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PRIZM: Seeing Canada through a new lens
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Jan KestlePresident and CEO
Danny HeumanChief Analytics Officer
Dr. Doug NorrisSVP and Chief Demographer
Evan WoodEVP and Chief Strategy
Officer
Today’s presenters
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A fresh perspective
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Why a rebuild for 2020?
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Canada continues to change and evolveSignificant changes in neighbourhoodsgenerally require updating every 10 years
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PRIZM at a glance
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67 14 19 750,000+Unique Segments Francophone Segments Diverse Segments Postal Codes in Canada
Socio Economic Status Indicator (SESI) Segment Name
Segment Picture
Lifestage GroupSocial Group
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Some questions it helps answer
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Which PRIZM segments are found within my trade area?
Who are my best customers? Where do I have new and emerging
opportunities?
How has the PRIZM profile of my customers changed pre versus post-COVID-19?
What are the best channels to reach different subsets of consumers or citizens?
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Getting it RightBuilding PRIZM from the ground up
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Media
Leisure
Motivators
Shopping
FINANCIAL
Psychographic
Geographic
DEMOGRAPHIC
Building PRIZM: Great data make a great system
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Rigorous development methodology
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Exhaustive review of available data
Select themes and variables
Develop and assign weights
Use clustering algorithms
Create maps and reports
Evaluate, adjust and repeat
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Achieving the best solution
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Run algorithm thousands of times
K-medians clustering algorithm
Choosing data and assigning weights
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Bringing the segments to life: Writing the narrative
11 MODERN SUBURBIAMulti-ethnic younger and middle-aged suburbanites
WHO THEY AREWith one of the highest percentages of suburban households, Modern Suburbia is a magnet foryounger and middle-aged, diverse families with young children. Many of these acculturated householdscontain first- and second-generation Canadians from Asia and South Asia who arrived in their 20s and30s and have recently moved to new suburbs near large cities like Toronto, Edmonton, Calgary, Ottawaand Vancouver. More than half the population identify as visible minorities: More than twice thenational average identify as Asian, and more than three times the average identify as South Asian. Withtheir university and college educations, they earn upper-middle-class incomes from a wide range of jobsthat afford them new single-family, semi-detached or row houses. And few segments are more mobile:the number of residents who have moved in the last five years is nearly 70 percent above average.Modern Suburbia members have crafted active lifestyles for their relatively large families and participatein many team sports, including basketball and hockey. For a splurge, they head to kid-friendly venuessuch as amusement parks, zoos and aquariums, admitting that Attraction for Crowds is among theirstrongest values.
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The members of Savvy Seniors are pleased with their countryand their accomplishments. They believe Canada should play astrong role in the world (National Pride) and that the countryoffers opportunities for anyone to succeed if they try hardenough (North American Dream). Many are confident that theycan control the direction of their lives (Personal Control), andthey’re comfortable with a less prescribed way of life (Rejectionof Orderliness). Although they’ve spent most of their lives inCanada, they still seek to learn from other cultures andincorporate their influences in their daily life (CultureSampling). With their solid incomes, they enjoy makingpurchases in areas of particular interest (Consumptivity),especially if those products and services carry a well-knownbrand name and help them look good and dress in a respectful,appropriate manner (Importance of Brand, Concern forAppearance, Propriety). At this stage in their lives, SavvySeniors have achieved a level of social standing within theircommunity, though they still seek the respect of others bydisplaying their good taste and fine
These households are health conscious and enjoy jogging, takingPilates classes, eating organic fruits and vegetables, and drinkingherbal tea. But the focus for most families is their kids; they spendtheir weekends going to zoos, fairs and amusement parks, andvisiting friends and relatives. Meanwhile, the segment’s olderchildren go to rock concerts and sports bars, and sometimes evenstay home to
Bringing the segments to life: Imagery
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Members have high rates for visiting historical sites in Quebecattending comedy clubs, auto shows and dinner theatres; their ida splurge is going to a casino or a spa. They also like eating outcream and breakfast style restaurants. But these middle-aged andQuebecois are money conscious: while they’ve been buildimoderate financial cushion, at the same time they’re carrying seloans. In their homes, mainstream media is their major sourentertainment. This group scores high for TV game shows, primedramas, local news and late night talk shows. They like to listen tocontemporary and comedy shows on the radio. And Vie au Vmakes a strong market for newspapers and magazines coveringfashion and gardening. They
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New segments have emerged
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67 PRIZM segments with new names and snapshots
Easily identified francophone populations
Increased urban intensification, new Urban Fringe
Continued identification of ethnic diversity
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Francophone segments14 unique lifestyle groups
Predominantly found in Quebec, these French speaking segments span socioeconomic status’ and are found in all urbanity types
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Diverse segments19 unique lifestyle groups
Exclusively found in and around city centres, these segments are highly culturally diverse representing the continued growth of a multicultural Canada
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Segment Icon Placeholder
55Enclaves
Multiethniques
Same name segments4 unique lifestyle groups persisted from the previous PRIZM system
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Urbanity
Urban Urban Fringe Suburban Town & Rural
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The Urban FringeSuburban areas 30 years ago that are now much more urban as a result of intensification
Urban Fringe households, once consisting of large families, have shrunk, as children have left home, and empty-nesting couples have aged in place
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Vancouver
Toronto
Calgary
Montréal
UrbanUrban FringeSuburbanTownRural
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Social Group and Lifestage
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Urban U4 - Urban Diversity
U5 - Younger Urban Mix U6 - Older Urban Francophone
U1 - Urban Elite U2 - Urban Older
U3 - Young Urban Core
SuburbanS4 - Upper-Middle SuburbanFrancophone
S6 - Older SuburbanS7 - Lower-Middle Suburban Francophone
S1 - Suburban Elite S2 - Upscale Suburban Diversity
S3 - Upper-Middle Suburbia
S5 - Middle-Class Suburbia
Urban FringeF1 - Upscale Urban Fringe F2 - Diverse Urban Fringe
F3 - Midscale Urban Fringe
RuralR3 - Rural Francophone
R1 - Upper-Middle Rural R2 - Lower-Middle Rural
Town T1 - Town Mix
Younger YearsY1 - Very Young Singles & Couples
Y2 - Younger Singles & Couples
Y3 - Young Families
Family Li feF1 - School-Age Families F2 - Large Diverse Families
F3 - Middle-Age Families
Mature YearsM1 - Older Families & Empty Nests
M2 - Mature Singles & Couples
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2020 Demographic TrendsWhat PRIZM tells us about the generations
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Older Canadians
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Older Segments
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Gen X
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Gen X Segments
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Millennials
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Millennials Segments
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Cultural Diversity
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Culturally Diverse Segments
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Client Panel
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Jim DriscollDirector,
Category Management
Matt BallVice President,
Strategy
John HouwelingDirector,
Data, Analytics and Visualization Services
Client Panel
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Insights & ActivationUsing PRIZM to unlock potential
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Disparate data
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Mobile Movement
Spending
Employment
Demographics
Purchasing
Travel
Financial
Media
Health Status
Automotive
Psychographics
Locations
Channel
Leisure
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Integrated: For insights
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Demographics
SpendingChannel
Purchasing
Psychographics
Financial
Leisure
Health Status
Automotive
Employment
Travel
Locations
Media
Mobile Movement
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Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
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Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
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Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
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Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
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Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
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Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
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Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
38
Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
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Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
39
Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
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Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
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Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
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Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
41
Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
©2020 Environics Analytics
Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
42
Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
©2020 Environics Analytics
Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages
Integrated: For activation
43
Media Planning• Clear Decisions• GroupM• Omnicom• Telmar
Email Marketing• Bell Media• Epsilon• Inbox Marketer
Consultants• BCG• Buxton• Deloitte
Direct Marketing• Canada Post• Cleanlist• D&B• InfoGroup
TV and Radio• Bell Media• Corus• Finecast• Rogers
Digital, Mobile and Social• Bell Media• Connected Interactive• Facebook• Agency trading desks
• Google• MiQ• Rogers
Market Research• AskingCanadians• Dynata• Environics Research• Maru/Blue• Numeris• Vividata
Out of Home• Kinetic• Pattison• Vistar
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Covid-19 Impact and Recovery
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Financially Vulnerable
Small-TownSeniors
Middle-AgedFamilies
Young Urban Renters
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Socially Vulnerable
AgingCity- Dwellers
NewcomersYoung SingleUrbanites
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Out & about on Victoria Day weekend
27%32%34%
Out & About Homebodies
22%22%20%
Average = 23%
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Predictions
First in line for a haircut Want to, but won’t
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Get to know your PRIZM segment
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Questions?