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Product-Category-Segmentation

With consumer segmentation, businesses and not-for-profits can classify their customers according to shared demographic, lifestyle and behavioural traits. Our PRIZM5 segmentation system captures the diversity of Canada’s population using 68 segments based on the most important drivers of consumer behaviour: demographics, lifestyles and values. PRIZM5 QC is designed to help companies better understand Quebec lifestyles and assist organizations in reaching Quebec consumers.


PRIZM5-horizontal

PRIZM5 is the latest release of the pioneering segmentation system from Environics Analytics that classifies Canada’s neighbourhoods into 68 unique lifestyle types. Continuing with methodology that integrates geographic, demographic and psychographic data, PRIZM5 incorporates the latest authoritative data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your customers and markets.

PRIZM5 consists of 68 segments that capture current demographics, lifestyles, consumer behaviour and settlement patterns in Canada. Highlighting key demographic trends like an aging population, increasing cultural diversity, more urban lifestyles and a new baby boom, these 68 lifestyle types include 14 Boomer segments and almost as many dominated by Millennials—each one with its own unique profile. PRIZM5 reflects Canada’s cultural diversity, with 16 francophone segments, another 16 with large numbers of immigrants, visible minorities or members who speak a non-official language at home and one with a significant presence of francophones and diverse groups. Together the segments help decision-makers understand what consumers are buying, doing and thinking, and anticipate their marketplace behaviour.


how it's used

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Retailers are able to identify underserved markets for potential expansion as well as locate areas where operations should be combined or curtailed


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Banks and insurance companies can link PRIZM5 to their client data and identify their most profitable segments to help them develop products, services and messages that retain clients and attract new ones


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Utilizing target groups, fundraisers and not-for-profit organizations can leverage PRIZM5 to focus on those potential donors who are likely to have the highest response rates to their direct marketing campaigns

  • PRIZM5_Report_1
  • PRIZM5 Map 2
  • PRIZM5_Map_4
  • PRIZM5 Map 1
  • PRIZM5 Map 3
PRIZM5-QC

PRIZM5 QC captures the unique qualities of Quebec lifestyles. An extension of EA’s PRIZM5 segmentation system, PRIZM5 QC is designed to assist companies in better understanding the Quebec marketplace. Like the national PRIZM5 system, PRIZM5 QC categorizes segments by urbanity with twenty-eight urban, fifteen suburban, six exurban, six rural and three town segments. These segments have been optimized for Quebec and have been individually named and imaged. The social groups have also been customized to Quebec and differ from the national system due to the complex nature of Quebec’s society. And the francophone PRIZM5 QC segments roll up to the sixteen PRIZM5 Quebec segments so that users with national customer files as well as large numbers of customers in Quebec can get the best of both worlds.

PRIZM5 QC consists of 58 segments that capture Quebec’s current demographics, lifestyles, consumer behaviour and settlement patterns. The 58 segments include a mix of francophone and anglophone types, and they’re divided into eighteen unique social groups. Together, the segments help decision-makers understand what Quebec consumers are buying, doing and thinking, and anticipate their marketplace behaviour.


how it's used

Orange Map

Retailers are able to identify underserved markets in Quebec for potential expansion as well as locate areas where operations should be combined or curtailed.


Orange People

Banks and insurance companies can link PRIZM5 QC to their client data and identify their most profitable segments to help develop products, services and messages that retain clients and attract new ones.


Orange Dots

Utilizing target groups, fundraisers and not-for-profit organizations can leverage PRIZM5 QC to focus on those potential donors who are likely to have the highest response rates to their direct marketing campaigns.


  • PRIZM5_QC_Report_1
  • PRIZM5_QC_Map_3
  • PRIZM5_QC_Scorecard
  • PRIZM5_QC__Map_Vertical
  • PRIZM5_QC_Map_2
  • PRIZM5_QC_Map_1
DELTA5

DELTA5 is a distinct segmentation system consisting of 150 segments at the postal code level and based on key dimensions such as age, income, education, marital status and dwelling type. While PRIZM5 was developed for 68 lifestyle types, DELTA5 classifies every postal code as one of 150 segments to provide finer analysis of the lifestyles and values of Canadians. The system was developed to help marketers reach today’s consumers in an era of new online, mobile and digital advertising channels. With organizations striving to find high-value customers with the best segmentation tools, DELTA5 provides more choices to differentiate customers for profiling and modelling applications.


how it's used

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Marketers can use DELTA5 when analyzing different trade areas to determine the best media mix and messages to reach their target audiences.

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Insurance companies can link DELTA5 to their CRM data to create more robust consumer segment profiles and identify their most profitable segments. These insights can help users develop effective strategies for prospecting and attracting new clients

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Media companies can create more defined target groups using DELTA5 segments to help locate areas with high-value customers and provide guidance for more targeted delivery of digital advertising.

BehaviourScape

This segmentation system, used in EA’s Spectra products and services, categorizes Canadians into one of 40 lifestyle and lifestage cells that are optimized for consumer packaged goods product consumption. The lifestyles are based on urbanity and affluence; the lifestages are classified by age and presence of children. All of Canada—including markets and store trade areas—can be profiled with the BehaviourScape segments. In addition, users can gain more consumer insights through BehaviourScape’s links to Vividata (formerly PMB), Homescan Consumer Opinions and Homescan Consumption Profiles.


how it's used

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Manufacturers use BehaviourScape to understand who their buyers are and where to find more of them for planning purposes, including growing their consumer base, targeting competing brands and identifying accounts, banners and stores where they should stock their products.

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Insights from BehaviourScape can help retailers cluster similar stores and develop targeted marketing programs based on trade area residents and their demand for specific categories, such as an ethnic food promotion that is more targeted than a banner-level rollout, but has more efficiencies than individualized single-store programs.

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Retailers use the system to better understand which product categories are the best fit for different banners down to a store level—based on the consumers in the trade area of an existing store or a new location.