PSYTE Advantage

The PSYTE® Canada Advantage geodemographic segmentation system classifies Canadian neighbourhoods into mutually exclusive lifestyle groups—or ‘clusters’ based on select geodemographic metrics, location, and indicators of consumer and lifestyle behaviour.

Geodemographic segmentation or clustering in the marketing context involves classifying small geographic areas (e.g. census dissemination areas or DA’s) into relatively homogeneous market segments. The exercise produces a set of clusters or market segments that correlate well with individual preferences and consumer behaviors.

The basic assumption of clustering is that people with similar characteristics, preferences, and consumer behaviors tend to live in like neighbourhoods. However, as Canadian society changes and neighbourhoods evolve, cultural and economic diversity increases. The extent of diversity—whether socio-economic, ethnic, cultural, lifestyle, life-stage, or other dimension—is such that the new PSYTE Canada Advantage takes into account unprecedented levels of “within neighbourhood” differences as well as increased diversity overall. Nevertheless, users should discover that the fundamental drivers of consumer behaviors and lifestyles within each cluster are substantially similar.

PSYTE Advantage - Clusters

This database has 66 clusters that are organized into 15 major groups. Each cluster is associated with one of four settlement types: Urban with 23 clusters, Suburban with 17 clusters, Towns with 8 clusters and Rural with 12 clusters.

Pricing

^†Includes FSA level data

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