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: http://www.samktmag.com/, click on the Q-LSM's tab at the top of the page.
For more information please get in touch with:
Erik du Plessis
e: moc.nworbdrawllim@sisselpud.kire
