Regardless of industry, all companies are in business to meet consumer needs. The African consumer landscape is as complex as it is fertile, and therefore needs a research approach that is sensitive to its uniqueness and intricacy. Living Standards Measures (LSMs) are a way of segmenting or classifying the adult population (or population of domestic household units) of a country, based on access to and use of a wide range of goods and services. An LSM is a composite index derived from a range of variables that sum up the consumption and affordability status (and hence the living standard) of an individual. LSMs are sometimes referred to as a measure of affluence. LSMs are a very strong tool for grouping people for the purposes of target marketing rather than demographic segmentation.