PRIZMCE is 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.

PRIZMCE 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.

PRIZM CE Methodology

PRIZM CE Segment Snapshots

Under the PRIZM name, Claritas pioneered geodemography in the mid-1970s, basing it on the sociological premise that “birds of a feather flock together” and that people with similar demographic traits tend to behave in the same way in the marketplace. Since then, cluster systems have become mainstream marketing tools and are now present in more than 25 countries around the world. In Canada, geodemographic systems have been available since the 1980s and have proven especially useful to the marketers and analysts in financial services, packaged goods, retail, telecommunications, government agencies, not-for-profits, media and automotive industries.

For the first time in Canada, a geodemographic cluster system has been integrated with a social values segmentation system: Environics Social Values, - the premier system in Canada. Marketers can now understand the hearts and minds of their customers, design products and craft messages that are right for them and actually reach their customers through targeted executions with a tool that works “on the ground”. This breakthrough system is based on best-of-breed practices – the collaboration of the Environics Analytics team with the highly respected Environics Research analysts makes PRIZMCE the most advanced geodemographic tool available.

In addition to Social Values, Environics Analytics tapped a number of authoritative data resources to create and describe the 66 PRIZMCE segments, including Statistics Canada for census data and the Print Measurement Bureau and BBM Canada for media behaviour and product preferences.

Through a strategic partnership, PRIZMCE is also linked to PRIZMNE, the U.S. system developed by Claritas Inc., which is the best-known cluster system in the world. Sixteen segments in both systems share the same name and similar demographic profile – clusters like Money & Brains, Young Digerati and Big Sky Families. As a result, PRIZMCE permits clients from Canada and the U.S. to accomplish a variety of business applications – customer profiling and acquisition, cross-selling and site selection, strategic planning and media buying – to reach consumers on both sides of the border.

PRIZM CE Sample Cluster Map for Montreal

PRIZM CE Sample Cluster Map for Vancouver

Pricing

	Canada	Atlantic Canada	Western Canada	Large Province (ON, QC)	Medium Province (BC, AB, MB)	Small Province (SK, NB, NS, PE, NF)
DA Level & higher	$17,500.	$5,250.	$8,750.	$7,000.	$3,500.	$1,750.
FSA level	$7,000.	$2,100.	$3,500.	$2,800.	$1,400.	$700.

Prices shown are in Canadian Dollars