Environics Prizm 5 Segment Side PDF

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Summary

Segmentation MARK1130...

Description

PRIZM5 BY INCOME, URBANITY & LIFESTAGE

01 coselitemopolitan

02 Urbane Villa gers

u1

u1

Arts & 03 Affluence

Suburban 04 Success

Asian 05 Sophisticates

06 Kids & Careers

07 Nouveaux Riches

s1

s1

Boomerang 08 City

09

01

02 03 06 04

05

07 09

08

16 17

HOUSEHOLD INCOME

12

14

11

15 18

37

22 20

24

26

Urban Elite

f8

Prosperous Parents

Wealthy, middle-aged and older city sophisticates

11 Urban Digerati

12

u3

u3

u1

Urban Elite

Midlife Families

f5

Wealthy, established urban families and couples

Stree t Scenes

13

Asian Avenues

s1

Suburban Elite

Prosperous Parents

f8

u2

Urban Upscale Et hnic

Older Families

Wealthy, middle-aged and older homeowners

Upscale, urban Asian families

14

15

Diversity Heights

f9

Suburban Elite

f8

Prosperous Parents

Large, well-off, middle-aged suburban families

Heritage Hubs

16

Pets & PCs

Suburban Elite

f6

Midlife Quebec Families

u1

f9

Older Families

Urban Elite

E1

Well-off, suburban Quebec families and couples

Upscale, multi-generational urban households

Older, couple

17

18

19

Exurban Wonderland

Management Material

36

42

21 27 31

41

35

19

47

50 39

46

51

48

54

53

34 44 43 56 65 68 66

55 64

59

Urban Young

Singles Scene

Y1

21 Beau Monde

45

Urban Young

y2

Starter Nests

Younger, upper-middle-income singles and families

Younger, well-educated city singles

33

57

38 23 52 29 63

67

f8

40

30 32

49

Prosperous Parents

10

25 13 28

Urban Elite

Very wealthy, middle-aged and older families and couples

u2

Urban Upscale Et hnic

Older Families

f9

Successful, middle-aged and older Asian families

Aging in 22 Suburbia

s3

Suburban Upscale Et hnic

Older Families

f9

Fresh Air 24 Families

n New 23 Asia Wave

s3

Suburban Upscale Et hnic

Older Parents, Younger Kids

f3

Middle-aged, multi-ethnic suburban families

Diverse, middle-aged and older suburban families

s2

Young Diverse Families

Suburban Younger

f1

Younger, upscale suburban families

South Asian 25 Society

City 26 Second Retirees

e1

Exurban Elite

Growing Families

f2

Middle-aged, upscale exurban families

s2

f1

Young Diverse Families

Suburban Younger

Younger, upper-middle-income suburbanites

27 Diverse City

u5

Middle in urba

28 Metro Multiculturals

29

u2

u5

58 62

60 61

u5

Urban Older

Midlife Quebec Families

f6

Urban, middle-income Quebec seniors

URBAN

SUBURBAN

EXURBAN

TOWN

RURAL

s4

Suburban Older

Midlife Families

f5

i Va n & 32 Min Vin Rouge

World 31 New Symphony

u4

Urban Younger Et hnic

Midlife Ethnic Families

f7

Younger, well-educated Asian singles and families

Older, upper-middle-income suburban couples and families

e2

Exurban Middle-Aged

Older Parents, Younger Kids

f3

Middle-aged, middle-income exurbanites

33 Heartland Retirees

s3

Suburban Upscale Et hnic

Midlife Ethnic Families

f7

Middle-aged, middle-income South Asian families

oms w it h 34 aRoView

s4

Nearly Retired

Suburban Older

m1

Older and mature, middle-income homeowners

Count ry 35 Acres

u2

Urban Upscale Et hnic

Older Families

f9

Multi-ethnic, middle-income city dwellers

Exurban 36 Homesteaders

Urban Upscale Et hnic

Nearly Retired

m1

Diverse, middle-aged and older households

Trucks & 37 Trades

Urban apartm

38 Grads & Pads

39

u3

s4

LIFESTAGE YOUNGER YEARS

FAMILY LIFE

MATURE YEARS

u4

Urban Younger Et hnic

Young Diverse Families

f1

Diverse, lower-middle-income city dwellers

With its 68 lifestyle types, Canada’s most comprehensive segmentation system gives you the latest insights into the behaviour and mindset of your consumers. The all-new PRIZM5 consists of 68 segments that capture current demographics, lifestyles, consumer behaviour and settlement patterns in Canada.

AMONG THE KEY DEMOGRAPHIC TRENDS HIGHLIGHTED IN PRIZM5: An aging population Increased ethnic diversity More urban lifestyles A new baby boom

The 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 and 14 ethnic segments containing large numbers of immigrants from Asia, Europe and many other places. Together the segments help decision-makers understand what consumers are buying, doing and thinking and anticipate their marketplace behaviour. From target marketing and trade area analysis to merchandising and media planning, PRIZM5 helps marketers determine the best way to reach their customers with the right products, media and messages. PRIZM5 combines and enhances EA’s PRIZM C2 system and Generation5’s Canadian Segments (formerly MOSAIC) system. Continuing with the pioneering 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. The result is a segmentation system marketers can trust to deliver accurate and comprehensive information.

PRIZM5 Qc PRIZM5 QC captures and highlights the unique characteristics

The newest edition of ENVISION gives you unprecedented access to EA’s authoritative datasets and features a redesigned user interface, interactive dashboards and enhanced capabilities for better mapping, reporting and real-time analysis. Built on decades of experience, ENVISION5 features new workflows and tools that enable you to analyze customers and markets the way our experts do. The cloud-based platform provides you with a wealth of consumer data along with the most complete package of geo- and segment-based routines available for customer insights, site evaluation and media planning. Enhanced mapping provides you with increased functionality, interactivity and usability. A more user-friendly interface gives you quick access to your favourite tools, trade areas, customer lists and dashboards. And with the new ENVISION5, you’ll complete your analysis faster than ever before with preselected workflows for importing data, selecting the right analytical tool and even interpreting the results. Tablet and mobile compatible, ENVISION5 delivers all of its data and updates instantaneously, ensuring you are always accessing the latest information without needing to upgrade. With ENVISION5, you can quickly classify your best customers, find the most promising prospects and develop marketing campaigns at the national, regional and local levels. Drawing on Canada’s most comprehensive set of demographic, marketing and media databases, ENVISION5 delivers EA’s popular segmentation system, PRIZM5, our

e3

Exurban Francophone

Growing Families

f2

Younger and middle-aged Quebec homeowners

41 Vieille École

r2

Rural Downscale

Country Senio rs

m2

Rural, older and mature lower-middle-income couples

Urban Younger Et hnic

Singles Scene

y1

r1

Rural Midscale

Midlife Families

f5

Middle-aged and older rural couples and families

Young, ethnic singles in urban high-rises

Newcomers 43 Rising

Sweet 42 Home Rows

u4

Jeunes et 44 Actifs

Jeunes 45 d’Esprit

e2

f5

Midlife Families

exurban middle-aged

Exurban, middle-aged and middle-income homeowners

s2

Suburban Younger

Growing Families

f2

Younger and middle-aged, upper-middle-income families

VI LL Es 46 Tranqui ll es

Singles Scene

Urban Young

y1

Older middle

Young, single urban renters

it io nal 47 Trad tow n liv ing

48 Variété Suburbaine

49

CAFE

e3

Exurban Francophone

MIDLIFE QUEBEC FAMILIES

f6

Middle-aged and older Quebec exurbanites

s3

Suburban Upscale Et hnic

Midlife Ethnic Families

51 Aging & Active

52 Striving Startups

t1

u6

Town Mix

f7

Diverse, middle-aged, middle-income suburbanites

FAMILIES WITH TW EENS

f4

Older and mature, lower-middle-

Urban Downscale

Starter Nests

Younger, urban lower-middle-

u4

Urban Younger Et hnic

Young Diverse Families

f1

Younger, downscale city immigrants

e2

Exurban Middle-Aged

Urban Francophone

Singles Scene

y1

Families with Tweens

Middle-aged and older, lower-

Serenity 54 Springs

f4

t1

Town Mix

Later Years

r3

Rural/Town Francophone

Midlife Quebec Families

f6

Older, downscale rural couples

Younger, urban downscale Quebec singles

53 OrOutdoor iginals

y2

u7

m3

r3

Rural/Town Francophone

Families with Tweens

Rural, middle-aged and

Rural/Town Francophone

Older Parents, Younger Kids

f3

Middle-aged, rural Quebec couples and families

Vie 55 LaBucolique

Mature, lower-middle-income town

r3

u6

Urban Downscale

Younger, downscale city

Singles Scene

Town Mix

Families with Tweens

f4

Middle-aged and older middle-income homeowners

Single City 56 Jazz

f4

t1

t1

Town Mix

Growing Families

Younger, lower-middle-income

Suburban Francophone

Older Parents, Younger Kids

f3

Lower-middle-income Quebec suburbanites

f2

r2

Rural Downscale

u7

Divers young

58 Rustic Roads

Nation 57 First Families

y1

s5

Country Seniors

m2

Rural, downscale older couples

59

s5

Young...