Environics Analytics has linked geodemographics to psychographics with PrizmCE, a new consumer segmentation system that divides Canadians into 66 lifestyle types. The system draws from StatsCan census data, PMB and BBM Canada (RTS) for media behaviour and product preferences, Ipsos-Reid for financial behaviour and Environics Research for vehicle ownership. The system also enables users to put together direct marketing programs by selecting names from InfoCanada’s list of 12 million households according to PrizmCE segments.
Lifestyle groupings, for example, put the wealthiest Canadians under Cosmopolitan Elite, and tech-savvy, highly-educated, urban adults under the Young Digerati banner. In addition, there are 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. There are also 15 Francophone clusters mostly concentrated in Quebec — segments with names like Les Chics, Mini Van & Vin Rouge and Quebec Rustics.
