Environics Analytics Launches New Segmentation System For Canada

PRIZM_CE First to Combine Consumer Behaviour with Social Values For Neighbourhood Marketing Tool

Environics Analytics, a new company specializing in marketing and analytical services, today announces the creation of a new consumer segmentation system that classifies all Canadians into one of 66 lifestyle types--with names like Cosmopolitan Elite, Electric Avenues, Les Chics and Lunch at Tim's. The system marks the first time that a Canadian segmentation model has linked geodemographics to psychographics, incorporating “Social Values” data from Environics Research with demographics and product preferences to explain consumer behaviour.

Environics Analytics, founded in November 2003, is a member of the Environics Group of Companies, one of Canada 's leading independent consulting groups, which offers expertise in research, communications, sampling, sales and employee training. Its new segmentation system, called PRIZMCE, was developed by a team of veteran marketing experts led by Jan Kestle, founder and president of Environics Analytics and a former president of Compusearch.

PRIZM_CE targets Canadian consumers using a cluster analysis of 2001 census demographics and exhaustive survey data on how Canadians spend their time and their money. The system can be used to improve the execution of many business strategies: customer profiling and acquisition, cross-selling and site selection, strategic planning and media buying. It has wide application for marketers in a variety of industries, including financial services, packaged goods, retail, telecommunications, government agencies, not-for-profits, media and automotive industries.

“Unlike other systems, PRIZMCE helps marketers target customers more effectively based on their mindset as well as their demographics and behaviour,” says Jan Kestle from the company's headquarters in Toronto. “The result is the most advanced geodemographic tool available in Canada today.”

PRIZM_CE captures Canada 's mosaic society through 11 ethnic lifestyle types, with three segments dominated by Asian immigrants, one filled with Italians and others consisting of large concentrations of South Asian and European immigrants. The system includes 15 Francophone clusters mostly concentrated in Quebec --segments with names like Les Chics, Mini Van & Vin Rouge and Quebec Rustics.

“This is a very exciting development,” says Michael Adams, author of three best selling books on Canadian social values and president of the Environics Group. “For years, we've been working with clients to help them understand the social values of their customers. My books and articles are written from about 35,000 feet. Environics

Research's social values segmentation takes us down to 1,500. PRIZMCE moves to the next step, drilling down to get the right message to the right people where they live.”

Through a strategic partnership with Claritas Inc., which pioneered geodemography in the mid-1970s, Environics Analytics has linked PRIZMCE to PRIZMNE, the best-known segmentation system in the world. Sixteen of the 66 segments in both systems share the same name and similar demographic profile--clusters like Money & Brains, Young Digerati and Big Sky Families. But PRIZMCE (the “CE” stands for Canadian Edition) also confirms the ways in which Canadians are different from Americans. Environics Analytics has appointed Claritas as its sales agent for PRIZMCE in the U.S., allowing marketers from Canada and the U.S. to reach consumers on both sides of the border.

“We're delighted to have our innovative Canadian system share the PRIZM name,” said Jan Kestle. “It's a privilege to have Claritas as our partner in offering a geodemographic segmentation solution that works for marketers throughout North America.”

Environics Analytics also tapped a number of authoritative data resources to create and describe the 66 PRIZMCE segments, including Statistics Canada* for census data, the Print Measurement Bureau and BBM Canada (RTS) for media behaviour and product preferences, Ipsos-Reid for financial behaviour and Environics Research for vehicle ownership data. In addition, clients can select names from InfoCanada's list of 12 million households, according to their PRIZMCE lifestyle type, for direct marketing programs.