PRIZM: Seeing Canada through a new lens...©2020 Environics Analytics. PRIZM at a glance. 5. 67 14 19 750,000+ Unique Segments. Francophone Segments

PRIZM: Seeing Canada through a new lens

Jan KestlePresident and CEO

Danny HeumanChief Analytics Officer

Dr. Doug NorrisSVP and Chief Demographer

Evan WoodEVP and Chief Strategy

Officer

Today’s presenters

A fresh perspective

Why a rebuild for 2020?

Canada continues to change and evolveSignificant changes in neighbourhoodsgenerally require updating every 10 years

PRIZM at a glance

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

Some questions it helps answer

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?

Getting it RightBuilding PRIZM from the ground up

Leisure

Motivators

Shopping

FINANCIAL

Psychographic

Geographic

DEMOGRAPHIC

Building PRIZM: Great data make a great system

Rigorous development methodology

Exhaustive review of available data

Select themes and variables

Develop and assign weights

Use clustering algorithms

Create maps and reports

Evaluate, adjust and repeat

Achieving the best solution

Run algorithm thousands of times

K-medians clustering algorithm

Choosing data and assigning weights

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.

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

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

New segments have emerged

67 PRIZM segments with new names and snapshots

Easily identified francophone populations

Increased urban intensification, new Urban Fringe

Continued identification of ethnic diversity

Francophone segments14 unique lifestyle groups

Predominantly found in Quebec, these French speaking segments span socioeconomic status’ and are found in all urbanity types

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

Segment Icon Placeholder

55Enclaves

Multiethniques

Same name segments4 unique lifestyle groups persisted from the previous PRIZM system

Urbanity

Urban Urban Fringe Suburban Town & Rural

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

Vancouver

Toronto

Calgary

Montréal

UrbanUrban FringeSuburbanTownRural

Social Group and Lifestage

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

2020 Demographic TrendsWhat PRIZM tells us about the generations

Older Canadians

Older Segments

Gen X Segments

Millennials

Millennials Segments

Cultural Diversity

Culturally Diverse Segments

Client Panel

Jim DriscollDirector,

Category Management

Matt BallVice President,

Strategy

John HouwelingDirector,

Data, Analytics and Visualization Services

Client Panel

Insights & ActivationUsing PRIZM to unlock potential

Disparate data

Mobile Movement

Spending

Employment

Demographics

Purchasing

Travel

Financial

Health Status

Automotive

Psychographics

Locations

Channel

Leisure

Integrated: For insights

Demographics

SpendingChannel

Purchasing

Psychographics

Financial

Leisure

Health Status

Automotive

Employment

Travel

Locations

Mobile Movement

Print Media• TorStar• Globe & Mail• Post Media• Yellow Pages

Integrated: For activation

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

Covid-19 Impact and Recovery

Financially Vulnerable

Small-TownSeniors

Middle-AgedFamilies

Young Urban Renters

Socially Vulnerable

AgingCity- Dwellers

NewcomersYoung SingleUrbanites

Out & about on Victoria Day weekend

27%32%34%

Out & About Homebodies

22%22%20%

Average = 23%

Predictions

First in line for a haircut Want to, but won’t

Get to know your PRIZM segment

Questions?

PRIZM: Seeing Canada through a new lens...©2020 Environics Analytics. PRIZM at a glance. 5. 67 14 19 750,000+ Unique Segments. Francophone Segments

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