Map showing Canadian smokers



Develop more engaging media and marketing strategies by understanding the behaviours, preferences and attitudes of your target market. We partner with leading data and survey providers to produce ten databases that offer insights on a range of topics, from media and shopping habits to attitudes on charitable giving and the environment. This data can be linked to our PRIZM5 consumer segments and to the postal code (FSALDU) level.

  • CannabisInsights Powered by Vividata provides almost 280 variables that describe consumer behaviours, preferences and attitudes towards cannabis.

  • Opticks Powered by Vividata is based on a rolling 52-week online survey sample of approximately 38,000 respondents, and results in lifestyle and media profiles of more than 4,100 variables across a broad range of products, activities, services and media choices.

  • Opticks Powered by Numeris provides lifestyle and media profiles for more than 3,000 variables across a wide range of topics from radio and TV usage to retail, finance, technology and travel behaviour.

  • Opticks Social Powered by AskingCanadians™ provides approximately 600 variables on who is visiting the leading social media websites, what they are doing and how much time they spend blogging, tweeting, posting photos and sharing links.

  • Opticks Mobile Powered by AskingCanadians™ offers more than 800 variables on mobile behaviour, and can accurately profile customers and prospects by their mobile habits, including minutes spent texting, preferred apps and favourite tablet manufacturers.

  • Opticks eShopper Powered by AskingCanadians™ offers more than 600 variables that describe the digital and offline marketplace behaviour of Canadians.

  • Opticks Automotive Powered by IHS Markit™ provides access to three datasets—NVR (New Vehicle Registrations), TVIO (Total Vehicles in Operation) and Retail Vehicles in Operation RVIO (Retail Vehicles in Operation)—for dissemination areas (DAs) and higher levels of geography.

  • GreenLiving database measures Canadians’ attitudes and behaviours regarding household-related environmental issues such as composting, pesticide use, household hazardous waste disposal and the use of gas-powered recreation equipment.

  • CommunityLife database measures key elements of social dynamics, such as the frequency of contact with family and friends, political activism, trust in public institutions and involvement in formal organizations.

  • GivingBack database explores how Canadians volunteer their time, donate money and provide in-kind gifts to charitable and non-profit organizations.

  • Homescan® Profiles database contains more than 13,000 item, brand, category and retail shopper profiles.

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Map of CAN Segmentation Data for PRIZM5 Spectra


Create a comprehensive picture of your customers according to shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems including PRIZM5, Canada’s leading consumer segmentation system. 

Canadian Demographics map showing Maintainers 25 to 34


Reach your best customers, track neighbourhood growth patterns and forecast trends with demographic data covering gender, age, education, housing, cultural diversity, occupation, income levels and marital status. We offer five proprietary databases built from multiple sources, including the Census and National Household Survey. . 

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