Marketer’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).