THE TRANSITION FROM LSM TO SEM
There has been a lot of talk in the industry regarding the relevance of LSMs (Living Standard Measure). Kantar TNS was approached by the industry to develop a new socio economic segmentation system to better reflect the South African landscape.
Developed by Neil Higgs and his team at Kantar TNS, the new SEM (Socio-Economic Measure) household continuum is a more accurate reflection of South African society in terms of how people live and is not dependent solely on durables.
“SEMs provides a statistical and technical solution to the household continuum and speaks to how South Africans live and not what they have,” says Peter Storrar, Kantar TNS lead on the ES Survey conducted for the industry, funded by the Publisher Research Council (PRC) and the Broadcast Research Council (BRC).