Table Of ContentMarketer’s Handbook 2008
©2008 Environics Analytics Group Ltd.
This document may not be copied or reproduced without the permission of Environics Analytics Group Ltd.
PRIZMCE is a product of Environics Analytics Group Ltd.
PRIZMCE is based, in part, on Computer File(s) licensed from Statistics Canada. (c) Copyright, HER MAJESTY
THE QUEEN IN RIGHT OF CANADA, as represented by the Minister of Industry, Statistics Canada 2004.
Environics Analytics Group is an Authorized User of selected Statistics Canada Computer File(s) and Distributor of
derived Information Products under Licensing Agreement 6894. No confidential information about an individual,
family, household, organisation or business has been obtained from Statistics Canada.
Sources of data also include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with
permission).
Icon illustrations by Scott Brooks,
PRIZM CE Marketer’s Handbook i
Contents
Putting PRIZM CE to Work ............................................................................................................................ 1
U1 - Urban Elite ........................................................................................................................................... 3
01 - Cosmopolitan Elite ............................................................................................................................................ 4
02 - Urbane Villagers ................................................................................................................................................ 6
08 - Money & Brains ................................................................................................................................................ 8
09 - Furs & Philanthropy ........................................................................................................................................ 10
S1 - Suburban Elite ..................................................................................................................................... 13
03 - Suburban Gentry .............................................................................................................................................. 14
06 - Nouveaux Riches ............................................................................................................................................. 16
11 - Pets & PCs ....................................................................................................................................................... 18
E1 - Exurban Elite ....................................................................................................................................... 21
07 - Winner's Circle ................................................................................................................................................ 22
10 - Mr. & Ms. Manager ......................................................................................................................................... 24
12 - God's Country .................................................................................................................................................. 26
S2 - Suburban Upscale Ethnic .................................................................................................................... 29
04 - Asian Affluence ............................................................................................................................................... 30
20 - South Asian Society ........................................................................................................................................ 32
22 - Asian Up-and-Comers ..................................................................................................................................... 34
24 - Suburban Rows ................................................................................................................................................ 36
U2 - Urban Upscale Ethnic ......................................................................................................................... 39
13 - Continental Culture ......................................................................................................................................... 40
17 - Cluttered Nests ................................................................................................................................................ 42
40 - New Italy ......................................................................................................................................................... 44
41 - Old World Style ............................................................................................................................................... 46
U3 - Urban Young ...................................................................................................................................... 49
05 - Young Digerati ................................................................................................................................................ 50
15 - Electric Avenues .............................................................................................................................................. 52
32 - Grads & Pads ................................................................................................................................................... 54
E2 - Exurban Midscale ................................................................................................................................ 57
18 - Blue-Collar Comfort ........................................................................................................................................ 58
23 - Fast-Track Families ......................................................................................................................................... 60
29 - Exurban Crossroads ......................................................................................................................................... 62
38 - White Picket Fences ........................................................................................................................................ 64
E3 - Exurban Francophone ......................................................................................................................... 67
16 - Mini Van & Vin Rouge ................................................................................................................................... 68
30 - Traditional Quebec Towns .............................................................................................................................. 70
44 - Villes Tranquilles ............................................................................................................................................ 72
S3 - Suburban Midscale .............................................................................................................................. 75
14 - Upward Bound ................................................................................................................................................ 76
19 - Rods & Wheels ................................................................................................................................................ 78
25 - Nearly Empty Nests ......................................................................................................................................... 80
35 - Grey Pride........................................................................................................................................................ 82
39 - Simple Pleasures .............................................................................................................................................. 84
R1 - Rural Midscale .................................................................................................................................... 87
28 - Fields of Dreams ............................................................................................................................................. 88
34 - New Homesteaders .......................................................................................................................................... 90
PRIZM CE Marketer’s Handbook ii
37 - Big Sky Families ............................................................................................................................................. 92
T1 - Town Midscale .................................................................................................................................... 95
26 - Tools & Trucks ................................................................................................................................................ 96
36 - Ontario Originals ............................................................................................................................................. 98
42 - Heartlanders ................................................................................................................................................... 100
53 - Golden Ponds ................................................................................................................................................ 102
U4 - Urban Mix ......................................................................................................................................... 105
27 - Startups & Seniors ......................................................................................................................................... 106
46 - Lunch at Tim's ............................................................................................................................................... 108
51 - Mobility Blues ............................................................................................................................................... 110
52 - Crafting & Curling ........................................................................................................................................ 112
T2 - Town/Rural Francophone .................................................................................................................. 115
47 - Quebec Rustics .............................................................................................................................................. 116
48 - Bons Vivants ................................................................................................................................................. 118
60 - La Vie Bucolique ........................................................................................................................................... 120
U5 - Urban Downscale Ethnic .................................................................................................................. 123
33 - Newcomers Rising......................................................................................................................................... 124
43 - Urban Spice ................................................................................................................................................... 126
65 - Big City Blues ............................................................................................................................................... 128
S4 - Suburban Francophone ...................................................................................................................... 131
31 - Les Québécois Sportifs .................................................................................................................................. 132
57 - Les Pensionnés .............................................................................................................................................. 134
63 - Aging Quebecers ........................................................................................................................................... 136
R2 - Rural Downscale ............................................................................................................................... 139
54 - Down on the Farm ......................................................................................................................................... 140
56 - Back Country Folks ....................................................................................................................................... 142
59 - First Nations Families .................................................................................................................................... 144
U6 - Urban Francophone .......................................................................................................................... 147
21 - Les Chics ....................................................................................................................................................... 148
50 - Jeunes et Actifs .............................................................................................................................................. 150
62 - La Cité Nomade ............................................................................................................................................. 152
64 - Quebec Melting Pot ....................................................................................................................................... 154
66 - Struggling en Ville ........................................................................................................................................ 156
U7 - Urban Downscale .............................................................................................................................. 159
45 - Daytrippers & Nightowls .............................................................................................................................. 160
49 - Rooms with a View ....................................................................................................................................... 162
55 - Single City Renters ........................................................................................................................................ 164
58 - Solo Scramble ................................................................................................................................................ 166
61 - Park Bench Seniors........................................................................................................................................ 168
APPENDIX A: PRIZM CEDefinitions ...................................................................................................... 171
APPENDIX B: PRIZMCE Methodology……………………………………………………………….. 173
APPENDIX C: PRIZM CEDeveloper Bios ............................................................................................... 179
APPENDIX D: PRIZM CEOverview Table .............................................................................................. 181
APPENDIX E: PRIZM CE3D Plot ............................................................................................................ 183
APPENDIX F: PRIZM CECase Study ...................................................................................................... 185
APPENDIX G: PRIZM CELinks ............................................................................................................... 187
PRIZM CE Marketer’s Handbook Page 1
Putting to Work
PRIZMCE provides greater targeting precision by answering key
marketing questions:
WHO are my customers?
PRIZMCE links your customer data with neighbourhood
demographics, syndicated survey data and marketing research. It
reveals what types of consumers are most likely to use your product
or service, and it highlights which similar segments will form a
target group to produce the greatest marketing efficiency and reach.
Any customer file, list or survey can be coded with PRIZMCE data.
If you don’t have a customer database, Environics Analytics can
create a surrogate customer profile for you from our storehouse of
syndicated consumer surveys and marketing data.
WHAT are they like?
Once you have identified and defined your consumer targets, you
can use PRIZMCE to generate a thorough profile that describes their
predominant lifestyle, hobbies, product and usage patterns, attitudes
and beliefs. You can also find out how your targets don’t spend their
time and money so you can avoid making costly and ineffective
marketing decisions.
WHAT do they buy?
PRIZMCE provides important insight on sales potential within your markets through its ability to predict purchasing
preferences across all types of industries. You can zero in on the usage patterns for any type of product, service,
brand or category – from the local market to the national level. PRIZMCE can also provide valuable insights into
your competitors’ market share.
WHERE can I find them?
PRIZMCE works at all levels of geography, which means that you
can discover where your current customers or prospects live and
locate more people like them – anywhere in Canada and, through a
partnership with San Diego-based Claritas, anywhere in North
America. Accurate geographic information is essential to effective
site selection, product distribution, media planning, resource
allocation and many more marketing applications. As shown in this
map, PRIZMCE was created at the neighbourhood (i.e.,
Dissemination Area) level.
PRIZM CE Marketer’s Handbook Page 2
HOW can I reach them?
Once you understand your targets, you can use PRIZMCE to evaluate the best ways to reach them. For media
planning, you can learn which magazines and newspapers they read, and which cable or radio shows they prefer. For
direct marketing, you can define selection criteria for mailing lists. With PRIZMCE, you can also analyze site
potential and optimize in-store promotions and merchandise mix. The links to Environics Social Values even let you
tailor your products, offers and messages to the mindset of your PRIZMCE target group.
We are here to help
Environics Analytics is a team of seasoned professionals with
extensive industry experience in geodemography, market
research and client-side marketing analytics. Our experience
opens up a wealth of knowledge to you in proven strategies for
solving many marketing challenges. We welcome the
opportunity to work directly with you in applying PRIZMCE, or
any of our products, to your real-world applications. In our
experience, when we work interactively, we find our clients
receive the most value from our products. Specifically, we can
help with:
• Determining how best to answer your marketing
question
• Recommending the best data sources to use
• Interpretation and communication of results
• Strategies for applying results to the real world
NOTE: How to Read the Cluster Distribution
Charts
Each cluster description page includes a chart similar to the one at the
right. The light green bar shows the percentage of Canadian households in
each region across the country. The dark green bar shows the percentage
of that cluster’s households in the same region.
PRIZMCE Marketer’s Handbook - 2008 Page 3
U1 - Urban Elite
The most affluent of Canadian neighbourhood types belong to Urban Elite, the social group that ranks at the top of many
demographic measures: income, home value and educational achievement. With their university degrees and positions as
executives and professionals, these middle-aged and older residents tend to live in fashionable homes and condos in big-city
neighbourhoods and close-in suburbs. Befitting their lofty incomes, Urban Elite members are big consumers of expensive
clothes, luxury cars, financial products and travel services. They’re also involved in their communities, politically active and
philanthropic supporters of the arts.
WHO THEY ARE
Cluster Index Adult Cluster Index Cluster Index
Population % Canada Population % Canada Households % Canada
Age Class of Family Status
0-4 4.54 87 Worker Non-family 21.69 73
5-14 11.89 102 Employed 80.45 92 Couples w/ kids 40.60 126
15-24 13.97 103 Self-employed 19.20 160 Couples, no kids 30.13 110
25-44 21.90 78 Unpaid 0.35 87 Lone parent 7.58 70
45-64 31.55 113
Occupation Age of
65-74 8.26 114 Primary
1.28 27 Children
75-84 5.72 122 Blue-collar
15.21 60 < 6 16.26 78
85+ 2.17 120 Service sector
35.72 90 6-14 34.67 96
Mother White-collar 47.79 157 15-17 13.41 104
Tongue
Education 18-24 24.47 123
English 74.12 126
< Grade 9 3.26 32 25+ 11.19 109
French 5.65 26
Grade 9-13 17.28 56
Non-official 19.07 107
Trade 6.82 58 Cluster Index
Dwellings % Canada
Immigration College 20.02 88
Immigrant 25.69 127 Some university 10.50 148 Tenure
University Own 85.96 125
Arrived < 1961 25.27 154 degree 42.12 245 Rent 14.03 46
1961-1970 20.48 150 Band 0.00 0
1971-1980 19.66 114 Cluster Index Period of
1981-1990 16.58 87 Households % Canada Construction
1991-1995 9.26 58
Maintainer < 1946 15.45 127
> 1996 8.74 49 Age 1946-1960 21.05 151
Visible < 25 1.11 30 1961-1970 15.75 118
Minority 25-34 8.19 53 1971-1980 13.37 71
Yes 11.04 80 35-44 17.15 86 1981-1990 15.15 94
45-54 24.87 111 1991-1995 4.85 70
Adult Cluster Index
55-64 22.30 128 1996-2000 5.70 70
Population % Canada
65-74 13.39 120 2001-2006 4.67 73
Marital Status 75+ 12.99 131 > 2006 4.00 97
Single 28.54 82
Size Type
Married 58.47 121
Wid/Div/Sep 12.99 76 1 person 19.84 75 Single 72.24 130
2 people 33.89 101 Semi 3.83 80
Mode of 3 people 15.98 100 Row 4.43 78
Transport 4+ people 30.30 127 Duplex 4.36 81
Car 54.79 100 Low-rise 7.09 39
Public transport 7.41 111 High-rise 7.90 88
Mobile 0.08 6
Dwelling
Value Index 215
PRIZMCE Marketer’s Handbook - 2008 Page 4
U1
01 - COSMOPOLITAN ELITE
Very affluent middle-aged and older city dwellers
Population 82,032 (0.24% of Canada)
Households 26,915 (0.2% of Canada)
Average Household Income $388,007
Housing Tenure Homeowners
Education University
Occupation White-collar
Ethnic Presence Some
Sample Social Value Pursuit of Originality
Canada’s wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money
fortunes. Concentrated in a handful of established neighbourhoods--like Montreal’s Westmount, Toronto’s Forest Hill and Rosedale,
Calgary’s Mount Royal and West Vancouver--it is home to super-rich, middle-aged families and older couples who live in elegant
homes, drive luxury imports and send their kids to private schools. No cluster has a higher index for participating in yoga, owning a
private cottage and supporting the arts. When they’re not tracking their investments on the web, the Cosmopolitan Elite are active in
the community. Members take an interest in social issues and community projects, and they donate to cultural, educational and
environmental groups--often as a way to give back to the community.
Representing only 0.2 percent of the nation’s households, Cosmopolitan Elite is the smallest Canadian cluster. But what it lacks in
size it more than makes up for in the affluence of its residents. These highly educated professionals and executives are wise and
wealthy--the average household income is $388,000--and they frequent stores that sell gourmet foods, designer clothes and the latest
in consumer electronics. The cluster features some diversity: nearly a quarter of residents immigrated to Canada years ago and 18
percent are Jewish. But most of the members of Cosmopolitan Elite are Canadian-born families who take getaways to private
cottages and vacation abroad--especially to cultured settings across Europe and for winter getaways to Florida.
WHERE THEY LIVE
Westmount, Toronto, West Vancouver, Calgary, Ottawa
HOW THEY THINK
Residents of Cosmopolitan Elite are strongest on the values that so often define the most successful members of society: Rejection
of Authority and Need for Autonomy. They register a strong Need for Personal Achievement and wish to exercise their Personal
Creativity. These Canadians see themselves as citizens not only of their local communities (they are strong on Community
Involvement), but of the world: they have a sense of Belonging to the Global Village and Global Ecological Consciousness, no
doubt bolstered by their travel experiences. They use technology to keep in touch both with professional contacts and with family
and friends. With Awareness of Mortality, they are conscious of the Legacy they will leave behind. But on the whole, members of
this cluster embrace the lives they have chosen and the rewards that have accrued to them. Cosmopolitan Elite residents appreciate
marketing efforts that appeal to their open-minded, sophisticated outlook on the world.
© 2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with
permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE
nicknames are trademarks of Environics Analytics Group Ltd. PRIZMCE is based, in part, on computer files licensed from
Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada.
Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).
PRIZMCE Marketer’s Handbook - 2008 Page 5
WHO THEY ARE HOW THEY LIVE
Cluster Index Cluster Index Leisure
Population % Canada Households % Canada golf
sailing
Age Maintainer Age
0-4 4.17 80 < 25 0.71 19 theatre
5-14 14.04 121 25-34 5.50 36 ballet
15-24 15.80 117 35-44 15.60 78 travel outside Canada
25-44 18.54 66 45-54 27.66 123
45-64 33.18 119 55-64 25.57 146 Shopping
65-74 7.84 108 65-74 13.58 122 $2,500+ on women’s clothes
75-84 4.79 102 75+ 11.38 115 books
85+ 1.63 90 facials
Size
Holt Renfrew
Mother Tongue 1 person 16.14 61
Talbots
English 73.49 125 2 people 30.16 90
French 7.10 32 3 people 15.31 96
Media
Non-Official 18.35 103 4+ people 38.39 160
televised tennis
Immigration Family Status classical music radio
Immigrant 25.66 127 Non-family 16.88 57 Canadian House and Home
Couples w/ kids 48.48 150 "Report on Business"
Arrived < 1961 24.81 151 Couples, no kids 28.07 103 newspaper financial sections
1961-1970 20.49 150 Lone parent 6.58 61
1971-1980 22.44 131 Food/Drink
Age of Children
1981-1990 15.54 81 fresh fish and seafood
< 6 12.50 60
1991-1995 8.43 53 rice cakes
6-14 36.75 102
> 1996 8.28 47 wine
15-17 14.18 110
premium ice cream
Visible Minority 18-24 26.15 132
eat-in restaurants
Yes 12.57 91 25+ 10.43 102
Cluster Index Cluster Index
Financial
Adult Population % Canada Dwellings % Canada
$500,000+ in securities and savings
Marital Status Tenure stocks and bonds
Single 30.38 87 Own 88.92 129 self-directed RRSPs
Married 60.12 125 Rent 11.08 36 private banking
W/D/S 9.50 56 Band 0.00 0 vacation property insurance
Mode of Period of
Automotive
Transport Construction
$50,000+ on latest vehicle
Car 53.64 98 < 1946 34.36 283
prestige luxury cars
Public Transport 8.32 125 1946-1960 18.57 133
luxury SUVs
1961-1970 10.79 81
Class of Worker sport coupes
1971-1980 9.98 53
Employed 70.90 81
Mercedes-Benz
1981-1990 9.63 60
Self-Employed 28.51 238
1991-1995 4.28 62
Unpaid 0.59 147
Attitudes
1996-2000 5.48 67
Occupation 2001-2006 4.18 66 “I like to dine at fine restaurants as often
Primary 1.82 39 > 2006
2.74 66 as possible”
Blue-collar 11.35 45 “Exercise is an important part of my life”
Service sector 29.21 74 Type “When shopping for clothes, I generally
White-collar 57.61 190 Single 77.64 140 look for designer labels”
Semi 4.62 97
“Contact with other cultures is enriching”
Education Row 2.44 43
“I never look at specials in flyers &
< Grade 9 1.93 19 Duplex
3.02 56 newspaper inserts when planning my
Grade 9-13 11.58 37 Low Rise
6.88 38 shopping lists”
Trade 3.45 29 High Rise
5.35 60
College 13.45 59 Mobile
0.00 0
Some University 11.50 162
University Degree 58.09 338 Dwelling Value
Index 464
PRIZMCE Marketer’s Handbook - 2008 Page 6
U1
02 - URBANE VILLAGERS
Wealthy middle-aged urban sophisticates
Population 472,434 (1.41% of Canada)
Households 165,543 (1.24% of Canada)
Average Household Income $201,232
Housing Tenure Homeowners
Education University
Occupation White-collar
Ethnic Presence Low
Sample Social Value Adaptability to Complexity in Life
Located in Canada’s largest cities, Urbane Villagers is a prosperous world of stately homes and high-end cars, charity auctions and
golf club memberships. The nation’s second wealthiest cluster, it’s characterized by married couples with university degrees and
university-aged children, and it includes a significant percentage of European and Asian immigrants. With their hefty salaries--
average household incomes top $201,000--Urbane Villagers members enjoy the trappings of wealth: designer clothes, vacation
cottages and frequent trips abroad. But these Canadians also tend to be involved in their communities, as active and philanthropic
members of cultural, political and environmental groups.
Slightly younger and less affluent than Canada’s top-ranked citizens, Urbane Villagers residents are among the top contributors to
RRSPs. They are also a bit more style-conscious and less formal in their consumption patterns. They’re more likely to shop at
stores like Banana Republic and Club Monaco, the men more likely to wear cologne, the women more likely to wear less expensive
jewellery. Although they’re able to afford flying business and first class, they’re not above flying economy as well. They rank near
the top for buying books, personal computers and Australian wine, and also are heavily involved in the arts, as both benefactors and
patrons of museums, art galleries and orchestras.
WHERE THEY LIVE
Mont-Royal, West Vancouver, King, Aurora, Oakville, Caledon, Mississauga, Toronto
HOW THEY THINK
Urbane Villagers is an affluent but not insular cluster. Residents are most distinguished by their openness to new ideas and people as
well as their feeling of responsibility for their local environments and neighbourhoods. This connectedness to place and people gives
rise to a number of progressive values, including Global Ecological Consciousness, Cultural Fusion, a belief in Equal Relationship
with Youth and a sense of Vitality. Urbane Villagers residents believe that diversity gives life richness: they reject Ethnic
Intolerance, and their Importance of Aesthetics and Adaptability to Complexity in Life suggests that they are seeking rich new
experiences. The threads of diversity, aesthetics and community connectedness weave together strongly; Urbane Villagers residents
love the idea of vibrant street life championed by urban theorist Jane Jacobs. And these Canadians are attracted to green products
and local business.
© 2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with
permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE
nicknames are trademarks of Environics Analytics Group Ltd. PRIZMCE is based, in part, on computer files licensed from
Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada.
Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).
