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.


Fires are unpredictable, but certain behaviours can increase a household’s risk of being involved in a fire. FireScapes identifies high-risk population segments within communities to allow municipal governments and emergency service providers to target their fire education and prevention programs and tailor their messaging to their target audience.

This unique product is derived from the National Fire Information Database (NFID), which captures 10 years of residential structural fire data from Ontario for municipalities with a population of up to 75,000. The database includes the size of the at-risk population, as well as the underlying cause (e.g. cooking, heating and smoking). FireScapes enhances these data by profiling these lifestyle types and locating them on the ground within your community.


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?

Get in Touch. We're here to help.

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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