Map showing Canadian smokers



Identify which community segments have a higher risk of being involved in a fire to help target your fire prevention programs.

FireScapes is derived from the National Fire Information Database, which captures 10 years of fire incident data from British Columbia, Alberta and Ontario. This database includes the size of the at-risk population, as well as the underlying cause (e.g. cooking, electrical, heating and smoking) and location of every fire between 2004 and 2015.

FireScapes augments these data by profiling these community segments using PRIZM, our comprehensive segmentation system that classifies Canada’s neighbourhoods into 68 unique lifestyle types by integrating geographic, demographic and psychographic data. By segmenting these data, emergency service professionals can identify which neighbourhoods in their communities engage in behaviours that increase fire risk. These insights will allow fire professionals to focus their fire prevention efforts and tailor messaging to households according to specific fire incident risk to encourage them to adopt safer habits.

With FireScapes you can:

  • Gain insights into the population that poses a high risk for fire incidents and use the information in the report to help inform their community risk assessment.
  • Find deeper insights into the attitudes and social values of your populations of interest to better plan and develop intervention strategies.
  • Use the report to develop cross-communication strategies with other departments across your municipality.

Want to know more about FireScapes?

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Map of CAN Segmentation Data for PRIZM5 Spectra


Create a comprehensive picture of your customers according to their 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 PRIZM, 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 age, sex, marital status, education, occupation, income, housing, cultural diversity and more. We offer five proprietary, privacy-complaint databases, which are built from multiple sources.

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