LSM segments: Keep 'em or chuck 'em?
The truth is, as an American, I have zero hands-on experience utilizing South Africa's Living Standard Measure (LSM) segments within marketing activities. My knowledge boils down to a few anecdotes and Google searches to learn more about the framework. It seems, however, it is worth debating how useful and relevant the segments are in terms of taking planning to action. Do you use them? Do you find them practical?