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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, [email protected] 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. Claritas Inc. is a Sales Agent for Environics Analytics in the United States. DISCLAIMER: This PRIZMCE Marketer’s Handbook displays indices for a selection of demographics, product and activity preferences and attitudes. Each index pertains to a particular selection of variables for a particular time period and benchmark. These indices cannot replace profiling of current data or other customized analysis. Making marketing decisions based solely on these examples can lead to errors. Please ask your Environics Analytics Group representative for advice regarding the use of these data and the PRIZMCELinks from which they were derived. Environics Analytics Group, Inc. believes that the information in this handbook is accurate as of the publication date, but no warranty or fitness is implied. The information is provided on an “as is” basis. Environics Analytics Group, Inc. will not be responsible for errors or omissions. All information in this handbook is subject to change without notice. For more information, please contact: Emma Flood Marketing Coordinator 365 Bloor Street East, Suite 300 Toronto, Ontario, Canada M4W 3L4 416- 969-2733 [email protected] 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
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