For more than three decades, the SINUS institute has been concerned with the everyday lives of people, socio-cultural change, and the condition of society. The most famous tool of SINUS are the SINUS Milieus, regarded as one of the most sophisticated approaches for socio-cultural target group research, strategic brand positioning, and applied milieu and value change in Europe and beyond. Silke Borgstedt studied musicology, psychology and media education. In 2007 she earned a Ph.D. from the Humboldt University of Berlin which she attended on a fellowship from the German National Academic Foundation (Studienstiftung des Deutschen Volkes). From 2005 to 2009, she was employed as a research manager in the field of international consumer research and target group segmentation with a focus on leisure culture and the entertainment industries. Since 2009 Silke Borgstedt has been working for SINUS where her main areas of reasearch and consulting are everyday aesthetics, sociology of generations, youth and trend research, digital society & digital transformation. Since 2001, Dr. Borgstedt has been in demand as a speaker/consultant at home and abroad and also gives frequent interviews on radio and television.