Research company news

South AfricaYour industry

Focus on digital marketing

Bizcommunity's special Focus On DIGITAL MARKETING is now available in a downloadable PDF.

Digital Marketing PDF >>
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Research company news

Major research innovation launched - Quick LSMs

Issued by: Millward Brown | 11 Jun 2014 08:01
Mobile interviewing is seen as the future of research because it's fast, accurate, affordable and accessible. Marketers and research houses have already been using mobile for data collection for a few years already. However, most sampling frames require specific LSM groups, and to determine a respondent's LSM group takes 30 questions, thus the practical application of mobile interviews was limited in South Africa.
Millward Brown and TNS (both part of WPP's Kantar Group) joined forces to develop Quick LSM, a simpler classification system that is as good as the traditional method - using only some of 30 variables.

Quick LSM is ideally suitable for mobile research. This new methodology needs only four to five questions to classify a respondent into a LSM segment, compared to 30 questions on the traditional formula.

South Africa is the only country in the world that has developed a sophisticated statistical lifestyle segmentation model (LSMs) that is free to be used by anyone. The LSM model has become so popular that even non-researchers use it freely and understand what is implied.

Comparatively, the UK uses a class segmentation (A, B, C1, C2, D) to indicate upper to lower classes. This is based simply on the occupation of the respondent, and it's doubtful whether this is either a wealth indicator or a lifestyle indicator. It certainly is not suitable for Africa - or any of the developing nations.

Q-LSMs were unveiled at the SAMRA conference. Millward Brown and TNS have agreed to make this available to the industry at no charge. The technical paper explaining how Q-LSMs works is available on the SA Marketing Magazine site:, click on the Q-LSM's tab at the top of the page.

For more information please get in touch with:

Erik du Plessis

Millward Brown's press office

Millward Brown
At Millward Brown we're passionate about helping clients grow great brands. We're experts in advertising, marketing communications, media, digital and brand equity research, and we've been in the business of brands for more than 40 years.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. will disclose authors' IP addresses to authorities if compelled to do so by a court of law.