PRIZMCE

PRIZM CE is a consumer segmentation system developed by Environics Analytics 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.

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.