Environics Analytics and Geoscape Introduce Market Intelligence Platform to Reach the Multicultural Consumers in Canada

Environics Analytics, the premier marketing services and data analytics company in Canada, and Geoscape, a leading U.S. provider of business intelligence technology, data and analytics, today announced the launch of the Geoscape Intelligence System (GIS) for Canada. The product offers the most comprehensive geographic and demographic consumer data available on Canada’s multicultural population. Using GIS™ Canada, businesses can analyze and develop strategies based on information regarding cultural shifts, population concentrations, spending trends, acculturation and marketplace behaviour.

To learn how GIS™ Canada can help you connect with Canada’s diverse population, you are invited to attend a free webinar this afternoon at 2 PM EDT. Please register here.

With one in five residents foreign-born, Canada is one of the most ethnically and culturally diverse countries in the world. Between 2001 and 2011, the visible minority population grew by 52.2 percent to 6.1 million people—18.1 percent of the total population of 35 million. It is expected that by 2031, the vast majority (96 percent) of Canadians belonging to a visible minority group will live in one of 33 census metropolitan areas, and visible minority groups could comprise 63 percent of the population of Toronto, 59 percent of Vancouver and 31 percent of Montréal. More and more, American and Canadian businesses will need to understand this changing landscape to reach this diverse consumer base.

With GIS™ Canada, users will be able to locate and map different groups and calculate their potential for specific products, services and activities. The system aggregates and models a wide variety of proprietary and public datasets to create a comprehensive visualization of market potential. Providing the most comprehensive business data pertaining to cultural geographic population shifts, GIS™ Canada allows businesses to adapt and thrive amid rapid cultural changes.

GIS™ Canada features a range of powerful features developed by Geoscape:

• Marketscape ™ - a visualization component that allows marketers to navigate the entire nation from the national level down through micro geographies. 
• MDx Reports – a multi-dimensional database technology that enables custom report development at various levels of geography across thousands of market and demographic indicators. 
• Retail Target – using all data sets within GIS, Retail Target allows businesses to map and understand market potential within the trade area of any given location or network of locations.

In addition, GIS™ Canada gives marketers access to vital demographic and behavioural datasets from Environics Analytics:

• DemoStats - demographic estimates of over 400 data attributes for the current year and projections for three, five and ten years into the future. 
• DaytimePop – an authoritative estimate of the population that’s reachable in any geographic area during daytime hours—identifying the population at home and at work. 
• HouseholdSpend - provides current estimates of average annual expenditures for 276 categories of goods and services. 
• PRIZMC2 - the innovative segmentation system comprises 66 neighbourhood types based on demographics, lifestyles and psychographic social values. PRIZMC2 includes 15 types for francophones and 13 types for recent immigrants. 
• Asianicity™ CultureCode™ – this segmentation system includes five acculturation levels that define the extent to which the Chinese and South Asian populations in any geography have adopted Canadian culture and languages.

Each GIS™ Canada module complements one another to create a full, actionable view of a given market. As Marketscape aggregates and predicts demographic shifts, MDx Reports and Retail Target provide secondary and tertiary levels of understanding. As businesses tailor a solution to their needs, GIS™ Canada becomes as flexible as needed. With no installation required, the system can be accessed from any browser-equipped computer, is easy to use and offers comprehensive data to develop actionable market insight quickly.

“Given Canada’s status as one of the most diverse and wealthy countries in the world, the business community across North America must understand how to target consumers in a culturally-relevant manner,” explains Cesar M. Melgoza, CEO of Geoscape. “Understanding ethnicity, location, language-preference, acculturation and potential cultural barriers are critical issues in an increasingly multicultural consumer market such as Canada.”

“We’re delighted to offer this new tool to help marketers understand the cultural nuances of Canada’s diverse communities,” says Jan Kestle, President and Founder of Environics Analytics. “With its user-friendly modules and authoritative data, users can be assured that they’re getting the best information available to target their products and services to Canada’s thriving ethnic groups.”