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MELISSA MICHELLEAGE
39
AGE
45
AGE
54
EducationCollege Degree
Careerdental hygienist
EducationUNIVERSITY
Degree
CareerBank executive
EducationUNIVERSITY
Degree
CareerInterior designer
HH income
109k
HH income
119k
hh income
253k
prizm5
24
prizm5
15prizm5
02
TV radio NEWSPAPER ONLINEDIGITAL Behaviour
MOBILE/ SOCIAL MEDIAMAGAZINES
Baseball, Basketball, Auto Racing
Basketball, Kids Shows
Basketball, Football, Sitcoms
Country, Classic Rock Classifieds, Automotive
Computer, High Tech
New Homes, Business/Financial
Top 40, News, Multicultural
Classic Hits, Sports
Garden, Children & Teen
Parenting, Technology
Business & Finance, Canadian Living
Paid Content, Download Coupons
Fashion & Beauty
Sports, Restaurant Guides/Reviews
Online banking, social networking, listens to podcasts Pinterest
Maps, discount coupons, group deals
INVESTMENTS, TV broadcasts, blogs & message boards
fresh air families
heritage hubs
urbane villagers
OUR DATABASES
“ As an immigrant, I’m happy to have a successful career in Canada. Weekends, I love watching my kids play soccer.”
“ Golf, international travel and the arts keep us busy now that the kids are in university.”
how to reach them
MARIA
MEET MELISSA, MARIA and MICHELLE: three middle-aged women.Our data reveal who they are and how best to connect with them.
ExurbanSingle-Detached HouseBuilt in 1990s
SuburbanRow House Built in 1990s
UrbanSingle-Detached HouseBuilt in 1960s
LivesGolf TownSobeysHolt Renfrew
Lee Valley ToolsDiscount Grocery Stores Eddie Bauer
LoblawsOnline Toy StoresGap
SHOPSSuburban MallCommutes by CarService Sector
Downtown High-RiseTakes Public TransitWhite Collar
Home Office Walks to ClientsWhite Collar
WORKS
CensusPlus, DaytimePop, DemoStats, PRIZM5, PRIZM5 QC, DELTA5, SocialValues, WealthScapes, HouseholdSpend, FoodSpend, LiquidAssets, AgeByIncome, MoneyMatters, Neighbourhood View™, AccultuRates, Opticks*, CommunityHealth, CanadaReach, TravelCanada, GreenLiving, CommunityLife, GivingBack, BehaviourScape, TDLinx, HomeScan Consumption Profiles, Panels, BusinessProfiles, LocationWare**, TrafficCounts, CrimeStats, Enhanced Postal Code Conversion File, Street and Boundary Files for GIS Systems, Postal Code Boundary Files, Email Targeting *Opticks databases offer lifestyle and behaviour variables modelled and/or sourced from AskingCanadians™, Vividata, Numeris, IHS Automotive, Nielsen, Statistics Canada and Canadian Financial Monitor.**LocationWare consists of BusinessLocations, Grocery, Drug & Fitness Locations, Shopping Centres, Financial Institutions, Retail Locations.
SOCIAL VALUESNeed for EscapeObedience to Authority
SOCIAL VALUESAttracted to CrowdsSaving on Principle
SOCIAL VALUESSocial Intimacy
Style & Health Conscious
“ My husband and I love spending time with our three kids outdoors, fishing or camping.”
Bars display a range of consumption, from light to heavy usage.
WHERE THEY LIVE, WORK and shop
From Insights to Action,Data and Analytics Deliver At Environics Analytics, we help you define your business challenges and develop the data and analytics resources necessary to unlock insights and deliver results. From databases and segmentation to advanced predictive modelling and strategic consulting, our services are flexible and customized to meet your needs—and achieve your goals.
Forward-looking businesses know that data-driven decision making can provide significant competitive advantage. Data and analytics make marketing campaigns more targeted and relevant—reaching more of the right consumers with the right message using the right channel.
How do organizations ensure that good data and sound methodologies form the foundation for insight and strategy? At Environics Analytics, we see the following as essential:
• Fostering a culture of data and analytics stewardship across organizations supported from the top
• Involving all stakeholders in the development of the analytics strategy
• Identifying business problems and defining
how analytics can inform solutions
• Accessing, evaluating and enhancing internal data
• Acquiring and leveraging useful external data
• Reviewing best practices to ensure the right approach is used for each business issue
• Including implementation plans and measurement in the analytics process from the outset
• Sharing results across the enterprise and providing opportunities for further refinement
We can help
For the past 13 years, Environics Analytics has supported hundreds of organizations with key components of business analytics. Our customers include BtoB and BtoC organizations in financial services, insurance, telecom, travel, retail, real estate, entertainment, media, consumer goods, automotive, pharma, government, energy and not-for-profit.
We fulfill many roles for organizations, from data supplier to full-service data consultancy—and everything in between. We are data-based storytellers, helping you connect with your customers and markets. We provide over-the-counter reports, offer purpose-built software-as-a-service and apply a wide variety of modelling approaches. Our team members are available to help you map out your analytics journey from start to finish—or at any step along the way. You choose how you want to work with us.
Our strengths
Our 120 expert professionals are long-standing industry leaders. We offer:
• Consultants who know data and understand business issues in a wide variety of industries
• A comprehensive set of reliable, privacy-compliant consumer and
business databases
• Unparalleled statistical and modelling expertise
• Software that features reports, analysis and best practices developed over the past 50 years
• Advice on how to make the most of your data, your solutions and your budget with maximum return on investment
In this increasingly complex world, one size cannot fit all: demographic analysis, psychographics, segmentation, predictive models, custom solutions—how do you choose? We are the only analytics firm in Canada that offers such an extensive range of data, services and expertise. We’re confident we can help you design and execute a winning analytics strategy. Think of us as your competitive advantage.
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 16 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 latest 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. With 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.
And 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
Established, middle-income Quebec city dwellers
31 New World Symphony
f1u4 Urban Younger diverse
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 cosmopolitan elite
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 families and couples
32 Mini Van & Vin Rouge
e3 f2ExurbanFrancophone
Growing Families
Younger and middle-aged Quebec homeowners
42 Home Sweet Rows
s3 f7Suburban Upscale diverse
Midlife DIVERSE
Families
Diverse, younger and middle-aged 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 city dwellers
13 Asian Avenues
u2 f9Urban Upscale diverse
Older Families
Successful, middle-aged and older Asian households
23 Asian NewWave
u4 f7Urban Younger diverse
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 diverse
Young Diverse
Families
Downscale, younger and middle-aged 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 diverse
Older Families
Diverse, middle-aged and older suburban families
34 Rooms with a View
u4 y1Urban Younger diverse
Singles Scene
24 Fresh Air Families
e2 f3Exurban Middle-Aged
Older Parents,
Younger Kids
Middle-aged, upper-middle-income exurbanites
Young, diverse singles in urban high-rises
44 Jeunes et Actifs
u7 y1Urban Francophone
Singles Scene
Younger, urban downscale Quebec singles
54 SerenitySprings
t1 m3Town Mix
Later Years
Older, 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 diverse
Older Parents,
Younger Kids
Middle-aged, diversesuburban families
05 Asian Sophisticates
u2 f9Urban Upscale Diverse
Older Families
Upscale, urban Asian families
25 South Asian Society
s3 f7Suburban Upscale diverse
Midlife Ethnic
Families
Middle-aged, middle-income South Asian families
45 Jeunes d’Esprit
r3 f6Rural/Town Francophone
Midlife Quebec
Families
Rural, lower-middle-income Quebec homeowners
55 La Vie Bucolique
r3 f4Rural/Town Francophone
Families with Tweens
Rural, middle-aged and older homeowners
65 Young & Connected
u6 y2Urban Downscale
Starter Nests
Younger, low-income, diverse 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
Rural, middle-income Quebec couples and families
56 Single City Jazz
u6 y1Urban Downscale
Singles Scene
Younger, diverse city singles in apartments
66 SunsetTowers
u5 m3Urban Older
Later Years
Low-income seniors in urban apartments
First Nations 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 diverse
Older Families
Middle-income, diverse city dwellers
37 Trucks & Trades
s2 f2Suburban Younger
Growing Families
Younger and middle-aged, upper-middle-income households
47 Traditionaltown living
t1 f4Town Mix
Families with Tweens
Middle-aged and older middle-income homeowners
Younger and middle-aged 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 diverse
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 and mature 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 singles and families
10 EMPTYING NESTS
s1 m1Suburban Elite
Nearly Retired
Older and mature, upper-middle-income suburbanites
20 South Asian Achievers
s3 f1Suburban Upscale diverse
Young Diverse
Families
Suburban, upper-middle-income South Asian families
30 La Vie estbelle
e3 f6Exurban Francophone
Midlife Quebec
Families
Middle-aged, upper-middle-income Quebec households
40 Wide Open Spaces
r1 f3Rural Midscale
Older Parents,
Younger Kids
Established, 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 ©2016 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, Numeris, Vividata 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
D IN
COME
PRIZM5 BY INCOME, URBANITY & LIFESTAGE
YOUNGER YEARS FAMILY LIFE MATURE YEARS
LIFESTAGE
01
02
03
04
05
06
07
08
09
10
11
12
13
1415
16 17
18
19
20
21
22
23
24
2526
28
29
27
30
31
32
35
36
37
40
33
38
41
42
43
45
4647
48
44
49
50
51
53
55
57
52
59
54
58
60
61
64 62
63
67
56
65
39
34
6866
