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Michelle Boehme

Technical Manager at South African Audience Research Foundation
Location:South Africa

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Michelle Boehme has a Ph.D. in Sociology and has been working in the research industry for about 18 years. First in general Market Research and later years in Media Research specifically.

In her spare time she likes to read and analyse strangers' behaviour in coffee shops.
The SAARF LSM and the defining power of fridges

A few months ago, I read an article on consumer segmentation that asked why we're still defining people by their fridges. It boggles the mind that there can still be this perception about SAARF's Living Standards Measure (LSM) after all these years!

By Michelle Boehme 5 Nov 2012 17:42

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