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Environics Analytics released updated Prizm system

Environics Analytics of Toronto has released a new version of its Prizm audience segmentation system. This is the fourth iteration of the system, which classifies Canadian consumers into 67 types based on lifestyle. It is aimed primarily at businesses, not-for-profit organizations and government agencies and seeks to provide information about the demographics, lifestyles, behaviour and values of various types of consumer. It makes use of data from the company’s own database and that of affiliated firm Environics Research, as well as data from Statistics Canada, Canada Post and other sources.

“Canada has undergone so much change in recent years, and even more in the last few months, that decision-makers need the latest data to understand the new normal,” said Jan Kestle, president of Environics Analytics. “Prizm takes away the guesswork with the most authoritative data available on consumers and markets. It goes beyond demographics to explore how people spend their time, where they spend their money and what issues resonate with them. Ultimately, it helps marketers better understand their customers to more meaningfully engage them, especially as the economy rebounds.”

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