PRIZM5 Qc PRIZM5 QC captures and highlights the unique characteristics of Quebec lifestyles. An extension of EA’s PRIZM5 segmentation system, PRIZM5 QC is designed to assist companies in better understanding the Quebec marketplace—and connecting with their Quebec customers and markets.

DELTA5DELTA5 is a distinct segmentation system consisting of 150 segments, allowing for a more granular analysis of Canadian lifestyles. With organizations striving to find high-value customers with the best segmentation tools, DELTA5 provides another approach to differentiate customers for profiling and modelling applications.

With its 68 lifestyle types, Canada’s most comprehensive segmentation system gives you the latest insights into the behaviour and mindset of your consumers.

The 68 lifestyle types include 14 Boomer segments and almost as many dominated by Millennials—each one with its own unique profile. PRIZM5 reflects Canada’s cultural diversity, with 16 francophone segments and 14 ethnic segments containing large numbers of immigrants from Asia, Europe and many other places. Together the segments help decision-makers understand what consumers are buying, doing and thinking and anticipate their marketplace behaviour. From target marketing and trade area analysis to merchandising and media planning, PRIZM5 helps marketers determine the best way to reach their customers with the right products, media and messages.

PRIZM5 combines and enhances EA’s PRIZM C2 system and Generation5’s Canadian Segments (formerly MOSAIC) system. Continuing with the pioneering methodology that integrates geographic, demographic and psychographic data, PRIZM5 incorporates the latest, authoritative data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your customers and markets. The result is a segmentation system marketers can trust to deliver accurate and comprehensive information.

The newest edition of ENVISION gives you unprecedented access to EA’s authoritative datasets and features a redesigned user interface, interactive dashboards and enhanced capabilities for better mapping, reporting and real-time analysis.

Built on decades of experience, ENVISION5 features new workflows and tools that enable you to analyze customers and markets the way our experts do. The cloud-based platform provides you with a wealth of consumer data along with the most complete package of geo- and segment-based routines available for customer insights, site evaluation and media planning. Enhanced mapping provides you with increased functionality, interactivity and usability. A more user-friendly interface gives you quick access to your favourite tools, trade areas, customer lists and dashboards. And with the new ENVISION5, you’ll complete your analysis faster than ever before with preselected workflows for importing data, selecting the right analytical tool and even interpreting the results. Tablet and mobile compatible, ENVISION5 delivers all of its data and updates instantaneously, ensuring you are always accessing the latest information without needing to upgrade.

With ENVISION5, you can quickly classify your best customers, find the most promising prospects and develop marketing campaigns at the national, regional and local levels. Drawing on Canada’s most comprehensive set of demographic, marketing and media databases, ENVISION5 delivers EA’s popular segmentation system, PRIZM5, our latest DemoStats database and links to SocialValues and other important media and marketing research. The result is a powerful online platform that’s fast, affordable and easy to use.

The all-new PRIZM5 consists of 68 segments that capture current demographics, lifestyles, consumer behaviour and settlement patterns in Canada.

AMONG THE KEY DEMOGRAPHIC TRENDS HIGHLIGHTED IN PRIZM5:An aging populationIncreased ethnic diversityMore urban lifestylesA new baby boom

C A F E

57

t1

11 Urban Digerati

Y1u3 Urban Young

Singles Scene

Younger, well-educated city singles

21 Beau Monde

f6u5 Urban Older

Midlife Quebec

Families

Urban, middle-income Quebec seniors

31 New World Symphony

f1u4 Urban Younger Ethnic

Young Diverse

Families

Diverse, lower-middle-income city dwellers

41 Vieille École

f6e3 Exurban Francophone

MIDLIFE QUEBEC

FAMILIES

Middle-aged and older Quebec exurbanites

51 Aging & Active

f4t1 Town Mix

FAMILIES WITH

TWEENS

Older and mature, lower-middle-income town households

61 Les Seniors

m3u5 Urban Older

Later Years

Urban, low-income Quebec seniors

u1

01 cosmopolitanelite

f8Urban Elite

Prosperous Parents

Wealthy, middle-aged and older city sophisticates

02 Urbane Villagers

f8Prosperous Parents

Very wealthy, middle-aged and older families and couples

u1 Urban Elite

12 Street Scenes

u3 y2Urban Young

Starter Nests

Younger, upper-middle-income singles and families

22 Aging in Suburbia

s4 f5Suburban Older

Midlife Families

Older, upper-middle-income suburban couples and families

32 Mini Van & Vin Rouge

e3 f2ExurbanFrancophone

Growing Families

Younger and middle-aged Quebec homeowners

42 Home Sweet Rows

s3 f7Suburban Upscale Ethnic

Midlife Ethnic

Families

Diverse, middle-aged, middle-income suburbanites

52 Striving Startups

u6 y2Urban Downscale

Starter Nests

Younger, urban lower-middle-income singles and families

62 Terre à Terre

r3 f6Rural/Town Francophone

Midlife Quebec

Families

Downscale, middle-aged and older rural households

03 Arts & Affluence

u1 f5Urban Elite

Midlife Families

Wealthy, established urban families and couples

13 Asian Avenues

u2 f9Urban Upscale Ethnic

Older Families

Successful, middle-aged and older Asian families

23 Asian NewWave

u4 f7Urban Younger Ethnic

Midlife Ethnic

Families

Younger, well-educated Asian singles and families

33 Heartland Retirees

r2 m2Rural Downscale

Country Seniors

Rural, older and mature lower-middle-income couples

43 Newcomers Rising

u4 f1Urban Younger Ethnic

Young Diverse

Families

Younger, downscale city immigrants

53 Outdoor Originals

e2 f4Exurban Middle-Aged

Families with Tweens

Middle-aged and older, lower-middle-income exurbanites

63 Lunch at Tim’s

u6 f5UrbanDownscale

Midlife Families

Urban, downscale singles and families

04 Suburban Success

s1 f8Suburban Elite

Prosperous Parents

Wealthy, middle-aged and older homeowners

14 Diversity Heights

s3 f9Suburban Upscale Ethnic

Older Families

Diverse, middle-aged and older suburban families

34 Rooms with a View

u4 y1Urban Younger Ethnic

Singles Scene

24 Fresh Air Families

e2 f3Exurban Middle-Aged

Older Parents,

Younger Kids

Middle-aged, middle-income exurbanites

Young, ethnic singles in urban high-rises

44 Jeunes et Actifs

u7 y1Urban Francophone

SinglesScene

Younger, urban downscale Quebec singles

54 SerenitySprings

t1 m3Town Mix

Later Years

Mature, lower-middle-income town singles and couples

64 Fête au Village

r3 m2Rural/Town Francophone

Country Seniors

Rural, downscale Quebec seniors

15 Heritage Hubs

s3 f3Suburban Upscale Ethnic

Older Parents,

Younger Kids

Middle-aged, multi-ethnicsuburban families

05 Asian Sophisticates

u2 f9Urban Upscale Ethnic

Older Families

Upscale, urban Asian families

25 South Asian Society

s3 f7Suburban Upscale Ethnic

Midlife Ethnic

Families

Middle-aged, middle-income South Asian families

45 Jeunes d’Esprit

r3 f6Rural/Town Francophone

Midlife Quebec

Families

Older, downscale rural couples

55 La Vie Bucolique

r3 f4Rural/Town Francophone

Families with Tweens

Rural, middle-aged and older couples and families

65 Young & Connected

u6 y2Urban Downscale

Starter Nests

Younger, low-income, multi-ethnic urban renters

35 CountryAcres

r1 f5Rural Midscale

Midlife Families

Middle-aged and older rural couples and families

06 Kids & Careers

s1 f8Suburban Elite

Prosperous Parents

Large, well-off, middle-aged suburban families

16 Pets & PCs

s2 f1Suburban Younger

Young Diverse

Families

Younger, upscale suburban families

26 Second City Retirees

s4 m1Suburban Older

Nearly Retired

Older and mature, middle-income homeowners

36 Exurban Homesteaders

e2 f5exurbanmiddle-aged

Midlife Families

Exurban, middle-aged and middle-income homeowners

46 VILLEsTranquilles

r3 f3Rural/Town Francophone

Older Parents,

Younger Kids

Middle-aged, ruralQuebec couples and families

56 Single City Jazz

u6 y1Urban Downscale

Singles Scene

Younger, downscale city singles in apartments

66 SunsetTowers

u5 m3Urban Older

Later Years

Low-income seniors in urban apartments

First Nation Families

f2Town Mix

Growing Families

07 Nouveaux Riches

s1 f6Suburban Elite

Midlife Quebec

Families

Well-off, suburban Quebec families and couples

17 Exurban Wonderland

e1 f2Exurban Elite

Growing Families

Middle-aged, upscale exurban families

27 Diverse City

u2 f9Urban Upscale Ethnic

Older Families

Multi-ethnic, middle-income city dwellers

37 Trucks & Trades

s2 f2Suburban Younger

Growing Families

Younger and middle-aged, upper-middle-income families

47 Traditionaltown living

t1 f4Town Mix

Families with Tweens

Middle-aged and older middle-income homeowners

Younger, lower-middle-income aboriginal families

67 Survivre en Ville

u7 y1Urban Francophone

Singles Scene

Younger, low-income Quebec urban renters

08 Boomerang City

u1 f9Urban Elite

Older Families

Upscale, multi-generational urban households

18 Management Material

s2 f1Suburban Younger

Young Diverse

Families

Younger, upper-middle-income suburbanites

28 Metro Multiculturals

u2 m1Urban Upscale Ethnic

Nearly Retired

Diverse, middle-aged and older households

38 Grads & Pads

u3 y1Urban Young

Singles Scene

Young, single urban renters

48 Variété Suburbaine

s5 f3Suburban Francophone

Older Parents,

Younger Kids

Lower-middle-income Quebec suburbanites

58 Rustic Roads

r2 m2Rural Downscale

Country Seniors

Rural, downscale older couples

68 Low-Rise Renters

u6 y2Urban Downscale

Starter Nests

Young, low-income city singles and families

09 Satellite Burbs

E1 f8Exurban Elite

Prosperous Parents

Older, upscale exurban couples and families

19 Grey Pride

u5 m3Urban Older

Later Years

Middle-income seniors in urban apartments

29 Silver Linings

u5 m3Urban Older

Later Years

Urban seniors in high-rise apartments

39 Our Time

s4 m1Suburban Older

Nearly Retired

Older and mature, lower-middle-income suburbanites

49 Enclaves Multiethniques

u7 y2Urban Francophone

Starter Nests

Diverse, low-income, younger city dwellers

59 Locataires en Banlieues

y2s5 Suburban Francophone

Starter Nests

Younger, downscale suburban renters

10 EMPTYING NESTS

s1 m1Suburban Elite

Nearly Retired

Older, upper-middle-income suburban couples

20 South Asian Achievers

s3 f1Suburban Upscale Ethnic

Young Diverse

Families

Suburban, upper-middle-income South Asian families

30 La Vie estbelle

e3 f6Exurban Francophone

Midlife Quebec

Families

Middle-aged, middle-income Quebec families and couples

40 Wide Open Spaces

r1 f3Rural Midscale

Older Parents,

Younger Kids

Middle-aged, middle-income farmers and blue-collar workers

50 Suburban Scramble

s2 y2Suburban Younger

Starter Nests

Young, lower-middle-income suburbanites

60 Bons Vivants

s5 m3Suburban Francophone

Later Years

Older, downscale suburban singles and couples

Copyright ©2015 Environics Analytics

PRIZM is a trademark of The Nielsen Company (U.S.) and is used with permission. Sources of data shown include Environics Analytics, Environics Research Group, Statistics Canada, NADbank/PMB, Numeris and AskingCanadians™ (all used with permission). Icon illustrations by Scott Brooks.

environicsanalytics.ca/PRIZM5

FOR MORE DETAILS ABOUT THE

68 LIFESTYLES AND TO LOOK UP

YOUR PRIZM5 SEGMENT, VISIT:

URBAN SUBURBAN EXURBAN TOWN RURAL

HOUS

EHOL

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PRIZM5 BY INCOME, URBANITY & LIFESTAGE

YOUNGER YEARS FAMILY LIFE MATURE YEARS

LIFESTAGE

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14 15

1617

18

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2425

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29

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31

32

35

36

37

40

33

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34

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46

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5752

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68

5665